The Williams Formula 1 team has announced a major new multi-year sponsorship deal with ROKiT drinks, the drinks division of current title sponsor ROKiT.

The deal, beginning next year will see ROKiT drinks logos featured prominently on Williams’ new-for-2020 FW43 that everyone hopes will fare much better than the beleaguered FW42 that has yielded so little this campaign.

The deal is not a replacement for the current title sponsorship arrangement Williams have with ROKiT, instead it will sit alongside it, further strengthening a relationship that began at the beginning of this year when ROKiT phones replaced Martini as title sponsor.

Which ROKiT drinks brands can we expect to see on the Williams next year?

One of the main players in ROKiT’s stable of drinks brands is ABK beer, an imported German beer likely to be familiar to anyone lucky enough to have visited the Formula 1 paddock this year.

Next up, and one of the brands ROKiT seems keen to push is Bogart’s – a range of spirits that includes a gin, a rum and a vodka, inspired, ROKiT claim, by Humphrey Bogart himself.

Then there’s ‘Real Irish‘ (I’m sure they could have come up with something more creative than that!) which is – you guessed it – real Irish whiskey.

Another market ROKiT is keen to tap is energy drinks, and with this in mind they’ve created ROK Natural Energy – a ‘100% Natural energy-giving drink with added botanical ingredients’ according to their marketing spiel. Whether or not it’s #betterthanredbull remains to be seen, although one thing that seems to be clear, ROKiT seems to prefer a more professional approach to business than those charlatans over at Rich Energy.

Lastly, ROKiT have ROK natural spring – a high quality spring water in a 100% biodegradable bottle.

“We have enjoyed working with ROKiT over the past twelve-months and their unwavering support during a challenging time has been a huge motivation to everyone at Williams.” said Claire Williams on announcing the deal.

“We look forward to expanding our relationship through this new partnership with ROKiT Drinks and look forward to what the future may hold as we continue to fight our way back towards the front of the grid together.”

Obviously any additional injection of cash into Williams is great news, but the stability the relationship with ROKiT has brought at a time of significant upheaval is worth more to the team than its monetary value alone.

The only negative I can see is that if Williams’ relationship with ROKiT turns sour then multiple sponsorship deals will be lost.

But let’s not dwell on that now – Welcome aboard ROKiT drinks!!


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