McLaren and Williams Announce New Partnerships Ahead of Italian GP

McLaren and Williams Forge New F1 Partnerships Ahead of Italian GP

Why it matters

Formula 1 teams McLaren and Williams have announced significant new commercial partnerships. These deals are crucial for strengthening their financial backing and enhancing brand presence in the highly competitive sport, arriving just before the Italian Grand Prix.

The deals

• McLaren has partnered with Trend Micro, a global cybersecurity firm, as an official partner. This agreement is effective immediately.
• Williams Racing has teamed up with New Era, a leading lifestyle brand, to become its official teamwear and headwear partner starting from the next season. New Era will design and produce apparel, headwear, and accessories for all Williams staff, drivers, and fans.

Context

• Trend Micro previously collaborated with McLaren's Formula E team, and their expertise now extends to the F1 team.
• New Era will replace Puma at Williams, which began supplying the team in 2024. New Era already supplies Red Bull, McLaren, and Haas in F1. This partnership also covers Williams' sim racing team, driver academy, and heritage programme.
• The new Trend Micro pact expands McLaren's current sponsorship portfolio to 55 partners.

What they're saying

• Matt Dennington, Co-Chief Commercial Officer of McLaren Racing: "It is fantastic to have Trend join the McLaren Formula One team. Their expertise was invaluable in electric racing, and we’re excited to build on that strong foundation."
• Luke Timmins, Merchandise and Licensing Director for Williams Racing: "This first-of-a-kind partnership with New Era will mean Atlassian Williams Racing shows up in style and help reach new audiences to join our journey."

What's next

• Trend Micro branding will be featured on the McLaren car this weekend at the Italian Grand Prix in Monza.
• New Era's official teamwear will debut at the season-opening Australian Grand Prix next year.