Williams expand sponsorship with Nicholas Latifi’s father's company

Williams Formula 1 team have expanded their sponsorship with Nicholas Latifi’s fathers’ company, Canadian food manufacturer, Sofina Foods, giving them a boost after sponsor losses.

It was revealed Tuesday that Polish sponsor PKN Orlen had left as sponsor for Williams along with the departure of Robert Kubica.
 
Not only that long-time partner Rexona have possibly not extended their contract with Williams for 2020, leaving the team without two sources of income.
 
But, at no surprise, Latifi’s father, Michael, who is Chairman and CEO of Sofina, has extended the companies partnership with Williams, meaning their branding will be visible on both the cars and George Russell's/Latifi's race suits.
 
"We are pleased to announce that Sofina has continued their partnership with the team for a second year," said team boss Claire Williams. 
 
"Sofina’s involvement in the sport has been extremely valuable to their long-term vision, and we are committed to helping them achieve their goals. We have thoroughly enjoyed working with them and we look forward to this continuing in the year ahead."
 
Brent Quartermain, Sofina Foods Executive Vice President and Chief Commercial Officer also added: "Having a presence in Formula 1 has brought great value to our company, so it was a logical step to build on that success by increasing our involvement with Williams for the 2020 season."
 
This expanded partnership leaves Sofina foods as Williams’ second biggest sponsor behind ROKIT following PKN Orlen and Rexona potentially cutting ties.