ROKiT Williams Racing has added another new partner as Nicholas Latifi’s backer Lavazza has joined the team for the 2020 F1 season.

After Sofina Foods – another of Latifi’s sponsor – increased its involvement with Williams for 2020 F1 season on Tuesday, Italy’s famous coffee brand, Lavazza, has also joined the British outfit as its ‘Official Partner’. The brand is part of the larger Sofina group.

Lavazza has backed Latifi for several years and will continue to support him in F1 as well, by joining Williams. It is a significant sponsorship as the brand will feature on the FW43, as well as the garage, hospitality and even the race suit of both the drivers.

Deputy Team Principal Claire Williams, commented: “Lavazza and ROKiT Williams Racing share similar values, we build our businesses around passion for work, and for our product. These attributes around innovation and entrepreneurship provide solid foundations for our companies to build a strong partnership.

“I look forward to working with Lavazza and welcoming them into Formula One, for the 2020 season.” At the same time, Lavazza Group Chief Marketing Officer, Sergio Cravero, added: “We are thrilled to keep supporting our young ambassador and talent Nicholas Latifi in his new journey in Formula One with the ROKiT Williams Racing team.

“Through these important partnerships, perfectly in line with our internationalisation strategy, Lavazza is able to develop its brand awareness and to spread the Italian coffee culture all over the world.”

While the British team has got Sofina Foods and Lavazza as its backers for 2020 F1 season, the Grove-based team has likely lost Unilever-owned Rexona, which has been with the team since 2014 – with the brand no longer featured on the website.

UPDATE: As noted a couple of times, Williams confirmed the exit of Rexona as their team partner.

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