Atlassian Williams Racing partner with Wilkinson Sword

Atlassian Williams Formula One Team have announced a multi-year partnership with Wilkinson Sword, a British personal care products brand.

The deal will see Wilkinson Sword serve the British outfit as their Official Men’s Grooming Partner, with its branding featured on the Williams race car’s nose box, halo, and engine cover, as well as on the team’s towels, balaclavas, and driver helmets.

Further collaboration on fan activations and branded experiences is also part of the agreement.

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.”