Grooming brand Wilkinson Sword has today (29 January) announced a multi-year partnership with the Atlassian Williams F1 Team, becoming its Official Men’s Grooming Partner in a move “designed to accelerate global brand visibility and consumer engagement,” it said.
Part of the Edgewell Personal Care portfolio, Wilkinson Sword’s partnership with Williams is its biggest brand sponsorship to date, placing it at the heart of one of the world’s fastest growing sports platforms.
It follows on from the news earlier this month that both Celsius and KitKat would be partnering with F1 teams from this season onwards.
Both Williams and Wilkinson Sword operate “at the very cutting edge of their industries,” a release said, adding that they’ll “create impactful global campaigns and experiences crafted to support consumer engagement and brand building ambitions.”
Starting from the team’s livery launch next week (3 February), 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. Fans will also see Wilkinson Sword’s name on towels, balaclavas and driver helmets.
The partnership will be activated across the season through a series of experiential, above the line and retail-adjacent campaigns, creating new touchpoints for fans and shoppers and delivering standout brand presence.
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 in Formula 1, as they continue their transformation journey both on and off the track.”
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