British men’s grooming brand Wilkinson Sword has announced a multi-year partnership with Atlassian Williams F1 Team, becoming the team’s Official Men’s Grooming Partner, in a move designed to accelerate global brand visibility and consumer engagement.
The partnership brings together two British names united by a shared legacy of performance, challenger mindset and British excellence. With nearly 50 years in Formula 1, the Grove-based team has claimed nine Constructors’ and seven Drivers’ Championships. Today, they’re on a mission to get back to the front of the grid and win again.
Starting from the team’s livery launch on February 3rd, Wilkinson Sword branding will feature prominently across the nose box, halo and engine cover of Carlos Sainz and Alex Albon’s FW48 – Williams’ challenger for the new F1 season and the biggest rules change in a generation. Fans will also see Wilkinson Sword on towels, balaclavas and driver helmets helping drivers to look their sharpest on and off track – reinforcing Wilkinson Sword’s positioning around sharpness and performance.
The partnership will be activated across the Formula 1 calendar season through a series of experiential, above the line and retail-adjacent campaigns, creating new touchpoints for fans and shoppers alike and delivering standout brand presence across key global markets.
“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," said Jonathan Norman, Marketing Director for Europe at Edgewell Personal Care.
“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.”