With only one per cent of F1 fans worldwide able to attend a grand prix in their lifetime, Williams is taking the sport to them, and its latest destination is South Africa.
The team has confirmed that Alex Albon will visit the country at the end of July, capping a month-long roadshow that has seen the Williams FW48 show car tour shopping centres across Cape Town, Durban and Johannesburg. The visit is part of the team's partnership with Super Group.
South Africa last hosted a grand prix in 1993, when Alain Prost won at the Kyalami Grand Prix Circuit in the Williams FW15C.
More than three decades on, Albon's appearance marks the first time an active Williams driver has officially returned to South African soil.
"I've always wanted to go to South Africa; it's a beautiful country, and South African fans are some of the most passionate in motorsport," Albon said.
"Bringing F1 to the fans, and doing things a bit differently, is what the Williams F1 Team is all about, so this is exactly the kind of moment we love being part of... It is incredible to be the first Williams driver here since Alain Prost won in 1993, and I'd love to see a race in Africa one day, and I definitely want to be back myself!"
The trip is the latest expression of a fan engagement strategy Williams has pursued aggressively in recent seasons.
The team's Fan Zones in cities such as Melbourne, Austin and Las Vegas have welcomed more than 340,000 visitors over the past two years, offering free, immersive experiences to supporters who may never set foot inside a circuit.
South Africa, with its deep and sustained enthusiasm for motorsport, is a natural extension of that approach.
Super Group CEO Neal Menashe described the visit as a fitting culmination of the roadshow.
"Formula 1 has an incredibly passionate following in South Africa, and we are proud to help bring the sport closer to fans through our partnership with Williams F1 Team," Menashe said.
"Seeing the excitement generated by the roadshow across the country has been remarkable... we are committed to creating memorable experiences for sports fans, and this is a unique opportunity to give South Africans an unforgettable Formula 1 experience."
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