Williams strike sponsorship deal with Latifi's personal sponsor Lavazza

After losing a major sponsor in Rexona, Williams have announced another new sponsor deal in coffee maker Lavazza after already welcoming Nicholas Latifi's father's company Sofina Foods.

With their fall from grace in recent years, many sponsors have gone from the Grove-based side. Crucially, Martini left at the end of 2018, as did Sergey Sirotkin's sponsors SMP. In 2019, Robert Kubica brought new sponsors with him in PKN Orlen, but the Polish company pulled out at the same time Kubica left.

With Rexona's announcement it would leave Williams for the 2020 season as well, the announcement of both Sofina Foods and Lavazza comes at a very welcome time for Williams. Despite the team's rich history, lack of results always makes it difficult to draw in new sponsors.

Lavazza have sponsored Latifi's racing career since 2016, when the Canadian was in Formula 2.