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Chicago, Ill., February 8, 2024 – rEvolution, the global leader in sports marketing, has helped to reignite a historic partnership in Formula 1 between heavy equipment manufacturer Komatsu and Willams Racing that sees Komatsu become Principal Partner of the British team.

Announced at the team’s launch in New York City on Monday (February 5), the partnership reunites two innovation leaders, who shared a successful partnership in the 1980s and 1990s, for a brand-new multi-year deal at the pinnacle of technology and motorsport.

Komatsu engaged rEvolution to provide sponsorship consultancy and strategic direction from the outset of the process; the agency will now be retained by Komatsu to help the brand activate its exciting new partnership throughout the 24-race FIA Formula 1 World Championship.

“We’re excited to partner with Komatsu and reignite a historic and innovative partnership with Williams Racing in the fast-paced world of Formula 1,” said John Rowady, founder and CEO of rEvolution. “Our commitment and passion to authentically connect brands with fans aligns seamlessly with Komatsu’s dedication to engaging the next generation of innovators. We’re excited to collaborate with both sides to drive performance and results from this partnership.”

“rEvolution has been an integral partner to Komatsu in the development of this brand-new partnership with Williams Racing.” said Todd Connolly, Vice President Global Brand Transformation at Komatsu. “We have been able to draw on the agency’s vast expertise in the sports marketing and sponsorship field and especially its impressive credentials in F1. We look forward to working closely with the team as this partnership evolves.”

rEvolution will support Komatsu to deliver a holistic activation campaign with its global integrated client services team working across three continents. The account will be overseen by Executive Vice President International, Claire Ritchie, located in rEvolution’s recently established base in Singapore, offering round-the-clock support with ICS teams in Asia Pacific, UK and Europe, and the US. Komatsu will have access to rEvolution’s full suite of services and industry experts to produce innovative marketing solutions that successfully drive business performance.

“We are thrilled to see Komatsu named as Principal Partner for Williams Racing with a multi-year deal that brings back together two iconic brands,” said Claire Ritchie, EVP International of rEvolution. “We have worked closely with Komatsu over the past year to deliver strategic counsel and to help them identify an F1 partnership that will help drive their business goals.”

About rEvolution:

rEvolution is an independent, global, and fully integrated sports marketing agency comprised of industry experts in consulting and business strategy alongside marketing and creative specialists who produce award-winning sponsorship and marketing campaigns for brands and right holders throughout the sports industry. Simply put, we authentically connect brands to fans that drive business performance. For more information, visit

About Komatsu

Komatsu is known as a world leading company that engages in the manufacture and sales of construction and mining equipment, utility equipment (compact machines), forest machines, industrial machinery and others. Komatsu operates in more than 140 countries and is well known for the innovation the company has brought into the industry, such as the world’s first autonomous dump truck and is leading development towards carbon neutrality in construction equipment with a range of electric, hybrid and fuel cell models providing an alternative to their fossil fuel equivalents.

Note to editors:

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Media Contact:

Jon Gomez

[email protected]