Sofina was founded by Michael Latifi, and it is reported that the sponsorship dollars from the Latifi camp to Williams will add up to about $40 million in 2020. “I look forward to working with Lavazza and welcoming them into Formula One, for the 2020 season.” The signing of the young Canadian driver is already proving valuable as shown by this deal and the fact that Sofina Foods, his father Michael Latifi’s company, has also agreed a new and expanded deal with Williams. Dikutip GridOto.com dari gpblog.com, Lavazza ini memiliki hubungan dengan ayah Nicholas Latifi, Michael Latifi yang juga pebisnis asal Kanada. The sober and simple white and blue design features the prominent presence of Canadian food conglomerate Sofina, owned by Michael Latifi, the father of Williams driver Nicholas Latifi. The 24-year-old is also backed by Royal Bank of Canada and Lavazza, one of the world’s most prominent coffee roasters. Some of that will also come from Lavazza, a well-known Italian coffee brand. The Canadian also holds links to another new Williams sponsor, Sofina Foods. Latifi's Sofina Foods is the exclusive distributor of Lavazza coffee in Canada. https://www.wi77iams.com/williams-goes-back-to-the-future-with-lavazza-deal His father, Michael Latifi is the founder, chairman and chief executive of the food manufacturer. Baca Juga: Tim Williams di Ambang Kebangkrutan, Dipertimbangkan untuk Segera Dijual. Michael Latifi Brent Quartermain, Sofina Foods executive vice-president and chief commercial officer, said: "Having a presence in Formula One has brought great value to our company, so it was a logical step to build on that success by increasing our involvement with Williams for the 2020 season. Sofina is quite big too. Sofina was founded by Michael Latifi, and it is reported that the sponsorship dollars from the Latifi camp to Williams will add up to about $40 million in 2020. Some of that will also come from Lavazza, a well-known Italian coffee brand. It's a brand of coffee. Acronis is the software company, responsible for several solutions, cloud-based, backups and HDD disaster recovery. Sofina Foods in special has Michael Latifi as its head and business all around too. Dengan adanya sponsor baru Lavazza, kemungkinan besar mobil baru tim Williams akan berwarna biru dan putih. Latifi’s Sofina Foods is the exclusive distributor of Lavazza coffee in Canada. [33] [34] Michael Latifi invested through Nidala £200 million (around US$270 million) in the McLaren Group . That, though, is not Latifi’s only sponsor. New Williams driver Latifi is a Lavazza brand ambassador and the pair’s association dates to 2016. Sofina was founded by Michael Latifi, and it is reported that the sponsorship dollars from the Latifi camp to Williams will add up to about $40 million in 2020. Lavazza is pretty popular worldwide. Latifi is the son of Michael Latifi, an Iranian-Canadian businessman who is the CEO of Sofina Foods, Inc. and also owns a British Virgin Islands company Nidala. 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