Williams partners with Wilkinson Sword as official grooming partner
Williams F1 has secured Wilkinson Sword as its official men's grooming partner, with the British brand's logo to feature on the 2026 car and driver gear. The deal aligns two performance-focused British brands as Williams continues its rebuilding process ahead of a major regulation change.
The Williams Formula 1 team has announced a new partnership with British grooming brand Wilkinson Sword, which will see its branding featured prominently on the team's 2026 car and driver equipment. The collaboration, described as a "natural alignment" between two performance-focused British brands, is part of Williams's ongoing transformation efforts both on and off the track.
Why it matters:
This partnership represents a key commercial step for Williams as it continues to rebuild its competitive and financial foundation. Securing a recognizable, heritage British brand aligns with the team's identity and provides additional resources as it prepares for the significant technical challenge of the 2026 regulation changes. It also signals continued off-track momentum following the team's acquisition by Dorilton Capital and subsequent restructuring under Team Principal James Vowles.
The details:
- The Wilkinson Sword logo will be placed on the nose box, halo, and engine cover of the new FW48 chassis, set for its official unveiling on February 3rd.
- Branding will also appear on team towels, balaclavas, and on the helmets of drivers Alex Albon and Carlos Sainz.
- The deal extends beyond simple branding, with promises of co-created "impactful campaigns and experiences" for fans.
- Team Principal James Vowles highlighted the shared ethos, stating the partnership is about "driving performance to razor thin margins."
- Jonathan Norman of Edgewell Personal Care (Wilkinson Sword's parent company) emphasized the alignment of both brands being "performance-led, shaped by British heritage, precision and mastery."
What's next:
The partnership kicks in as Williams prepares its 2026 challenger. Vowles confirmed the team will skip a private test in Barcelona, opting instead to be ready for the official pre-season tests in Bahrain on February 11-13 and again on February 18-20. The season is scheduled to begin with the Australian Grand Prix on March 6-8, where the new Wilkinson Sword-branded livery will make its racing debut.