Williams Racing announces a partnership with the brand PUMA

From the 2024 season, PUMA will become the official partner of Williams Racing and will provide the official outfits as well as the racing clothing for the drivers to the stable based in Grove.

« Williams Racing is honored to welcome PUMA as an official partner » said Paul Asencio, the Chief Financial Officer of the team led by James Volwes. « PUMA’s dedication to excellence and performance in motor sport perfectly complements our team values. We look forward to bringing the thrill of Formula 1 closer to our fans around the world with a new range of clothing and accessories for 2024 and beyond. »

The Stichd subsidiary will play a major role in this partnership. Stichd will use its global rights to design, produce and distribute a range of clothing and accessories branded Williams Racing for fans of all ages. With the support of PUMA and Stichd, replicas of official outfits, special editions and other Williams products will be distributed on trackside during races as well as in certain PUMA stores worldwide.

« We are excited to start this new collaboration with Williams Racing, which has a heritage filled with success in Formula 1 » commented Johan Adamsson, Global Sports Marketing Director at PUMA and Sports Licensing. « The iconic and prestigious attitude of Williams Racing will support and enhance PUMA’s visibility and approach to becoming the number one sports brand in motor sports. We will provide the highest standards of equipment and racing gear for the drivers and the team with our subsidiary Stichd. We will offer fan gear to Williams Racing fans, consumers and car sports enthusiasts starting from 2024. »

This partnership is an excellent one for Williams whose performances have improved this season. While there are still five races left to run, the British team is currently seventh in the constructors championship, its best position since the 2017 season.