P1racenews AI automatic summary:
Williams will sport a “heritage-inspired” yellow engine cover in collaboration with commercial partner Mercado Libre at the Formula 1 Mexico City Grand Prix.
Mercado Libre, established in Argentina, formed a partnership with Williams in August, coinciding with Franco Colapinto’s debut at the Italian Grand Prix. The E-Commerce and Digital Payments giant boasts over 100 million users in 18 Latin American countries. To mark the collaboration in Mexico, Mercado Libre’s branding will feature prominently on the engine cover of the Williams FW46, reintroducing yellow to this aspect of the team’s car for the first time since Alain Prost’s 1993 championship victory. Yellow was a prominent feature on Williams’ engine covers during the successful 80s and 90s era, which yielded titles for Nelson Piquet, Nigel Mansell, and Prost. Celebrating the partnership further, Alex Albon’s and Colapinto’s race suits will also showcase the vibrant yellow, with Colapinto slated to star in a TV commercial to enhance the promotion. Williams’ Commercial Director, James Bower, expressed excitement, highlighting the shared values of speed, trust, and innovation between the two brands. Mercado Libre’s Marketing VP, Juan Lavista, echoed these sentiments, emphasizing the connection between the thrill of racing and the company’s dedication to prompt and secure delivery services, aiming to establish meaningful relationships with fans globally. Additionally, Colapinto will pay tribute to F1 legend Carlos Reutemann, a fellow Argentine with ties to Williams, by donning a helmet inspired by Reutemann’s design during the Latin American races. Reutemann, known for his illustrious career and 12 GP victories, left a lasting impact on the sport.
