Martini has teamed up with Formula One racing team Williams in a multi-year partnership.
The brand’s stripes will adorn the team’s race car and uniform for the 2014 season. The partnership will be supported by consumer activity from May, at the beginning of the F1 European race sequence.
“The decision to partner with Williams was a natural one for us as it provides an unparalleled opportunity for the Martini brand to connect with consumers through one of their lifestyle passions, Formula One racing,” said Andy Gibson, Bacardi chief marketing officer. “Martini will give consumers a taste of life in the fast lane, bringing a renewed sense of Italian style and glamour to the track and beyond. Williams Martini Racing provides a powerful, integrated marketing platform and delivers dynamic opportunities that will strengthen the Martini brand.”