Staffordshire-based excavator-maker JCB (www.jcb.com/en-gb) has entered into a partnership with Williams Martini Racing ahead of the 2017 F1 season.

As a result, JCB branding will appear on the chassis and rear wing of this year’s Williams Mercedes FW40 race car. It will also feature on Felipe Massa and Lance Stroll’s race suits and helmets, plus — from the British Grand Prix onwards — all trackside personnel team kit.

Lord Bamford, chairman of Rocester-based JCB, said: “Designing and engineering innovative products is at the core of what JCB does. We frequently combine our engineering expertise with some of the best automotive technologies, which means that our machines are very fuel-efficient and intuitive to operate.

“Our partnership with Williams Martini Racing builds on that innovative and technological link and our company’s long association with motor-sport.” He added that the company is “no stranger to the world of motor-sport”.

A specially designed car powered by two of its engines holds the world speed record for a diesel-powered car.

“Claire Williams, deputy team principal at Williams Martini Racing, said: “We are delighted to welcome JCB to our family of partners.

“Engineering and innovation are also at the core of everything we do at Williams, which makes this partnership one of shared values and aspirations.

“As two great British brands, we share a similar drive to continually push boundaries and not rest on our laurels in our desire to be the best.”