Gulf fans need patience: 'We have exciting plans'

Following in the footsteps of Ford, another iconic brand returns to Formula 1 with Gulf. In the past, cars sponsored by the US oil company had livery's in the brand's colours. Williams is breaking with that tradition this season.

Mike Jones, Gulf's CEO, was asked why the Williams is not a 'real' Gulf car? "We have agreed on the presence that we're on throughout the season that we did have some exciting plans again based on digitally-led planning, engagement with things that wouldn’t be disruptive, but yeah, for the day today the launch is about announcing the partnership to that," Jones told GPblog, among others.

Nostalgic fans

Jones realises that there will undoubtedly be calls from nostalgic fans to introduce the familiar Gulf livery. "Anything we do in the future has to be bigger and better than before. We have a lot of Gulf fans around the world, we have a lot of requests for our livery. We want our livery to be special. We are launching a number of fan-centric activation plans. We always feel that Gulf is the fans' favourite and we want our fans to be part of that. Of course, we are looking at different solutions for that across the Formula 1 spectrum."

Commercial director James Bower (Williams) said he is always looking for partners to help position the Williams brand with fans. "I think as Williams we're looking for partners that are really best in class and can help us position the Williams brand with fans. We looked at Gulf, is clearly a really iconic brand that actually goes beyond the principle as well, and all the activations have been very fan focused. It's clear from the conversation with Mike from the start, that for us to work together, it really had to represent the step forward for what Gulf has previously been able to do in Formula One."