Philips is broadening its sponsorship of the AT&T Williams F1 team to make it one of the racing team’s primary sponsors. The electronics company will expand its association from just Philips Shavers to its entire consumer lifestyle division.
Philips consumer lifestyle division encompasses the business units for television, shaving and beauty, audio, video and multimedia, domestic appliances, peripheral and accessories and health and wellness.
Philips chief marketing officer Egbert van Acht says it is broadening the relationship after Philips Shavers experienced significant growth over its three-year relationship with AT&T Williams.
The new multi-year agreement will see the Philips brand featured more prominently and extensively across the AT&T Williams team, including primary branding locations on next season’s car and on the pit stop lollipop.
The deal also includes rights related to team drivers Nico Rosberg (pictured) and Kazuki Nakajima.