Atlassian Williams Racing partner with New Era

Atlassian Williams Racing have announced a multi-year partnership with apparel brand New Era.

Starting next year, New Era will serve as an Official Partner of the British F1 outfit. The deal will see New Era design and supply the team with a full range of apparel, headwear, and accessories for “the entire team, drivers, and fans worldwide.”

The New York-based brand will also take up the role of Williams’ Official Teamwear and Headwear Partner and kit the team “from head to sock”, in what is a first-of-a-kind partnership for the brand.

New Era will also serve as an official partner of Williams’ Sim Racing team, Driver Academy, and the Heritage programme.

Luke Timmins, Merchandise and Licensing Director, Atlassian Williams Racing, commented:

“For almost 50 years Atlassian Williams Racing has been known for its bold innovation and passion for racing. From our world-class drivers and engineers to our first-rate fans and partners we are building a team to win again, and take pride in doing things differently. This first-of-its-kind partnership with New Era will mean Atlassian Williams Racing shows up in style and help reach new audiences to join our journey back to the top.“

Paul Gils, VP EMEA and India, New Era, added:

“Atlassian Williams Racing is one of the most iconic names in motorsport, and we’re extremely proud to join them on their transformative journey of resurgence and redefinition. Together, we will create world-class products for a global fan base that speaks to tradition, innovation and a bold future – both on and off track.“