OXFORD, UK: AT&T is to sponsor Britain's legendary Williams Formula One autoracing team - filling the vacuum left in 2005 when Hewlett-Packard quit as key-sponsor.

In switching to the small but iconic racing team, the giant telco has dumped its former F1 partner McLaren, the new partnership being branded AT&T Williams. AT&T will play a prominent role at F1 Grand Prix events worldwide, masterminding Williams' communications while promoting its own technology.

Says AT&T cmo Mark Keiffer: "Formula 1 provides a unique platform for a global brand like AT&T. We expect that the relationship between Williams and AT&T will be a key global marketing platform for our enterprise."

Data sourced from mad.co.uk; additional content by WARC staff