Williams F1 today announced that Interbrand, the world’s leading brand consultancy, has become an Official Partner of AT&T Williams. The association will see Interbrand engage its expertise to enhance the Williams brand and use the team’s profile to broaden its scope within merchandising and licensing. Interbrand will also work with the team on other marketing projects and conduct a research programme into the power of sponsorship and its link to brand value creation.

Established in 1974, Interbrand is headquartered in New York and is a subsidiary of the Omnicom Group, the world’s largest advertising conglomerate. The company offers the complete spectrum of brand management services; from strategy conceptualisation through to implementation and analysis. The leader in its field, Interbrand is credited with changing the world’s view of branding through its ability to create and manage brands into valuable business assets.

Interbrand was the logical choice to help develop Williams’ profile as the Group enters a new era of operating as a public company. As part of the arrangement, the team garage, motorhome and website at attwilliams.com will now all display the Interbrand logo.

Commenting on the partnership, Interbrand Global CEO, Jez Frampton said, “Formula One is a hot‐bed for innovation. AT&T Williams live that spirit in every aspect of their business so the partnership felt natural from the start. We look forward to teaming up with them to explore the future potential for their brand in one of the most highly prized global sponsorship arenas.”

Team Principal of AT&T Williams, Frank Williams, “As a leading Formula One team we are the custodians of some of the world's leading brands when they entrust us to display their logos on our Formula One cars. It is therefore appropriate that we pay the same care and attention to our own brand. We are delighted to welcome Interbrand to the team and I am certain that they will improve our already high standards of marketing."