All Saints to sponsor AT&T Williams F1 team

by Jacquie Bowser, Brand Republic 06-Mar-08, 11:30

LONDON - Fashion brand All Saints has become a sponsorship partner of Formula 1's AT&T Williams team.

All Saints, part-owned by retail entrepreneur Kevin Stanford, will have its logo on the F1 car and within the team environment.

Stanford said: "I'm probably one of only a handful of non-professionals to have ever driven a Williams car and I'm thrilled to be able to sponsor such a great British team. This deal offers fantastic international exposure for All Saints and fits perfectly with our ambitions for the brand."

Sir Frank Williams, AT&T Williams team principal, said: "Kevin has been a keen supporter of the team and I am delighted that All Saints will be joining us as a partner. I look forward to the contribution we can make to All Saints international ambitions."

Separately, toy store Hamleys, which has been a sponsor of the Williams F1 team since 2004, has extended its sponsorship for an undisclosed term.

Hamleys' logo will be placed on the sidepods of the car and will also be featured within the team environment.

Nick Mather, chief executive of Hamleys, said: "Our Formula 1 sponsorship has provided a novel and successful international marketing platform for Hamleys. Based on this success, we are delighted to be renewing the sponsorship and taking up more prominent positions on the car."

The 2008 Formula 1 season kicks off in Melbourne, Australia, on March 16, with Nico Rosberg and Kazuki Nakajima attempting to better Williams' fourth place in last year's championship.