New Era — Williams Racing's new partner.
Williams Racing has announced the signing of a long-term partnership agreement with American company New Era, a well-known headwear manufacturer, which will become the team's new official partner.
New Era will be responsible for designing and producing uniforms and accessories for the entire team, including the drivers, and Williams fans will also be able to purchase its products.
Luke Timmins, Williams Racing's director of licensing and merchandising: "For almost 50 years Williams Racing has been known for its passion for racing and bold innovation. Our team is now in a rebuilding phase; we are once again striving for victories and proud that we do everything our own way.
This one-of-a-kind partnership with New Era means our team is making a strong and stylish move and will also help a new audience join our journey, which leads to the top."
The British team also thanked Puma for its cooperation; Puma has been supplying it with products since 2024 and will remain an official Williams partner until the end of the current season.
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