THG x Williams Racing sign multi-level partnership, merchandising key
Digital retail group THG has signed a “ground-breaking” multi-year partnership with Williams Racing, ahead of the US Grand Prix.
The “multi-dimensional” agreement sees THG become the team’s official partner on a number of fronts. But key will be its digital commerce offer Ingenuity which will “integrate its data-driven approach, proprietary software and technology to manage the global fulfilment of Williams Racing merchandise for e-commerce, improving speed to market, customer loyalty and satisfaction, and overall efficiency”.
The agreement also includes THG’s Myprotein sports nutrition brand, with the focus on “driving the Williams team and its audiences towards a healthier, more active lifestyle”.
Overall, the pair said the partnership “embodies the shared DNA of two dynamic British organisations, each boasting a legacy of building leading global brands in their respective domains and delivering elite performance through data-driven technology and innovation”.
More specifically, THG and Williams Racing said the aim is “to go big on increasing performance on and off the track for drivers, team members and fans alike”.
A third string to the agreement also sees THG Eco become the team’s Official Sustainability Partner, “with the team leveraging this expertise to realise effective measurement of carbon”.
THG CEO Matt Moulding said: “In a world where nutrition fuels performance, technology drives innovation and sustainable practices protect our environment, THG is perfectly positioned to bring our expertise to Formula 1 – the pinnacle of global motorsport.
James Vowles, Team Principal, Williams Racing, added: “Williams Racing has always been known as a disruptor in the racing world. We have found an equally future-focused and ambitious partner in THG, a British data-driven tech group and brand builder on the global stage and we’re excited to take on this journey together.”
