ROKiT Williams Racing announced a unique partnership with The Financial Times ahead of the F1 Azerbaijan GP.

In a first, a business publication ‘The Financial Times’ has joined hands with a F1 team, as Williams announced a multi-year deal with the British based newspaper, which focuses more on the business and economic side of global news.

Williams says the deal will ‘increase both organisations’ visibility among global, influential audiences and combine marketing assets, enabling the team’s commercial partners to access integrated sponsorship and advertising solutions’.

The logo of The Financial Times (FT) will feature on the inside of the FW42’s rear-wing end plate from this weekend’s Azerbaijan GP, for the rest of the 2019 F1 season.

“I am delighted to announce the Financial Times as an Official Partner to ROKiT Williams Racing. In only a few short years, the landscape for marketing and brand exposure has changed significantly for all sports, including F1,”said Claire Williams.

“The opportunity to collaborate with the FT to embrace these new forms of media and digital opportunities is hugely exciting for both our team and our existing partners, and I am looking forward to seeing how the partnership develops.”

At the same time, FT’s Global Commercial Marketing Director, David Buttle added: “This is a hugely exciting partnership between two iconic British brands, both operating globally and at the forefront of their respective fields.

“The innovative structure of this deal will both extend the FT’s brand and bring together complementary commercial assets and capabilities.” The deal comes at a time when Williams is amid a difficult campaign with no points in the first three races.