As the Williams FW31 took to the track in Portimao, the results of its commercial activities over the winter were apparent. The team has renewed or upgraded over ten partners since last summer when Philips confirmed that they were upgrading their partnership with the team. With the whole of Philips' Consumer Lifestyle division now party to the partnership, Philips' branding appears on the front-facing rear wing and on the FW31 sidepods.

Dominic Reilly, the team's Head of Marketing, commented, "Philips has demonstrated, through its excellent track record of sponsorship execution, that their Formula One engagement has made a real difference to the bottom line. As a consequence, Philips have upgraded from the Shaving Division to the whole of its Consumer Lifestyle group. In consideration of this, Philips will have substantially increased livery on the 2009 race car."

Since announcing this new agreement in late 2008, a further nine agreements with existing partners have been signed, including Allianz, PPG, Oris, MAN and the recent announcement of another upgraded and extended agreement with Randstad, who now become one of the team's senior partners as confirmed last week.

Adam Parr, Williams Chief Executive (right) said, "We are very grateful for the loyalty and steadiness of purpose of our partners. We never take anything for granted, but our 2009 and 2010 budgets are in place thanks to the support of our partners as well as the increased revenues from FOM and the work being done by FOTA and the FIA to reduce costs. It is now our responsibility to make sure that our partners and the many other people who support the team enjoy a return on that investment."

To check out our Williams FW31 gallery, click here