Auto Culture

Williams Renews Rokit Sponsorship Ahead Of 2020 Formula One Season


As perennial back markers – and scorers of a single point during last year’s racing season – the Williams Formula One racing team could use any good news and good news has indeed arrived in the form of a company willing to continue sponsoring their car – Rokit Drinks will continue to be a major sponsor of Williams through the 2023 season.

Founded by Jonathan Kendrick and Patrón Tequila co-founder John Paul DeJoria, Rokit comprises Rokit Drinks and technology firm Rokit Phones. Rokit Drinks produces Bandero Tequila and the Bogart’s Spirits range, which includes an Irish whiskey, rum, gin and vodka.

Rokit began as title sponsor for the Williams Formula One team last year and has announced that they will continue in that role for four more years – with Kendrick being realistic about Williams’ performance last year.

“Williams had a pretty bad year last year and people have asked me if we were disappointed with that, but actually I’m ecstatic,” said Kendrick. “I’m not ecstatic with the car, it was at the back, but from a brand proposition point of view it is amazing what that sponsorship has done.

In 2020, Rokit will also sponsor the Venturi team in Formula E as well as Colombian driver Tatiana Calderon, who will be the first woman to race full time in the Japanese Super Formula series. Calderon will race under the Bandero Tequila banner in the upcoming series.

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