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Williams’ Former Title Sponsor All Set to Join Hands with Mercedes F1 for Partnership

Published 06/24/2020, 7:19 PM EDT

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It seems as though Williams F1 team just can’t catch a break. Their 2019 title sponsor is the latest to take the beating out of the Grove-based outfit by signing with polar opposites in today’s racing spectrum, Mercedes. Williams has been mired in financial struggles for a while now and have even put up the team for sale. Just last month they announced the termination of the deal with title sponsor ROKiT coming into effect immediately. Now the same ‘ROKiT’ is reportedly tying up with Mercedes. For Mercedes, this move will be a shot in the arm as they look to make themselves more profitable in the future.

Reports suggest ROKiT will be announced as a new Mercedes sponsor ahead of Austria

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via Imago

Although a Mercedes spokesperson said, “(The team) can’t offer comment on any confidential commercial discussions, be it with ROKiT or any other brand.” However, as per a report by Autosport, “ROKiT is now on course to become a sponsor of the Mercedes F1 team ahead of the new season, with confirmation of the deal understood to be imminent.

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After Williams and ROKiT parted ways, the latter said that they intend to continue sponsoring motorsport teams. They currently already have a title sponsorship deal with Formula E team Venturi. ROKiT also sponsors all cars in the W series, which is a single-seater championship only for women. When ROKiT partners with Mercedes it’ll find itself in the company of other sponsors such as Petronas, Bose, and INEOS.

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In February, Mercedes boss, Toto Wolff said that making themselves more profitable is “exactly what we have as a target.” Wolff envisions Mercedes to be like the NFL and NBA teams that are profitable. Wolff had said, “This is my personal aim to turn this into such a corporate company. So from a service standpoint, it becomes a no brainer to participate.”

Meanwhile, Williams continues to be on the hunt for a new title sponsor. They are also set to unveil a new livery for the 2020 season, now that ROKiT has left.

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Written by:

Ronan Carvalho

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Ronan Carvalho is senior F1 author for Essentiallysports. Ronan is currently pursuing his Journalism degree from St. Xavier's College.
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