Williams not ‘actively looking’ for F1 title sponsor

The British squad was sponsored by Martini between 2014-2018 and Rokit in 2019 but has not had a title partner since the team was sold by the Williams family to US investment firm Dorilton Capital in the summer of 2020.

Speaking after the launch of its FW44 2022 car on Tuesday, Capito stressed that Williams will only partner with a sponsor that aligns with its “redefined” brand values.

"We are not actively looking,” said Capito when asked if the team is seeking a title sponsor.

"We have redefined our brand, we have various strict brand guidelines, and every sponsor that comes in has to fit to our brand strategy and guidelines.

“Dorilton gives us the free hand in discussions. We can decline as we do not believe the brand fits to where the Williams brand wants to be.”

Williams secured new long-term sponsorship from battery giant Duracell over the winter in a deal that was announced on Monday. 

“Of course to finalise a relationship like this doesn’t happen overnight,” Capito explained.

“We created a very good relationship during the discussions, and during the negotiations, and I think it shows that also big global companies believe not only in the sport but also in Williams.

“Also, Netflix helps in the US, no doubt, but we see negotiations and discussions we have with sponsors that people believe in the Williams story, they believe we are in a position that we can move up the grid.

“A couple of companies are really interested to join us in that journey and being part of it. Duracell is the first step and the first company that really shows they believe in Williams’ future.”

And Capito remained tight-lipped on the possibility of the Volkswagen Group entering F1 and becoming Williams’ engine partner in the future.

“Volkswagen hasn’t decided to come back and as long as there’s no decision, there’s no need to do anything or to talk,” he said.

“I think of course every team would be delighted to become the main team if Volkswagen comes back but as long as they haven’t decided, I think there’s no opportunity or no need to talk.”