Vowles is sure: “Sainz will unlock sponsors for Williams”

Following a long negotiation that was recently resolved, the Williams Team Principal James Vowles he managed to successfully complete the engagement of Carlos Sainzwho will join the historic Grove team next season with a multi-year contract. An operation that could contribute to the gradual recovery of the Williams towards its top team role, which it has not occupied for many years now and which represents the primary objective, but which could at the same time bring other advantages to the English team.

Sainz’s arrival, in fact, could guarantee other benefits off the track. Above all, the commercial ones: “The real commercial advantage of all Formula 1 teams is simply the performance – Vowles explained in a statement reported by motorsportweek.com – if you make your car faster, or if you have drivers pushing your car and pushing each other to push the car, that in turn gives you solutions for the championship and Sponsorship revenue. That’s basically the secret sauce for how to run a Formula 1 team. So, treat it like a startup. You have to put your money into two drivers in circumstances where you know they’re going to push the team. It’s not like, overnight, the phone rings and someone offers you 20 million. That’s not how it happens, but it’s part of the journey that takes us forward.”

Especially following the arrival of Vowles at Williams in 2023, the British team has indeed expanded its sponsorship portfolio, as confirmed by the agreements reached with two major brands such as Komatsu and Duracell, but the arrival of Sainz could open the way to new partnerships: “What I can say is that we have existing sponsors that we have been talking to for six months. – added Vowles – for them, Sainz may or may not have been the additional trigger that pushed them to cross the finish line. But it’s not like you suddenly take all your agreements and go, but you actually choose them based on a percentage. What it shows the sponsors is the message we’ve given them. They know a little bit more than you know, for obvious reasons, and they’re part of our journey. They joined us a little bit earlier than Carlos, but now they can see that when you give this information to others, they also join the journey. And actually, for me, that’s the biggest gain of things. You’re wondering why Carlos joined. He knows more than you do, he can see it, and he believes in it. And that’s the main thing. I’ve been consistent on that message. And the sponsors are the same. So, it doesn’t change everything overnight, but it will lead to more success in the future. I’m sure of it. But it’s a performance-driven thing.”