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On the nose: Thomson Reuters logo on AT&T Williams F1 cars

Thursday 19 February 2009

In its tenth season of Formula One sponsorship, Reuters - now Thomson Reuters - is putting its brand on the nose of AT&T Williams cars. The Thomson Reuters logo will also be on driver and mechanic overalls.

The new branding position on the test and race cars is said to provide an additional measure to encourage global awareness of the company’s brand identity. 

Why does the company sponsor a F1 team?

“With over 600 million unique viewers watching F1 races around the world in 188 markets, Formula One is one of the world’s most popular sports. Our relationship with the AT&T Williams team affords significant brand exposure and unique experiences for many of our most valued customers,” the company said. 

It said Thomson Reuters and AT&T Williams share many similarities, including the reliance on teamwork, high technology and expert data - telemetry in the case of F1 - to achieve high performance. 

The first outing for the new branding will be at the inaugural race of the 2009 season in Melbourne, Australia on 29 March. ■