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World – Randstad signs multi-year sponsorship deal with Williams

24 November 2014

It was announced last week that Randstad (RAND: NA), the second largest staffing firm in the world, has signed a new multi-year agreement with Formula One (F1) team Williams Martini Racing for 2015 and beyond.

The 2015 season will be Randstad’s 10th season as a partner of Williams, making it one of the team’s longest serving sponsors. Although it has enjoyed a strong finish to the 2014 season, Williams finished 3rd in the constructors’ championship and its highest placed driver, Valterri Bottas, came 4th in the drivers’ competition.

The partnership between Randstad and Williams is multifaceted, with Randstad enjoying brand exposure due to its high visibility on the livery of the team’s cars. It also has an extensive off track activation programme that adds value to its clients, candidates and employees through marketing and hospitality. 

Frans Cornelis, Chief Marketing Officer of Randstad, said; “The Williams Martini Racing team demonstrates that success in Formula One relies on the commitment of a talented team performing to the best of their ability. We both share the same goals of striving for perfection in our respective fields and a commitment to excellence in execution. Our successful partnership is based on these close parallels and I’m excited about what we can achieve together in the future.” 

Claire Williams, Deputy Team Principal and Commercial Director of Williams, added; “We are delighted to announce this exciting new commercial agreement with one of our most loyal partners. The scale of the sponsorship shows the appeal of the Williams Martini Racing brand and a shared confidence that the team has the tools needed to continue the impressive form shown in 2014. Randstad are fantastic partners – they utilise the full arsenal of marketing tools that an association with Formula One provides and do so on a global level. We have exciting activation activities planned for 2015 that will further build the Randstad brand across the globe and reinforce the strong synergies between our two companies.”

Although one of the more high-profile sponsorship deals by recruitment firms, Randstad is by no means the only company in the staffing sector to sponsor a major sporting team or franchise.

  • Hays, is the official recruitment partner of Manchester City football club and of Manchester City-owned Major League Soccer (MLS) team New York City FC.
  • Dutch staffing firm Brunel International are sponsors of Sailing Holland, which will participate in 2014-15 Volvo Ocean Race.
  • At the start of 2014, Adecco announced a three-year extension as an international sponsor of tennis’ Davis Cup and the Fed Cup.
  • In July, Italian football team AS Roma announced a two-year sponsorship deal with ManpowerGroup.   
  • UK staffing firm, Pertemps sponsors the Pertemps Handicap Hurdle horse racing series.