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Following
Philips Shavers three successful years of sponsorship of the AT&T Williams
team, Philips Consumer Lifestyle today confirmed a widened agreement with
the Formula One team in order to extend the marketing benefits to more of
its business categories.
 In
a new multi-year agreement, the sponsorship will be broadened to span
Philips entire Consumer Lifestyle sector, enabling six business units to
generate sales uplift founded on a global and scalable marketing platform.
The positive experience of Philips’ Shaving category has been instrumental
in influencing the extension of the sponsorship program to all aspects of
Consumer Lifestyle marketing communications.
In 2008, Philips Shavers entered its third season as a sponsor of the AT&T
Williams team. Philips’ Shavers business saw exceptional growth with a 10%
increase in Q2 2008 sales compared to the same period in 2007. The clear
success of the partnership and the support it has provided to the launch of
Philips breakthrough shaving products, arcitec and Philips Nivea for Men
shaver has led Philips to extend its commitment to the AT&T Williams team.
Egbert van Acht, Chief Marketing Officer and EVP Philips Consumer Lifestyle
said, “In the past three years, Philips Shavers has reported quantitatively
assessed sales growth driven in part by a cohesive and appealing marketing
effort built on our Formula One engagement with AT&T Williams. Based on the
careful assessment of hard metrics and our increased understanding of how to
exploit a global sponsorship, we are delighted to be able to broaden our
relationship with the team and offer the same growth opportunities to all
six business units in our Consumer Lifestyle Sector.”
The business units within Philips Consumer Lifestyle Division include
Television, Shaving & Beauty, Audio, Video & Multimedia, Domestic
Appliances, Peripherals & Accessories and Health & Wellness.
 The
new multi-year agreement will see the Philips brand reflected even more
extensively within the AT&T Williams team, including primary branding
locations on next year’s car, the FW31, and on the pit stop lollipop in
addition to the established inventory elsewhere on the team’s race cars,
uniforms and other assets.
In 2009, Philips Consumer Lifestyle will extend its global activation plan
of the sponsorship including major executions such as a global promotion to
win a chance to drive an AT&T Williams Formula One car and, following the
award-winning success of its advertiser funded programming in 2007 and 2008,
the company will once again be commissioning long form television
programming based on Formula One for international distribution.
Commenting on the confirmation of the extended partnership, Sir Frank
Williams, the AT&T Williams Team Principal said, “Naturally we are delighted
to have the support and patronage of one of the world’s most valuable
brands, but what makes this agreement all the more satisfying is that it is
based on the real and positive return on investment experience of Philips
Shavers over the past couple of years. We look forward to being able to make
the same contribution to the wider ambitions of the whole of Philips
Consumer Lifestyle Sector.”
The AT&T Williams team and Philips’ partnership is a strategic alliance that
brings together two companies with similar values and culture. AT&T Williams
is one of the world’s leading Formula One teams and has secured 16 FIA
Formula One World Championship titles, while Philips is one of the world’s
leading health and well-being companies. Today, Formula One is the world’s
single most popular annual televised sporting event with an average of 162
million TV viewers across the globe per Grand Prix. |
