F1 week in deals: Williams continue sponsorship drive with Anthropic and Barclays deals

It was a quieter week for Formula One on the sponsorship front ahead of the opening race on 8th March in Australia.

To keep you updated on the latest developments, BlackBook Motorsport brings you this week’s commercial news from across the grid.

Aston Martin

Partner: Breitling
Designation: Official watch partner
Duration: Multi-year
Details: As part of the partnership, Breitling will release a range of watches, beginning with the Navitimer B01 Chronograph 46 featuring Aston Martin branding. The Navitimer is historically linked to Formula One, having been associated with legendary drivers like Jim Clark, Graham Hill and Jackie Stewart. Click here for exclusive comment from Jefferson Slack, managing director of commercial and marketing at Aston Martin, and Georges Kearns, chief executive of Breitling, on the deal.

Cadillac

Partner: TWG AI
Designation: Official primary partner and exclusive AI partner
Duration: Multi-year
Details: TWG AI’s technology will be embedded into the day-to-day running of the team, enabling Cadillac to “make faster, smarter decisions”, according to Dan Towriss, chief executive of TWG Motorsports. As primary partner, TWG AI will receive prominent branding on the car, driver racesuits and team assets. The company will also host a thought leadership series at key Formula One races to explore how enterprises can use AI in their work. Click here for exclusive comment from Milan Cooper, head of product at TWG AI.

Ferrari

Partner: Brembo
Designation: Technical partner
Duration: Multi-year
Details: This renewal will see Brembo supply the entire braking system, including hydraulic and friction components, for Ferrari’s Formula One cars. The deal also includes the team’s entry in the World Endurance Championship (WEC).

Williams

Partner: Anthropic
Designation: Official thinking partner
Duration: Multi-year
Details: Anthropic’s pact will see its AI programme Claude become Williams’ official thinking partner, with branding to also feature on the cars, driver apparel and team kit. Claude can be used to debug reams of code, analyse dense research and build new products. The technology will be utilised to support how Williams thinks, plans and performs across race strategy, car development and operations.

Partner: Barclays
Designation: Official banking partner
Duration: Multi-year
Details: A key attraction for Barclays in Formula One is the large proportion of younger fans – 43 per cent of whom are under 35, according to Williams. The bank’s branding will feature prominently on this season’s Williams car, as well as the helmets of Alex Albon and Carlos Sainz, team clothing, and throughout the team’s trackside garages and hospitality.

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