Wilkinson Sword, the iconic British men’s grooming brand, has announced a multi-year partnership with Atlassian Williams F1 Team, becoming the team’s Official Men’s Grooming Partner, in a move designed to accelerate global brand visibility and consumer engagement. Both Williams and Wilkinson Sword operate at the very cutting edge of their industries, drawing on precision, craft and courage in pursuit of relentless innovation and transformation. Fans will also see Wilkinson Sword on towels, balaclavas and driver helmets helping drivers to look their sharpest on and off track – reinforcing Wilkinson Sword’s positioning around sharpness and performance. “By bringing together two brands united by the same challenger mindset, we’re excited to accelerate forward together on this journey.”James Vowles, team principal of Atlassian Williams F1 Team, said: “For both Atlassian Williams F1 Team and Wilkinson Sword, performance means pushing boundaries and innovating for the future. We are proud to have Wilkinson Sword by our side as we drive performance to razor thin margins.”Share This Article