Atlassian Williams F1 Team welcomes Wilkinson Sword as Official Men’s Grooming Partner

Together, we will create impactful campaigns and experiences, crafted to showcase design excellence on the international stage

Published

29 JAN 2026

Est. reading time

2 min

Atlassian Williams F1 Team is proud to welcome Wilkinson Sword, the iconic British brand creating precision-engineered shaving and grooming tools, as its Official Men’s Grooming Partner, in a multi-year deal.

Operating since 1772 and part of the Edgewell Personal Care portfolio, Wilkinson Sword’s expertly crafted razors blend modern engineering with deep industry knowledge and innovative design.

Through this partnership, they come together with Williams, another British icon, united by a shared legacy of performance and British excellence. With nearly 50 years in Formula 1, we have claimed nine Constructors’ and seven Drivers’ Championships. Today, we’re on a mission to get back to the front of the grid and win again.

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Both Williams and Wilkinson Sword operate at the very cutting edge of their industries, drawing on precision, craft and courage in pursuit of relentless innovation and transformation. Together, we will create impactful campaigns and experiences, crafted to showcase design excellence on the international stage.

Starting from the team’s livery launch on February 3rd, Wilkinson Sword branding will be featured across the nose box, halo and engine cover of Carlos Sainz and Alex Albon’s FW48 – our 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, while also experiencing several activations and branded experience across the race season.

James Vowles, Team Principal, Atlassian Williams F1 Team:

“For both Atlassian Williams F1 Team and Wilkinson Sword, performance means pushing boundaries and innovating for the future. We are proud to have Wilkinson Sword by our side as we drive performance to razor thin margins.”

Jonathan Norman, Marketing Director for Europe at Edgewell Personal Care:

“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.

“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.”

Official 2026 Team Kit

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