26/01/2006
NEWS STORY
A day prior to the WilliamsF1 Team's launch, Battery, the international energy drink, has announced a long term association with the team.
Battery has chosen to team up with Williams in a campaign to reach new global markets. The relationship is a perfect match as both companies share a commitment to success, delivered through effort and hard work, while always remaining true to their core values. The partnership will afford Battery significant branding opportunities, not least via the global marketing properties of Formula One, but also through considerable logo visibility, including branding on the drivers' visors, drinks bottles and within the general team environment.
Owned and manufactured by Finnish Sinebrychoff, a daughter company of Carlsberg Breweries A/S, the Battery Energy Drink hit the shelves in 1997, and retains market leadership in many of its territories. Today, Battery is sold in 25 countries, from Finland to Sierra Leone and from Chile to Singapore.
On the new partnership, Mikael Aro, CEO of Finnish Sinebrychoff, concluded, "The WilliamsF1 Team is recognised as one of the most enduring and successful organisations in global sport and we are extremely proud to have entered into this partnership agreement. The deal with Williams will take Battery into an ambitious new arena through which we hope to expand the Battery Energy Drink brand across the global marketplace. We feel energised by Williams and hope Battery will provide the team with the stimulation required for the hard work necessary to win races and world championships."
Frank Williams, Team Principal of the WilliamsF1 Team, commented, "I am delighted that Battery has taken the decision to sponsor the WilliamsF1 Team. Their core values of hard work and dedication are as prevalent in Formula One as anywhere and we will endeavour to reward their confidence in us with results on the track."