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Williams Racing Announces Multi-Year Partnership With THG

Logan Sargeant_Williams Racing

Ahead of the 2023 United States Grand Prix in Austin, Williams Racing announces a ground-breaking multi-year partnership with THG, the global proprietary technology platform specialising in taking brands direct to consumers.  

The multi-dimensional agreement sees THG come onboard with Williams Racing as an Official Partner across Nutrition, Technology & Ecommerce and Sustainability.  

The partnership embodies the shared DNA of two dynamic British organisations, each boasting a legacy of building leading global brands in their respective domains and delivering elite performance through data-driven technology and innovation.  

THG and Williams Racing aim to go big on increasing performance on and off the track for drivers, team members and fans alike, leveraging the vast and growing global audience of the sport.

Throughout the remainder of the 2023 season and in years to come, THG will support Williams Racing through three of its global brands, bringing world-leading sports nutrition, ecommerce solutions and sustainability expertise. 

THG’s Myprotein, the world’s leading online sports nutrition brand, joins as Williams Racing’s Official Nutrition Partner. This will focus on driving the Williams team and its audiences towards a healthier, more active lifestyle.

Myprotein will support with products, guidance and knowhow to maximise and enhance team performance whilst demonstrating the importance of maintaining your body and mind in balance as part of a healthy lifestyle.  

Ingenuity, THG’s complete digital commerce offering, becomes an Official Technology and Ecommerce Partner of Williams Racing.

Ingenuity will integrate its data-driven approach, proprietary software and technology to manage the global fulfilment of Williams Racing merchandise for e-commerce, improving speed to market, customer loyalty and satisfaction, and overall efficiency.  

THG Eco, a sustainable solutions advisor specialising in net-zero and climate action services, enters as an Official Sustainability Partner, with the team leveraging this expertise to realise effective measurement of carbon.  

The partnership is underpinned by a shared ambition of delivering elite performance at the highest level. Williams Racing and THG partner with common values of being disruptors in their own fields through championing new technologies and innovating on what is traditionally possible.  

As part of the multi-year partnership, both Myprotein and Ingenuity branding will be present on the FW45 race cars and in the team environment, including driver race suits and Williams Racing team kit. 

Matt Moulding, Chief Executive Officer, THG: “In a world where nutrition fuels performance, technology drives innovation and sustainable practices protect our environment, THG is perfectly positioned to bring our expertise to Formula 1 – the pinnacle of global motorsport. This partnership represents a merging of expertise to drive THG and Williams Racing towards a future defined by innovation and sustainability.”  

James Vowles, Team Principal, Williams Racing: “We are thrilled to announce our global partnership with THG. Williams Racing has always been known as a disruptor in the racing world, including championing new technologies and challenging the status quo through innovation.

We have found an equally future-focused and ambitious partner in THG, a British data-driven tech group and brand builder on the global stage and we’re excited to take on this journey together.”