Atlassian Williams Racing has announced a new multiyear partnership with New Era for the 2026 Formula 1 season.
New Era joins Williams Racing as its official team partner. The apparel brand will design and help produce a range of apparel, headwear and accessories for the team, its drivers Alex Albon and Carlos Sainz, as well as merchandise lines for its fans. The company will also be a partner to Sim Racing, Williams Racing Driver Academy and Williams Heritage racing teams.
This marks the first-of-its-kind deal for New Era in its 105-year history. The American brand is well-known for its ties to the sports culture and streetwear style space, and continues to expand into the Formula 1 space — it has had ongoing headwear partnerships with five Formula 1 teams: Alpine, McLaren, Haas, Red Bull and VCARB.
“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,” said Paul Gils, vice president of EMEA and India at New Era. “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.”
As the official teamwear and headwear partner of Williams Racing, New Era will outfit the Williams team “from head to sock” at 24 global races next year. In the signature blue and black team hues, the apparel range will embody speed, precision and style whilst also meeting the physical and athletic demands for the drivers, engineers and pit crew.
On top of its team kit, New Era said the lifestyle collections for Williams fans will include a curated selection of elevated styles and race specials throughout the season.
“For almost 50 years, Atlassian Williams Racing has been known for its bold innovation and passion for racing,” said Luke Timmins, merchandise and licensing director at Atlassian Williams 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 replaces Puma, who have been with the British racing team since 2024 and will remain with Williams Racing until the end of 2025. Williams Racing said that Puma has been “an important partner in [its] comeback journey” and the two will work together in bringing new collections to its fans for the nine remaining races.
Williams Racing has continued to lean into the lifestyle and fashion space, inking deals with All Saints, Carl Friedrik and Abercrombie & Fitch.
