ROKiT Williams Racing has strengthened its commercial deal with Sofina Foods ahead of 2020 F1 season but has likely lost the backing from Rexona.

Sofina joined Williams F1 Team in 2019 when Nicholas Latifi was made the reserve driver and with the Canadian getting promoted to the race seat in 2020, his father’s company has thus extended its partnership with the Grove-based outfit.

The new deal means more prominent branding of Sofina as opposed to 2019 where the sticker could be found on the nose of the F1 car. From 2020 onward, the brand will feature on the back of the FW43’s rear wing, as well as the race suits and teamwear.

Deputy team principal Claire Williams said: “We are pleased to announce that Sofina has continued their partnership with the team for a second year. Sofina’s involvement in the sport has been extremely valuable to their long-term vision, and we are committed to helping them achieve their goals.

“We have thoroughly enjoyed working with them and we look forward to this continuing in the year ahead.” At the same time, Sofina’s Brent Quartermain added: “Having a presence in F1 has brought great value to our company, so it was a logical step to build on that success by increasing our involvement with Williams for the 2020 season.

“F1 is a sport that has mass global appeal and is perfectly suited to our international growth ambitions. We’re looking forward to supporting our friends at ROKiT Williams Racing and aiming for a successful season both on and off the track.”

While Williams has got a boost from Sofina, on the other hand, it has lost PKN ORLEN, which moved over to Alfa Romeo Racing with Robert Kubica. They have likely lost Rexona as well, which joined the British F1 outfit as a sponsor in 2014.

The famous logo of the brand – which is owned by Unilever – has been prominent on the Williams car but it seems like the contract which ended in 2019 hasn’t been renewed as Rexona no longer features on the team’s website’s partner listing.

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