Fast Start For Williams In Fan Engagement Campaign

Formula One team Williams recorded strong results in its new partnership with data-driven sports marketing agency Two Circles to bring its millions of fans and followers closer to the world of Williams and Formula One. Two Circles is working with Williams to reach an estimated global fanbase of 57m, and to invite the 21m who identify themselves as Williams fans closer to the brand through a new digital, content and CRM ecosystem. 

The partnership has seen Williams grow its database by over 600%, into 140 countries, and has launched a new content series for fans. This August more than 40% of Williams’ target audience watched FW14B, episode one of new series Williams Heritage Stories.

Richard Berry, Commercial Director at Williams, said: “Williams believes fans make the sport, and we’ve launched a major drive to give them a radically more vibrant and personalised fan experience. To do this, we need to get to know and understand our fans better, and that’s why we’re working with Two Circles. Our ambition is to grow our fanbase over the coming years, both in the UK and globally, as the sport is revitalised under new ownership, and become synonymous as the team that put fans first.”  

George Foster, Lead Consultant at Two Circles, added: “ Formula One is one of the most popular global sports and teams have a huge opportunity to develop their digital footprints under the sport’s new leadership. With Williams’ fan-centric approach and our experience working with other leading rights-holders to build and engage with their fanbases, we’re already seeing the positive results of the partnership.”

Two Circles and Williams are planning a number of new activities in the next 12 months including international consumer campaigns for Unilever-owned deodorant and antiperspirant brand Rexona, and personalised fan experiences that offer exclusive access to behind-the-scenes stories, videos, and invites to race experiences.