Sofina Foods, the food product company founded and managed by Canadian billionaire Michael Latifi, has expanded its sponsorship partnership with ROKiT Williams Racing for 2020.
The new deal, which is likely linked to Williams’ recruitment of Latifi’s son Nicholas, comes at an opportune time for the Grove-based outfit which lost several of its sponsors at the end of last season.
Robert Kubica’s personal sponsor, the PKN Orlen oil company, did not renew its commitment to Williams following the Polish driver’s departure from the team at the end of 2019
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But Williams also lost long-time backer Rexona, the deodorant brand owned by Unilever, while smaller sponsors such as Symantec, Omnitude and Tata have also decided not to sign extensions with the struggling squad.
Therefore, Sofina’s increased sponsorship is welcomed by Williams but also very necessary.
“We are pleased to announce that Sofina has continued their partnership with the team for a second year,” said Williams deputy team principal Claire Williams.
“Sofina’s involvement in the sport has been extremely valuable to their long-term vision, and we are committed to helping them achieve their goals.
“We have thoroughly enjoyed working with them and we look forward to this continuing in the year ahead.”
Michael Latifi