Williams Racing has announced an exciting new partnership with Latin America’s e-commerce and digital payments giant, Mercado Libre. This collaboration marks Mercado Libre’s entry into the high-octane world of Formula 1, further expanding the sport’s global reach.
Mercado Libre, a powerhouse with over 100 million users across 18 Latin American countries, was recognized as one of Time magazine’s 100 most influential companies last year. The partnership with Williams Racing will see the company’s iconic handshake logo featured prominently on the FW46 cars driven by Alex Albon and Franco Colapinto, starting from the Azerbaijan Grand Prix.
This partnership is particularly significant as it follows the recent announcement that Argentine driver Franco Colapinto will be racing for Williams for the remainder of the season. The collaboration deepens the team’s ties with Argentina, a country with a rich history in Formula 1, including the legacy of Carlos Reutemann who raced for Williams in the 1980s.
Mercado Libre joins a growing list of major companies partnering with Williams in 2024, including Komatsu, Keeper Security, VAST Data, and Jumeirah. These partnerships are part of Williams Racing’s broader strategy to transform the team as it strives for success on the global stage.
James Vowles, Team Principal of Williams Racing, expressed his enthusiasm for the partnership, stating, “It is fantastic to welcome Mercado Libre into Formula 1 as a partner with Williams Racing. Mercado Libre is one of the most important and trusted brands in Latin America, and their decision to partner with us is a demonstration of F1’s position as a truly global sport and Williams as an iconic international sporting franchise. As the team which secured Argentina’s last F1 win with Carlos Reutemann, and is writing a new chapter for the country with Franco at the wheel, we are proud to extend our links with a country and region that is so passionate about the sport.”
Sean Summers, CMO of Mercado Libre and Executive VP of Mercado Ads, echoed these sentiments, emphasizing the alignment between the values of Formula 1 and Mercado Libre. “We are thrilled to announce our partnership with Williams and Franco Colapinto as it aligns perfectly with the growing popularity of the sport worldwide and is an amazing opportunity for Mercado Libre to connect with millions of users and fans across Latin America. Formula 1 embodies speed, technology, continuous improvement, and teamwork, core values that Mercado Libre shares in its mission to transform realities through e-commerce and financial services in Latin America.”
This partnership is set to bring exciting activations, particularly at the Latin American races later this year, where Mercado Libre’s distinctive yellow branding will be prominently featured, further cementing the collaboration’s impact in the region. As Williams Racing continues its transformation, this partnership with Mercado Libre underscores the team’s commitment to building strong, global relationships that propel both its on-track performance and off-track presence.
