Williams Racing appoints James Bower as commercial Director


Williams Racing is delighted to announce the appointment of James Bower as Commercial Director while Tim Hunt moves to become Chief Marketing Officer.

Reporting to Jost Capito, Chief Executive Officer for Williams Racing, Bower’s appointment reflects the continued acceleration of the Williams Racing commercial agenda, with his diverse experience and perspective helping the team’s drive to build greater value for commercial partners. He will lead on the growth of Williams’ commercial partner portfolio, identifying new opportunities across various sectors for commercial growth.

Tim’s move into the role of Chief Marketing Officer, reflects Williams’ renewed emphasis on building sustainable and long-term value for one of the most iconic brands in motorsport.

James joins the team with a wealth of experience having spent the last 14 years at McLaren, most recently as McLaren Racing’s Head of Marketing and Commercial Strategy. In his role, he was a key member of the commercial team that secured new partnerships, and also evaluated racing series outside Formula One. He also led innovative research that transformed the team’s understanding of its fanbase to improve partner activation, create more effective marketing strategy and management of its brand equity. James’ previous responsibilities also saw him lead development of the first Esports competition in Formula One, a ground-breaking partnership with GSK and Vodafone’s title partnership in key markets.

Jost Capito said: “We are thrilled to welcome James Bower to Williams Racing as Commercial Director. As we continue to grow our commercial and marketing offering, his appointment reflects the positive momentum we are building both on and off the track. The appointment speaks to the team’s ambition to further develop its commercial activities, in part by ensuring the expansion of effective and long-lasting partnerships that deliver value to both parties. He joins us with a wealth of valuable experience, and I look forward to seeing what he can achieve.”

James Bower concluded: “I’m proud to join Williams Racing at such an important time for the team and our sport. Williams has a special place in the minds of Formula One fans around the world. It’s this passion for racing, combined with valuable technological capabilities, that I’m excited to leverage to enable companies to solve commercial challenges and build their brands while providing value to our fans.”

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