LONDON — Consumers brands group THG has appointed specialist sports marketing agency Right Formula to activate its first sports sponsorship, of the Williams Racing F1 team, after a competitive pitch.

THG’s portfolio includes sports nutrition brand Myprotein, luxury skincare brands Espa and Perricone MD, Europe’s biggest online beauty retailer Lookfantastic and beauty subscription service Glossybox.

The sponsorship agreement, launched ahead of the 2023 Austin Grand Prix with Williams Racing drivers Alex Albon and Logan Sargeant (pictured) sees THG becoming Williams Racing’s official partner across nutrition, technology and ecommerce and sustainability.

Right Formula’s brief for the multi-year programme includes strategy, communications, digital, hospitality and events.

Agency founder and CEO Robin Fenwick said: “We are excited to be working with THG to activate its innovative partnership with Williams Racing that will promote three businesses through one team: Myprotein, Ingenuity [THG’s ecommerce offer] and [ESG consultancy] THG Eco. Today’s Formula 1 audience is younger and more digitally engaged than ever before, making it an exciting time for THG to get involved.”

THG group commercial director Steven Whitehead added: “Right Formula’s experience in Formula 1, industry relationships and digital expertise makes it the perfect partner to activate our partnership with Williams Racing. The team have already acted as invaluable partners as we’ve worked together to launch this exciting partnership.”

Right Formula has a team of more than 80 working with clients including Aggreko, Bang & Olufsen, Casio, ExxonMobil, Hilton Hotels, Loch Lomond Whiskies, Oracle, Pirelli, Qatar Airways, SAP, Stoli Group and Vodafone.