Formerly known as The Hut Group, Manchester-based THG is an e-commerce retailer selling its own brands, mainly in beauty and nutrition, as well as third-party goods.
Williams says that it shares with THG the “common values of being disruptors in their own fields through championing new technologies and innovating on what is traditionally possible.”
The arrangement with Williams involves three of THG’s global brands, two of which – Myprotein and Ingenuity - will have their logos on the cars and on drivers Alex Albon and Logan Sargeant.
Myprotein, the world’s leading online sports nutrition brand, has become the official nutrition partner, with the aim of improving human performance within the organisation.
Digital commerce brand Ingenuity is now an official technology and e-commerce partner of Williams, with the company noting that it will “integrate its data-driven approach, proprietary software and technology to manage the global fulfilment of Williams Racing merchandise for e-commerce, improving speed to market, customer loyalty and satisfaction, and overall efficiency.”
Source: Autosport