Gulf x Williams Partnership

Gulf x Williams Partnership

Gulf is delighted to continue its partnership with Williams Racing for 2024. After an amazing start to the partnership in 2023, we aim to build on what we have achieved together and continue to keep fans at the centre of our journey. The highlight of last year was the Gulf x Williams Fan Livery Vote, which saw the winning ‘Bolder than Bold’ livery run on track at three Grands Prix, Singapore, Japan, and Qatar. In 2023 we delivered access to exclusive content and in 2024, we plan to bring you even closer to the action, with surprises throughout the season.

Together, Gulf and Williams Racing aim to continue the excitement, on and off track, across Formula 1, Williams Racing Driver Academy, and esports. We are committed to building a new chapter in motorsport history between two iconic brands, with our fans at the core.

Bright Future

A Bright Future

Over the last four decades, Gulf has supported teams that have had huge success within the motorsport world. This has led to Gulf becoming ingrained in motorsport history, and one of the most recognisable brands within the sport. The partnership with Williams Racing sees Gulf continue to build on this legacy and continue to shape the motorsport world for the future.

Williams Racing is one of the most successful Formula 1 teams, with a rich history cementing them as a legendary brand. Building on their legacy, the team achieved their highest results in six years in 2023, with a 7th place finish in the Constructors World Championship. The team boasts an exciting line-up of young talent and with team principal, James Vowles, at the helm, the future looks bright.

Bolder Than Bold

Bolder Than Bold Livery

In the first year of our partnership with Williams Racing, we made a bold impact with our multi award-winning campaign, Gulf x Williams Fan Livery Vote, which resulted in the limited-edition Gulf x Williams livery. We gave fans the opportunity to select which Gulf livery would adorn the Williams’ F45 and run on track at the Singapore, Japan, and Qatar Grands Prix. With 180,000 votes cast, fans were at the core of our campaign and drove the voting process.

‘Bolder than Bold’ ruled supreme as the winning livery design. When the car hit the track, it did not disappoint. Running under the lights during the night races of Singapore and Qatar, whilst gleaming in the light of day in Japan, it looked striking on track.

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As part of our commitment to making this partnership like no other in Gulf’s history, we are also activating within the esports industry by partnering with Williams Esports and their various racing teams. 

We ended 2023 on a high with our Gulf Sprint Cup. Hosted in December, the event saw 20 creators compete against each other in F123. 

For 2024, we are aiming to build on this momentum and bring Williams Esports and Gulf fans alike even closer to the action, providing exclusive access to content and events.

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The Academy

As part of our partnership with Williams Racing, we are also supporting the Williams Driver Academy. In 2024, Gulf plan to partner with the academy by authentically helping these talented young drivers achieve their dreams and begin their journey to becoming prominent figures in motorsport.

Gulf intend to help train the drivers and provide unique opportunities across the industry. We will aim to help the drivers on-track, by providing vital training off-track.

Keep your eyes peeled as our big plans for 2024 and beyond, will be revealed very soon!