Atlassian Williams F1 Team has signed Wilkinson Sword as its Official Men’s Grooming Partner in a multi-year agreement that will see the heritage British brand integrated into the team’s 2026 campaign.
Wilkinson Sword, which has been crafting precision-engineered shaving and grooming tools since 1772, joins Williams as the team builds out its global commercial ecosystem ahead of the new season.
Under the agreement, Wilkinson Sword branding will feature on the nose box, halo and engine cover of the FW48 – Williams’ car for the upcoming season.
It will also appear on team towels, balaclavas and driver helmets, extending the brand presence trackside and across fan engagements.
“For both Atlassian Williams F1 Team and Wilkinson Sword, performance means pushing boundaries and innovating for the future,” said James Vowles, Williams Team Principal.
“We are proud to have Wilkinson Sword by our side as we drive performance to razor thin margins.”
The deal will be activated through campaigns and fan engagement initiatives across the season, aimed at bringing the brand closer to F1’s global audience.
We are proud to have Wilkinson Sword by our side as we drive performance to razor thin margins.
James Vowles
Jonathan Norman, Marketing Director for Europe at Edgewell Personal Care, believes the alignment between the two brands was a natural fit.
“This partnership represents a natural and compelling alignment between Wilkinson Sword and Atlassian Williams F1 Team,” he said.
“Our shared heritage in precision, craftsmanship and evolution through change makes this collaboration particularly meaningful.”
The announcement is the latest in a run of commercial additions for Williams as the team continues to strengthen its partner portfolio alongside its on-track development trajectory.
