The consultancy was appointed to the work by Williams F1, which operates the AT&T Williams team.
AT&T Williams says Interbrand will work to ‘enhance’ the team’s brand and broaden its scope within merchandising and licensing. The consultancy will also work with the team on other marketing projects and conduct a research programme into the power of sponsorship and its link to brand value creation.
As part of the association the Interbrand logo will be displayed on the AT&T Williams team garage, motorhome and website.
Frank Williams, team principal of AT&T Williams, says, ‘As a leading Formula One team we are the custodians of some of the world’s leading brands when they entrust us to display their logos on our Formula One cars.
‘It is therefore appropriate that we pay the same care and attention to our own brand. We are delighted to welcome Interbrand to the team and I am certain that they will improve our already high standards of marketing.’
Jez Frampton, global chief executive of Interbrand, says, ‘Formula One is a hot-bed for innovation. AT&T Williams live that spirit in every aspect of their business so the partnership felt natural from the start. We look forward to teaming up with them to explore the future potential for their brand in one of the most highly prized global sponsorship arenas.’