Hamleys extend Williams sponsorship


By Williams F1 Team
March 3 2008

 
 Hamleys extend Williams sponsorship
 

The AT&T Williams team today announced an extension of its sponsorship partnership with Hamleys, the iconic international toy store.

Hamleys, which has partnered Williams F1 since 2004, is extending its commitment to the team by agreeing a new sponsorship deal that will see the
toy store’s distinctive logo graduate to the sidepod positions on the car. The
Hamleys brand will also be featured within the team environment.

Nick Mather, Chief Executive of Hamleys, said, “Our Formula One sponsorship
has provided a novel and successful international marketing platform for Hamleys. Based on this success, we are delighted to be renewing the sponsorship and taking up more prominent positions on the car.”

The AT&T Williams Team Principal, Frank Williams, commented, “Hamleys has
been an enduring partner for AT&T Williams and we are genuinely delighted that today’s increased sponsorship commitment has been prompted by our successful relationship to date. Increased support from premium brands such
as Hamleys will give our partner portfolio an invaluable international retail presence.”
 

Hamleys extend Williams sponsorship
Posted by: Williams F1 (IP Logged)
Date: 03/03/2008 11:09

Hamleys extend Williams sponsorship

Re: Hamleys extend Williams sponsorship
Posted by: campos7 (IP Logged)
Date: 03/03/2008 13:29

Has someone information about the new deals of sponsorship?

Duration, money...

sorry for my english

http://img210.imageshack.us/img210/9255/uy6ursz2.jpg

Re: Hamleys extend Williams sponsorship
Posted by: Gunk (IP Logged)
Date: 03/03/2008 14:32

I think it's odd marketing . . . Hamley's isn't that international compared to other retailers. Besides London, there's just a website and a couple of small shops at Heathrow.

If the target audience is kids of all ages and both sexes, F1 probably appeals to a very small segment. Hamley's doesn't capitalise much on its sponsorship either - there isn't a Nico teddy or a Naka pedal car or a cuddly Patrick Head doll.

Maybe I'd be surprised if I saw the numbers?

Re: Hamleys extend Williams sponsorship
Posted by: ndsask (IP Logged)
Date: 03/03/2008 16:26

Hamley's wants to go global, so I don't think it's an odd decision by Baugur:

Quote:
A bit more Baugur at Williams
Hamleys, the celebrated London toy emporium, has extended its sponsorship of the Williams F1 team. The Hamleys logos will now been seen on the sidepods of the cars. The company, which is owned by Icelandic investment group Baugur, has supported Williams since 2004 and says that the sponsorship has been a great success.

The company is in the process of trying to establish a global presence with the aim being to one day have Hamleys stores in all the major cities in the world. Hamleys has already opened five concessions in House of Fraser stores, three in Danish retailer Magasin - both chains which are also owned by Baugur, in addition to two factory outlet stores, and seven airport and train station shops. In the next few weeks Hamleys will open stores in Dubai, UAE and Jordan and is in discussion with potential partners in India, Singapore, Turkey and China. There is also talk of expanding to UK cities and there will be more airport and station stores and further concessions in other stores. The aim is to treble turnover in the next three to five years and F1 is obviously an important part in that process.

Hamleys is one of London's top 10 tourist attractions and is visited by four million people each year.

Williams is another British institution and has backing from several other Baugur companies.

[www.grandprix.com]

Re: Hamleys extend Williams sponsorship
Posted by: Gunk (IP Logged)
Date: 03/03/2008 17:25

Thanks for background.

They must be serious. Sidepods don't come cheap.

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