As our readers know, the automotive and motorsports sectors play a pivotal role in the world of brand partnerships and collaborations. Some recent examples we hosted on these pages are Volvo with Phillip Lim or the Montegrappa tribute to F1.

This constant evolution brings brands together, in particular from a hi-tech point and performance values, to attract the consumer to live new and different experiences. In the wake of all this, the British team William Racing has entered into a multi-year agreement with renowned Danish luxury audio company Bang & Olufsen..

The partnership does not limit to the sponsorship level, through the presence of the Bang & Olufsen logo on the FW44, but marks a collaboration on future Bang & Olufsen x Williams Racing product development to create impactful, immersive and multi-sensory experiences for all customers and fans, to be experienced at the Bang & Olufsen stores, at Williams Racing facilities trackside at various Grands Prix, and at the Williams headquarters in Grove, Oxfordshire.

“I’m delighted to welcome such a globally iconic brand to the Williams Racing stable of partners.” said Williams Racing CEO and Team Principal Jost Capito. Kristian Teär, CEO of Bang & Olufsen, is excited about the partnership and believes it will help the company attract the attention of more global consumers. “I’m proud of this new partnership. We share Williams’ passion for excellence, performance, and the desire to create only the best, and together we can provide some extraordinary experiences to fans and customers.”

Click here , to see the presentation video of the partnership.