Bruno Senna's sponsors already adorn the Williams team clothing © Williams
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When Pastor Maldonado signed for Williams at the start of last season it owed as much to the financial package he brought to the team as his ability. His performances in 2011 were satisfactory but not good enough to dispel mutterings that better drivers had been left sitting on the sidelines.
Now the team has unveiled Bruno Senna as Maldonado's team-mate for 2012. Eighteen grand prix starts for HRT and Renault with one top-ten finish probably gives a fair reflection of his abilities. But crucially he brings a substantial amount of sponsor money with him - estimates claim as much as $20 million - and that was enough to see off more talented candidates.
Pay drivers have been around as long as the sport itself. But that Williams has now sold both its race seats is a sad indication of how far the team has slid since its glory days when it lured Bruno's uncle, Ayrton, simply because it was the No. 1. Even Marussia and Caterham, ostensibly inferior teams, find a balance between cash and ability.
For a team that has undergone a major restructuring the safe hands of Rubens Barrichello would have provided an obvious barometer to measure progress. But the fact that he found sponsors himself in order to pay to keep his drive and was still overlooked hints at the financial problems for Williams.
Senna has shown flashes of real talent - one thinks of his qualifying performance at Spa last year - but ultimately he wasn't retained at Renault, and a driver with money and speed is a team principal's holy grail. While both he and Maldonado will do a solid job, neither is likely to set the world on fire or provide the much-needed dynamic to revive former glories. But at the moment, balancing the books is the No. 1 priority for a team seemingly drifting slowly down the F1 pecking order.
Martin Williamson is managing editor of digital media ESPN EMEA
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Martin Williamson
Martin Williamson is managing editor of digital media ESPN EMEA Martin Williamson, who grew up in the era of James Hunt, Niki Lauda and sideburns, became managing editor of ESPN EMEA Digital Group in 2007 after spells with Sky Sports, Sportal and Cricinfo
The old Lotus went down back in the 90s because of their 'old fashion' mentality. When every other team was using computers and CAD to aid their development, Lotus was still using pencil, ruler and paper. I suspect this is the same thing happening with Williams, too many retirees working in the team while young talents are silenced.
Posted byanyone defending williams has not watched formula 1 recently. Pastor has shown little upside and Bruno is constantly up and down. This is one of the worst driver line ups I have seen in a while. Honestly I can see Toro Rosso doing better with their two rookie drivers.
Posted byBruno is in F1 mainly because of his name. Great drivers can show their potential even with slower cars. When I first saw Alonzo in a Minardi and scored a point or two in Australia, I immediately can tell that he is a good driver ... same thing with Kimi when he was driving for Sauber ... and good teams are quick to pick-up on this. Too bad for Williams, I think their downhill started when Adrian Newey left them and also parted ways with Renault.
Posted bySticking with Rubens may not bring any "spark" into the team. The current choices of drivers maybe the best available, at least this year
Posted byLets just see how it all plays out fellas! I cant wait
Posted byPotential is one thing Marc, but as inexperienced drivers they would need an unbelievable car to really do something great, and I don't think that Williams has the funding or the personnel to do that, especially this year. All their money will be wasted trying to update a car that won't be very good at the beginning of the season, and Williams will be playing catch up. However, I do hope Bruno is a regular points scorer, because i think he has more talent than Pastor, he's a real just money driver, I think Bruno brings a bit more to the table than money. Shame they'd retain someone like Pastor over Rubens.
Posted byI think bruno is in F1 mostly becouse of the glorious last name he bears. I am not saying he sucks, I am just saying he is not that good... Glorious name+good sponsorship+a loaded family to back you up and you have a seat in Williams F1. I think, for exemple, that niko rosberg has made a name of his own by now, I hope bruno can probe me wrong, but as for today, I think he is here mainly becouse of his name. And, about williams, I think they should hire somebody that knows how to do a lot with less... somebody like mike gascoyne... or paul sttodart (he survive must of the Not so friendly with the economy F1). Maybe that way williams can return to its glory days.. GO Mclaren, beat the carp aout of red bull!!!!
Posted byShame! Dumb decision, as the year's results will show.
Posted byMartin I think you have summed it up nicely. Who in their right mind would turn down Rubino's obvious experience WITH sponsors for a driver who hasn't proven his worth. I think what's happening here is the new car is going to be another failure and Williams are looking for the cash yes but also someone to blame for another dismal season. I'm afraid Bruno and Pastor are going to be the scapegoats. If they kept Rubino they wouldn't be able to blame the drivers because after 19 years he obviously knows what he's doing.
Posted byWilliams have had their days, they will suffer the same fate as the old Lotus team within a few years, unless they sell equity to Renault or someone who wants to stick around. Frank and the boys cannot rely on sponsorship money alone anymore.