On Track
Komatsu and Williams Racing reignite historic partnership with multiyear deal
Komatsu is back in the racing game after signing a multiyear deal with Williams Racing to become the British team’s principal partner for the start of the 2024 FIA Formula One World Championship (F1) season. Komatsu’s logo and branding will feature prominently on the 2024 Williams Racing livery, as well as the team’s overalls and kit, during the F1 season.
Komatsu was a key F1 partner of Williams Racing during the 1980s and 1990s, a period of abundant success for the team. The most notable achievements were in 1996 and 1997, when Komatsu supported Williams Racing to Constructors’ and Drivers’ Championships with Damon Hill and Jacques Villeneuve, respectively. With an eye to the future, both brands are excited to build on their shared history as they embark on a new era.
Komatsu’s official designations with Williams Racing reflect the companies’ shared focus on the long-term development of engineering, technology and new generations of talent: Official STEM and Early Careers Partner, Official Esports Partner, and Official Construction Machinery Partner. These areas will overlap and combine within the partnership, as Komatsu endeavors to engage and bring focus to the next generation of innovators through STEM events enriched by the Williams Racing esports platform.
“Komatsu and Williams Racing have shared values around innovation and the development of our people,” said Hiroyuki Ogawa, President and CEO of Komatsu Ltd. “Through our partnership, we look forward to creating value together, both on and off the track. Our partnership with Williams Racing is aligned with Komatsu’s mission to create value through manufacturing and technology innovations to empower a sustainable future where people, businesses and our planet can thrive together.”
Foundation for cross collaboration
One of the driving forces behind the partnership was the alignment of vision that the two brands share. The characteristics embedded in Komatsu’s DNA and values, such as cutting-edge technology, outstanding quality and unwavering reliability, are all demonstrated by Williams Racing at the highest level of motorsports. This new partnership creates a foundation for cross collaboration between the companies into the future.
“Williams Racing is delighted to be rekindling our relationship with Komatsu,” said James Vowles, Team Principal of Williams Racing. “We have enjoyed huge success together in the past and reuniting is a significant step in Williams Racing’s long-term mission to return to the front of the grid. Both Williams Racing and Komatsu are committed to attracting and developing the best young talent in pursuit of our goals, and we look forward to working together again.”
