Philips increases cut for Williams.

Electronics giant Philips has signed an agreement to increase its 2007 sponsorship commitment to the WilliamsF1 team, with its shaver division now gaining on-car branding.

Following a successful trial year in 2006, which gave Philips Shavers a global turnover increase following the first sponsorship tie-up despite relatively small logos on the FW28, the company has increased its involvement by over 50 per cent to become an on-car sponsor.

"We're delighted that our partnership has been sufficiently successful to grow, extend and increase the programme," team boss Sir Frank Williams commented, "Both Philips Shavers and the WilliamsF1 team share a philosophy of advances in innovation, design and technology."

In addition to the increased on-car branding, Philips will also be given increased advertising rights, including 'official sponsor' designation, use of logo and team imagery, and endorsement rights via both Nico Rosberg and Alex Wurz, who team up on the race squad next season, following the departure of Mark Webber to Red Bull Racing. Webber was the face of the company's WilliamsF1 shaver range developed to support the sponsorship

"It was a calculated risk to develop a Formula One-specific shaver, but our consumer research tells us our target consumers are focused on product design as much as other considerables such as brand name and price when choosing an electric shaver," explained Philips business manager Nico Engelsman.