Williams F1 announces new partnership with major British brand ahead of FW48 launch

The Williams Formula 1 team has announced a new partnership with Wilkinson Sword as the Grove outfit's official men's grooming partner.

The partnership with the British brand will see the Wilkinson Sword logo on the nose box, halo and engine cover of the highly anticipated FW48, which is due to be unveiled on 3 February. The branding will also be featured on towels and balaclavas, as well as Alex Albon and Carlos Sainz's helmets.

The new collaboration also promises to produce "impactful campaigns and experiences".

Williams team principal James Vowles said: "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, added: "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."

Williams recently made the decision to skip private testing in Barcelona ahead of the 2026 F1 season, which welcomes a new set of regulations. Instead, Vowles confirmed that the team will be ready for testing in Bahrain, which will take place on 11-13 February, and again on 18-20 February before the season-opening Australian Grand Prix on 6-8 March.