After Venezuela, Kazakhstan arrives at Williams
As part of its diversification strategy, Williams may create a subsidiary specializing in tourism: following massive support from Venezuela, the team has just announced a new agreement with Kazakhstan to promote its capital, Astana.
The Kazakh capital is not unknown to sports enthusiasts, particularly cycling. Since the 2007 season, a professional team bears its name but is financed by a consortium of local investors. It enjoyed its moments of glory in 2009 with Alberto Contador’s victory in the Tour de France.
The same pattern is highlighted today. Thus, the funds are provided by the local investment fund TAK Group, but the visibility will be centered on Astana. As a result, the city’s logo will be placed in two different locations on the cars, including the nose, of Pastor Maldonado and Valtteri Bottas. These logos will join those dedicated to Venezuela, which is also present through the massive support of PDVSA.
Artur Ardavichus, one of the leaders of TAK Group, explains the communication efforts put in place to promote the international image of the city and the country as a whole: « Formula One is one of the most media-exposed sports in the world, and its global audience will offer Astana an unparalleled marketing platform. Williams is also one of the most respected teams in this sport. It is therefore particularly rewarding to partner with them. We look forward to working with them this year and promoting sports and tourism in the city of Astana and throughout Kazakhstan. »
In addition to these visible commitments on the cars, Williams also has significant support from Qatar, where its Technology Center is located. Thus, the team’s two drivers made a detour to the small emirate after the Bahrain Grand Prix to shine a light on this facility and, therefore, the country.
This new partnership should help to cover all or part of the five-million-pound deficit recorded for the fiscal year ending December 31, 2012.
With the participation of www.Racingbusiness.fr
