McLaren Switches to Puma, Williams Partners with New Era for 2026

McLaren and Williams are set to overhaul their off-track identities for the 2026 season, announcing significant new partnerships in the team wear and apparel space. McLaren has secured a multi-year deal with German sportswear giant Puma, while Williams has tapped American headwear manufacturer New Era to replace Puma as its official kit supplier.

Why it matters:

The influx of major lifestyle and fashion brands into Formula 1 underscores the sport's booming global popularity and commercial value. For teams, these partnerships are not just about uniforms; they are crucial revenue streams and a way to deepen engagement with a growing, younger fanbase through merchandise and lifestyle collections.

The details:

• McLaren's Puma Era: Starting in 2026, Puma will become the official kit partner for McLaren’s entire racing portfolio, including F1, IndyCar, F1 Academy, and Sim Racing. The partnership will extend to the McLaren WEC Hypercar team in 2027.
• Design and Launch: Puma will design team kits, replica gear, and lifestyle collections centered around McLaren’s iconic papaya livery. Fan experiences are slated to launch at the 2026 Australian Grand Prix.
• Market Shift: McLaren joins Ferrari and Aston Martin as Puma-supplied teams, consolidating the German brand's presence on the grid.
• Williams x New Era: Williams ends its tenure with Puma to partner with New Era, marking the first time the brand has supplied official team wear for an F1 team.
• Identity Refresh: The new kit, unveiled in London, will be worn by drivers Alex Albon and Carlos Sainz. Team Principal James Vowles emphasized that the design reflects the team's evolving identity—proud of its history but focused on the future.

Looking ahead:

As the 2026 season approaches, all eyes will be on the Australian Grand Prix to see these new brands hit the grid. With high-profile sponsors and fresh designs, both teams are looking to capitalize on the commercial momentum of the sport.