Wilkinson Sword has announced a multi-year partnership with the Williams Formula 1 team, becoming its official men’s grooming partner.
The partnership with Williams is the biggest brand sponsorship to date by an Edgewell Personal Care name. It was “designed to accelerate global brand visibility and consumer engagement”, said Wilkinson Sword. The sponsorship deal brought together “two British icons united by a shared legacy of performance, challenger mindset and British excellence”.
Starting with Williams’ livery launch today (3 February), Wilkinson Sword branding will feature prominently across the nose box, halo and engine cover of the FW48 cars driven by Carlos Sainz and Alex Albon. The brand will also appear on towels, balaclavas and drivers’ helmets.
“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”, said the shaving powerhouse. Together, the two parties would “create impactful global campaigns and experiences, crafted to support consumer engagement and brand building ambitions”.
The partnership will be active throughout the Formula 1 calendar season via a series of experiential, above the line and retail-adjacent campaigns across key global markets.
“We’re incredibly proud to partner with Williams F1 Team, one of the most iconic teams in Formula 1, as they continue their transformation journey both on and off the track,” said Jonathan Norman, Edgewell marketing director for Europe.
“It’s a natural and compelling alignment. At their core, both brands are performance-led, shaped by British heritage, precision and mastery, and defined by an ability to evolve through periods of change while staying true to what makes them distinctive.
“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 Williams F1 Team, added: “For both 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.”
Value sales of Wilkinson Sword razors and blades dipped 1.1% last year to £32.2m on units down 0.7% [NIQ 52 w/e 6 September 2025].
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