Williams has been on a roll of late. The team may be lagging close to the bottom of the grid on track but in the boardroom its performance is accelerating. Pitpass' business editor Christian Sylt recently revealed that the team has signed a deal to supply batteries to the new electric championship Formula E and yesterday Williams announced that it has entered into a partnership with Nissan's performance arm Nismo. In today's edition of business newspaper CityAM Sylt reveals that Williams has signed yet another sponsorship - this time with American telecoms firm ShoreTel. It is a well-timed deal.

The Oxfordshire-based team is celebrating its 600th Grand Prix at its home race on Sunday and it has lacked a telecoms partner since the Brazilian Embratel brand left it at the end of last year. ShoreTel has emerged as an ideal replacement and its deal will be formally announced at Williams’ factory this morning.

The company is listed on the Nasdaq and specialises in B2B Unified Communications which involves a wide range of different telecoms services such as video conferencing, instant messaging and calls made over the internet. It is understood that ShoreTel will be upgrading the Williams factory and track-side phone systems and installing cutting-edge technology. Its latest offering is an office phone with a docking station for iPads or iPhones which gives users access to their intuitive features as well as a centralised contacts database and call record using ShoreTel’s mobile client system.

ShoreTel will handle telecoms for Williams at each of the 19 F1 races which gives it an opportunity to make an impact on the team’s performance. The difference between winning and losing in F1 often comes down to hundredths of seconds so fast and reliable communication systems are crucial. It explains why many of the top F1 teams work with telecoms companies with Vodafone sponsoring McLaren and Blackberry having a partnership with Mercedes.

Although ShoreTel is based in California, the Williams partnership is not US focussed. Instead, it is largely aimed at F1’s key markets of Europe and Asia where ShoreTel plans to increase its revenues and market share. Williams is also on the hunt for an advantage as it currently lies in ninth place and has scored no points in the seven races which have taken place so far this season.

ShoreTel already has experience of how F1 can be a powerful marketing vehicle as its chief executive Peter Blackmore was senior vice president of sales and marketing of PC manufacturer Compaq which sponsored Williams from 2000 to 2005. It is understood that Blackmore negotiated the ShoreTel deal directly with team principal and majority shareholder Sir Frank Williams.