Williams Racing Partners with Iconic Brand New Era

Williams Racing has entered into a long-term partnership with the American brand New Era, a globally renowned manufacturer of iconic headwear. The company will become the team’s new official partner.

Under the agreement, New Era will design uniforms and accessories for the entire team, including the drivers, and will also launch a dedicated product line available to Williams fans.

Luke Timmins, Director of Licensing and Merchandising at Williams Racing, stated: “For nearly half a century, Williams has been recognized for its passion for racing and its commitment to innovation. Today, the team is undergoing a period of renewal and confidently pursuing its own path. The partnership with New Era represents a bold and stylish step that will help us engage a new audience while emphasizing our distinctive identity.”

At the same time, Williams extended its gratitude to Puma for its collaboration. The brand has been supplying the team’s apparel since 2024 and will remain an official partner until the end of the current season.