Williams partner with Two Circles

Agency to strengthen Formula One team's digital output.

Williams partner with Two Circles

Formula One team Williams has entered into a partnership with data-led digital sports marketing agency Two Circles.

The agency, which was named the BT Sport Industry Agency of the Year for 2016, has been working with the team to improve digital fan engagement and build ties with an estimated global Formula One fanbase of 57 million.

Since the collaboration began, Williams' database has grown 600 per cent, reaching supporters in over 140 countries worldwide with newly digital launched content such as the documentary series Williams Heritage Stories.

The two parties are planning a series of wider activations over the next year, including offering fans personalised behind-the-scenes experiences.

"Working with Williams is hugely significant for Two Circles," said George Foster, lead consultant at Two Circles. "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.”

Williams currently stand fifth in the Formula One constructors' championship, with drivers Felipe Massa and Lance Stroll having amassed 59 points between them.