Williams lands a new sponsor from Lotus
It's starting to look like a hemorrhage: a week after Unilever, it's Avanade's turn to leave Lotus to join Williams.
The leaders of Grove clearly intend to capitalize on their very successful 2014 season, which concluded in third place in the Constructors’ standings. They have thus replaced Lotus in the position of the first among independents, and this is evident in the influx of sponsors.
These certainly did not appreciate Lotus’s disastrous season and therefore prefer to reposition their investments in the sport. This is all the more damaging as Microsoft and its subsidiary Avanade were widely communicating about their partnership with Lotus through a television campaign visible on numerous international channels. Such a campaign mechanically increases the media presence of the team, which can be charged back to other visible sponsors.
As was the case with Lotus, Avanade is not simply arriving as a sponsor but also as a business partner, as Claire Williams explains: Williams has embarked on an ambitious project over the past 18 months to invest in new technologies that will help us stay at the pinnacle of motor sports and cutting-edge engineering. With this new partnership, we will work closely with Avanade to ensure that our investments realize their full potential.
This new partnership will result in the company’s logo being visible on the team’s cars and racing suits.
With the participation of www.Racingbusiness.fr
