Williams Racing inks new deal with Wilkinson Sword

British Formula One team Williams F1 have signed a new multi-year partnership agreement with British razor and other personal care products brand, Wilkinson Sword. The multi-year agreement will see Wilkinson Sword join the Williams F1 Team as their Official Men’s Grooming Partner and have branding present on the Williams race car’s nose box, halo and engine cover. Additionally Wilkinson Sword will also have their logo on the team’s towels, balaclavas, and driver helmets along with working on various fan activations and other branded experiences.

James Vowles, Team Principal, Atlassian Williams F1 Team, commented,

“For both Atlassian Williams F1 Team and Wilkinson Sword, performance means pushing boundaries and innovating for the future. We are proud to have Wilkinson Sword by our side as we drive performance to razor thin margins.”

Jonathan Norman, Marketing Director for Europe at Edgewell Personal Care, said,

“We’re incredibly proud to partner with Atlassian Williams F1 Team, one of the most iconic teams in Formula 1, as they continue their transformation journey both on and off the track.  It’s a natural and compelling alignment. At their core, both brands are performance-led, shaped by British heritage, precision and mastery, and defined by an ability to evolve through periods of change while staying true to what makes them distinctive. By bringing together two brands united by the same challenger mindset, we’re excited to accelerate forward together on this journey.”