Gulf x Williams Partnership
Gulf and Williams Racing’s partnership is powering forwards in 2024 – and we couldn’t be more delighted.
Gulf x Williams Partnership
After an incredible start to our collaboration in 2023 we’re now building on our previous successes, holding loyal fans at the heart of our partnership. One of last year’s most memorable moments was the Gulf x Williams Fan Livery Vote, resulting in the ‘Bolder than Bold’ livery running on track at Singapore, Japan and Qatar Grand Prix. Throughout 2023 we brought fans access to exclusive behind-the-scenes content and in 2024 we’re primed in pole position to bring you even closer to the action, with surprises and special events planned throughout the season.
This partnership forged between two iconic brands represents an exciting new chapter in motorsport. We’re committed to aiming higher and achieving more, with our fans firmly front and centre of absolutely everything we do. Together, Gulf and Williams Racing aim to continue the excitement on and off track, with collaborations across Formula 1, Williams Racing Driver Academy, and esports.
The future’s bright
For over forty years, Gulf has proudly supported some of the most successful teams in the motorsports world. As a result, Gulf is well-established in motorsport history, having become one of the most recognisable and well-loved brands within the sport with a rich and successful heritage. Our renewed partnership with Williams Racing builds on this remarkable legacy, with a shared commitment to shaping the motorsport world for the future together.Williams Racing needs no introduction. As one of the most successful Formula 1 teams of all time, their illustrious history of record-breaking wins has cemented their status as a legendary global brand. It’s a success story that continues to build as the team makes history year on year – in 2023, the team achieved their highest results in 6 years, with a 7th place finish in the Constructors World Championship. Making history is no mean feat – but supported by the wisdom and experience of team principal James Vowles, Williams’ latest teams offer an exciting line-up of fresh talent.
Bold moves
We’re always looking for ways to get fans closer to the action and more involved in motorsport – and in our debut year we did just that. In a bold move never seen before (and in our very first year of Williams Racing x Gulf partnership) we made history with our multi award-winning campaign, Gulf x Williams Fan Livery Vote. We put the future of 2023’s racing colours firmly in the hands of the fans, who selected their favourite limited-edition Gulf x Williams F45 livery destined to run on track at the Singapore, Japan, and Qatar Grands Prix.
The response was incredible. Over 180,000 votes were cast, and the iconic ‘Bolder than Bold’ emerged as the winning livery design. When the car hit the track, it did not disappoint – with its striking and unique pale blue and orange geometric design, it was a special moment and celebration of Williams’ loyal fanbase. Fans are an extension of the team – so we wanted to give them a unique opportunity to take over a huge decision with real on-track influence
Esports
Off-track and on-screen the excitement and drama is just as intense – as Williams Esports prepares for another exciting season. This more recent addition to the sport is quickly gaining momentum both in the gaming and motorsports space. As a firm fan favourite it was only natural to extend the Gulf partnership to Williams’ Esports division, supporting a number of teams in multinational competitions.
It’s a first for Gulf and Williams – yet characteristically we celebrated our partnership with a historic victory, ending 2023 on a high with our Gulf Sprint Cup in December. 20 influencers and content creators competed against each other in EA Sports F123, with a specially-created competition tournament played at Williams HQ. In 2024 we plan to bring Williams Esports and Gulf fans even closer to the action, with more exclusive access to content and events.
Investing in the future
As well as our unwavering support for Williams’ existing elite teams, we’re also proud to be part of the Williams Driver Academy, which nurtures up-and-coming first team drivers with professional training and mentorship.In 2024 our partnership with the academy will stay true to the Gulf values – enabling talented young drivers to follow their dreams and begin their journey to becoming motorsport heroes. Through training and the provision of unique industry opportunities, Gulf’s academy support is holistic, agile and dynamic, helping drivers to develop key skills on-track whilst providing vital training and guidance off-track.
