New Era Becomes Official Teamwear Partner of Atlassian Williams Racing

Today, New Era and Atlassian Williams Racing announce a multi-year partnership that will unite two icons of sport and heritage from the start of the 2026 Formula 1 season. As Official Team Partner, New Era will design and produce a full range of apparel, headwear and accessories for the entire team, drivers, and fans worldwide.

With a shared vision for pioneering performance and cultural influence, New Era brings over a century of sportswear innovation to Atlassian Williams Racing which is one of the most-successful teams in F1 history and has put fans at the heart of its comeback mission to win multiple World Championships again.

In a first-of-its-kind agreement in the company’s 105-year history, from the start of next season New Era will dress Atlassian Williams Racing from head to sock at all 24 races across the globe as Official Teamwear and Headwear Partner.

The range, in signature Williams colours, will embody speed, precision and style while meeting the demands required by drivers, engineers and pit crew alike. To complement the team kit, fans can expect a curated line of elevated styles, lifestyle collections and race specials which will launch throughout the season.

This groundbreaking partnership means New Era, synonymous with sports culture and streetwear style, continues its expansion into motorsport with five other headwear partnerships on the grid. New Era’s first expansion into official teamwear apparel signifies its ongoing commitment to product excellence across design, creation and distribution.

Speaking on the announcement, Paul Gils, VP EMEA and India, New Era, said: “Atlassian Williams Racing is one of the most iconic names in motorsport, and we’re extremely proud to join them on their transformative journey of resurgence and redefinition. Together, we will create world-class products for a global fan base that speaks to tradition, innovation and a bold future – both on and off track.”

Luke Timmins, Merchandise and Licensing Director, Atlassian Williams Racing, echoed this sentiment, adding: “For almost 50 years Atlassian Williams Racing has been known for its bold innovation and passion for racing. From our world-class drivers and engineers to our first-rate fans and partners we are building a team to win again, and take pride in doing things differently. This first-of-its-kind partnership with New Era will mean Atlassian Williams Racing shows up in style and help reach new audiences to join our journey back to the top.”

New Era will also be the official partner to all Atlassian Williams Racing teams including Sim Racing, the Williams Racing Driver Academy, and Williams Heritage.

Atlassian Williams Racing would like to thank current Official Partner PUMA who have dressed the team since the start of 2024 and have been an important partner in our comeback journey. Together, Williams and PUMA will continue to fight for every point during the remainder of the 2025 season and bring fans exciting new collections in the races ahead.