As official partner, New Era will design and produce a full range of apparel, headwear and accessories for the entire team, drivers and fans worldwide.
Formula 1 keeps getting attention from sports and fashion brands this season. After Puma, Adidas, Louis Vuitton, Fanatics and more, New Era joins the multi-billion F1 club as the company has closed a multi-year partner deal with and become the official teamwear and headwear partner of the F1 team Atlassian Williams Racing starting season 2026.
New Era takes over after Puma, who has served as Williams’ official teamwear and headwear partner, until the 2025 season.
With a shared vision for pioneering performance and cultural influence, New Era brings over a century of sportswear innovation to Atlassian Williams Racing, one of the most successful teams in F1 history, which 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, New Era said. From 2026, the brand will outfit Atlassian Williams Racing from head to toe at all 24 races worldwide. The range, in signature Williams colours, will embody speed, precision and style while meeting the demands required by drivers, engineers and pit crews alike.
“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, VP EMEA and India, New Era. “Together, we’re creating world-class product for a global fan base that speaks to tradition, innovation and a bold future – both on and off track.”
”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, Atlassian Williams Racing. “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.
