Carlos Sainz Renews "Contract" with 'Sparkles' Sticker for 2026

Carlos Sainz has officially confirmed that the "Sparkles" unicorn sticker, a gift from a young fan that became his lucky charm, will remain on his helmet for the 2026 season. The feel-good story, which began earlier this year, is set to continue after the Spaniard credited it for his podium finish in Azerbaijan, turning it into an integral part of his Williams identity.

Why it matters:

In a sport often defined by intense data and ruthless competition, the Sparkles saga provides a powerful human connection between a driver and the fanbase. For Williams, it has evolved into an unexpected and successful branding opportunity, strengthening team identity and engaging supporters in a unique and positive way.

The details:

• The "Sparkles" unicorn sticker was first given to Sainz by a young fan named Thea earlier in the 2025 season.
• It quickly became his self-proclaimed lucky charm after he scored a crucial podium for Williams at the Azerbaijan Grand Prix.
• Team Principal James Vowles publicly acknowledged the sticker's role, joking it had to stay "for a little while." Sainz had initially committed to keeping it until the end of 2025.
• Merchandise Success: Williams capitalized on the story by launching a Sparkles-themed merchandise collection, with a portion of the revenue going directly to Thea and her family.
• Fan Engagement: The confirmation has sparked a wave of fan suggestions on social media, including calls for a special Sparkles-inspired race livery and an invitation for Thea to visit the paddock next season.

What's next:

With Sainz's confirmation, Sparkles is now an established part of his identity at Williams heading into the 2026 season. While a special livery remains a fan dream for now, the story's success ensures the driver-fan connection will remain a focal point, potentially inspiring more unique engagement initiatives from the team as they look to build momentum.