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As is common knowledge, Formula One is a very expensive sport. That reality brings about an important need for sponsorship support, especially for teams that are not owned by major car manufacturers or multinational businesses.

Such is the case at the Williams team. Toyota supplies the engines fitted to the FW30s, but the team counts on its sponsors to continue operations throughout each year.

Dominic Reilly of the Williams team's Commercial Alliances department gave us an insight into how rivalry exists not only on the circuits, but also when it comes to securing the financial support necessary in running any Formula One outfit.

"Clearly it is a very competitive industry we work in," Reilly commented in the team's weekly podcast feature. "We're not just competing against other Formula One teams, we're competing against other football teams, other advertising media, and other internet media, etc. So from that perspective that is quite tough."

In contrast with the fast-paced world on the track, seeking and working out sponsorship agreements requires a considerably slower pace when many factors need to come toghether.

Reilly mentions the need to synchronise corporate strategies, fitting in with the sponsor's own marketing plan, and outlining common benefits as only a few examples of the many considerations which come into play before agreements are signed.

"I've been involved in deals that have taken a couple of weeks, which is extremely rare, but I've also been involved in deals that can take five years litterally from the first contact," he revealed.

When making contact with potential partners however, Reilly finds there is an advantage in making the call with the Williams name attached.

"We have a terrific pedigree and heritage and a lot of people want to talk about motor sport," he said. "It is tough and we do feel the pressure, but there are 500 people in the team that are working towards the same goal and we're just part of that."

Daniel BASTIEN
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