Lewis Silkin represents Martini in their sponsorship of the new Williams Martini Racing F1 team
18 March 2014
Lewis Silkin’s acclaimed advertising and brand management team is proud to have acted for Bacardi-Martini in their title sponsorship of the Williams Formula One team which will now compete as “Williams Martini Racing”, putting the world renowned name of Martini and its famous racing stripes back on the grid.
Lewis Silkin’s acclaimed advertising and brand management team is proud to have acted for Bacardi-Martini in their title sponsorship of the Williams Formula One team which will now compete as “Williams Martini Racing”, putting the world renowned name of Martini and its famous racing stripes back on the grid.
This season Formula One is visiting 19 tracks in 19 countries, with differing national, state and regional laws on the marketing of alcohol and sponsorships. As the leading brand management and advertising and marketing law firm in the UK, with a strong network of partner firms through the Global Advertising Lawyers Alliance (GALA), Lewis Silkin were able to offer comprehensive advice internationally to Martini on the sponsorship deal.
Lewis Silkin’s involvement has included: negotiating and drafting the title sponsorship agreement for Bacardi-Martini; advising on alcohol regulation in all territories hosting a race in 2014, together with other key markets; and advising on Martini’s exciting and unique activation plans.
The Lewis Silkin team, consisting of Alex Kelham (Senior Associate), Danny Bugler (Associate), and Jo Farmer (Partner) worked hand in hand with Gian Paolo Leproni, General Counsel at Bacardi Martini who led the legal negotiation of the title sponsorship. They provided extensive support, expertise and in depth knowledge of the sports industry and alcohol sector to ensure the success of this iconic deal.
Alex Kelham of Lewis Silkin, comments: “Williams Martini Racing has been an incredibly interesting, exciting and prestigious project to work on. The regulation of alcohol means that this is no ordinary sponsorship deal. A great deal of time, effort and brain power on all sides has been spent to ensure that the deal crossed the line and that the sponsorship will be activated successfully.”
Gian Paolo Leproni, General Counsel at Bacardi Martini, says: “It has been possible to achieve a lot, in terms of quality and quantity, notwithstanding quite short deadlines, thanks to the integration between the Lewis Silkin team and our in-house legal and business resources. Great team work!”.
For further information please contact:
Mark Grant
Director of Business Development
Lewis Silkin
Tel: 020 7074 8226
Email: mark.grant@lewissilkin.com