Williams boss James Vowles believes the signing of Carlos Sainz will help push the team’s Formula 1 sponsorship portfolio to another level from next season.
In Sainz, Williams, a team currently ninth in the Constructors’ standings, has been able to attract a Grand Prix winner to its driver line-up.
Coupled with Alex Albon, who some believe to be a GP winner in waiting, Williams will boast one of the most competitive driver pairings on the 2025 grid.
It is for this reason that Vowles reckons Sainz will bring extra value to the Williams squad, beyond what he will be able to deliver out on track.
“The real commercial benefit of all Formula 1 teams, is just performance,” Vowles said.
“If you make your car quicker, or if you have drivers that push your car, or drivers pushing each other and pushing the car, that in turn provides you championship solutions and sponsorship income.
“That is the secret sauce of how to run a Formula 1 team, fundamentally. So, treat it like a startup. You’ve got to put your finances into a driver, two drivers, really, in the circumstance that you know will be pushing the team forward.
“It’s not like you have immediately, overnight, the phone’s ringing and someone’s offering you 20 million. That’s not how it takes place. But it is part of the journey that makes our way through.”
Williams has slowly been building its sponsorship portfolio in recent years, a hard task for a squad toward the back of the Formula 1 field but one that has been making steady progress since Vowles’ arrival in 2023, one that has been met with a long-term vision to build the team back to a front-running outfit.
Duracell and Komatsu are just two examples of big brands taking precedence on the Williams machine and Vowles believes the signing of Sainz may be a factor that helps get more sponsorship deals over the line.
“What I can say is, we have existing sponsors that we’ve been talking to for six months,” Vowles said.
“And for them, [singing Sainz] may or may not have been the extra trigger that pushes them across the line.
“But it’s not that it’s suddenly, you take all your deals and go, you opt them by a percentage, fundamentally.
“What it does show, though, to sponsors is the message we’ve been giving them.
“They know a little bit more than you will know, for obvious reasons, they’re part of our journey. And they joined us a little bit earlier on that journey than Carlos did.
“But they can see now that when you give that information to others, they join the journey, too. And actually, for me, that’s the biggest gain of things.”
Vowles concluded on his performance-driven stance being the reason that both Sainz and sponsors want to join the Williams project.
“You’re asking why Carlos joined. He knows more than you do, and he can see it, and he believes in it. And that’s the main thing.
“I’ve been consistent on that message. And sponsors are the same. So, it doesn’t change everything overnight, but it will lead to more success in the future. I’m confident of it. But it’s a performance-driven aspect.”
