Williams drinks to Pepsi/7UP deal.

The BMW.Williams team will be refreshed by a new official drinks supplier next season, following a new deal struck with soft drinks giant PepsiCo.

Although the agreement is not a sponsorship deal as such, and will not result in major logos appearing on the FW24s next year, team boss Sir Frank Williams sees that signing as important for both his team and F1 in general.

"The money is not major sponsorship, but it is important to the company because Pepsi is an immensely regarded international brand," he told Reuters, referring to the rumours of financial worry for all eleven Formula One teams following the 11 September tragedy in America.

The three-year deal cements PepsiCo and the 7UP brand as Williams' 'official soft drink partner' from next season, but there are no immediate plans to feature the brand's distinctive red-and-green colour scheme on the predominantly blue-and-white bodywork. Williams did hint, however, that the relationship, sparked in no small part by the team's involvement with Pepsi-backed Brazilian tester Antonio Pizzonia, could grow in the future. No financial details have been released by either company.

"Formula One is one of the hottest, fastest growing sports in the world today and the BMW WilliamsF1 team leads the pack based on its racing heritage and dynamic brand personality," said Antonio Lucio, chief marketing officer for PepsiCo Beverages International, "The Williams partnership is the perfect fit for PBI because it provides world-class stature for the refreshing appeal of 7UP. Formula One racing's excitement made 7UP the clear choice to lead our return to this global property."

The brand, whioch first appeared in Formula One as the main sponsor for the Jordan team on its debut in 1991, will becomes a part of the Formula One scene through cross-branding opportunities at the racetrack and beyond.

"The partnership with 7UP will help bring Formula One racing closer to millions of fans worldwide through promotions, events and, of course, advertising," said Jim Wright, the team's head of marketing, "We feel we have one of the most focused teams in a highly competitive sport, and 7UP shares many of our same values for success."

The Grove-based operation will lose technology sponsor Nortel Networks next season, a victim of the current global recession, but is expected to unveil new backers before the 2002 campaign begins in Melbourne in March. The team was among the first to move away from tobacco sponsorship when it linked up with BMW in 2000.

The return of PepsiCo to Formula One is expected to precede the arrival of market rival Coca-Cola, which has been linked to several teams, including Ferrari and Prost, in the past eighteen months.