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Martini Returns to Formula One with Williams

Only a rumor last month, Martini's return to Formula One as a title sponsor became official earlier this week, when Williams F1 unveiled its brand new livery.
Williams Martini Racing F1 car 22 photos
Photo: Williams F1
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The two brands have united under the Williams Martini Racing name following a multi-year agreement, marking the Italian vermouth brand's return to F1, as a title sponsor, after 34 years.

"We are thrilled to welcome Martini to the Williams family and officially launch Williams Martini Racing," said Sir Frank Williams, founder and team principal of Williams. "Williams and Martini share a rich history in the world of motorsport, and the values of our two brands and our shared passion for racing make this partnership a natural fit. It will be great to see the distinctive stripes of Martini Racing return to Formula One once again in unison with Williams."

Martini debuted as an F1 sponsor with the Tecno team in 1972. The brand and its stripes became famous by the end of the decade with Brabham and Lotus. The company disappeared from F1 after the 1979 season and came back in 2006, as a minor sponsor for Ferrari.

"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, chief marketing officer of Bacardi, who oversees marketing for Martini.

Williams Martini Racing will be using Mercedes-Benz engine during the 2014 season. The two single-seaters will be driven by Felipe Massa and Valtteri Bottas. This year's championship will debut on March 16 with the Australian Grand Prix in Melbourne.
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About the author: Ciprian Florea
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Ask Ciprian about cars and he'll reveal an obsession with classics and an annoyance with modern design cues. Read his articles and you'll understand why his ideal SUV is the 1969 Chevrolet K5 Blazer.
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