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Israel Start-Up Nation latest team to partner with Formula 1

Joe Robinson
15 Jan 2020

British team Williams will enter marketing and product partnership with WorldTour's newest outfit

Israel Start-Up Nation have become the third WorldTour cycling team to partner with Formula 1, entering a collaboration with the Williams F1 team.

Announced in Tel Aviv on Wednesday, Israeli race driver Roy Nissany was unveiled as the team's test driver for the coming season as the partnership promised to work together on marketing and product development.

Talking to press at the launch, team owner Sylvain Adams expressed his excitement to follow Team Ineos and Bahrain-McLaren in this cross-sport collaboration.

'The Williams car will feature the Israel Start-Up Nation logo, and there will be cross-marketing and product development between the two programmes,' said Adams.

'ISN is the third professional cycling programme to have a collaboration with an F1 team, after Mercedes' partnership with Team Ineos and the Bahrain-McLaren joint venture.

'I am hoping to earn ISN new fans from the F1 world, and conversely, the same for Williams amongst ISN's many supporters. 2020 will be an exciting year.'

Israel Start-Up Nation are the WorldTour's newest team having made the jump from ProContinental in winter, buying the licence of the now-defunct Katusha-Alpecin setup.

Funded by Israeli-Canadian billionaire Adams, the team has been greatly ambitious in its goal to develop cycling in Israel, with Adams being a key component in bringing the Giro d'Italia to the country in 2018.

The team have also underlined their ambitions with a raft of high profile signings for 2020 including Andre Greipel, Dan Martin, Nils Politt and Alex Dowsett.

This is also the latest in a trend of professional cycling teams joining forces with the world of Forumla 1 with a view of improving their research and development.

Bahrain-Merida have become Bahrain-McLaren after the British Formula 1 team came on board as title sponsor in the winter while Mercedes have partnered with Team Ineos for the coming season too.