The McLaren and Williams Formula One teams have both agreed new partnerships ahead of this weekend’s Italian Grand Prix.
Contracts:
- Cybersecurity firm Trend Micro signs on as an official partner of McLaren
- New Era will become official teamwear and headwear partner of Williams from next season
- Company to design and produce apparel, headwear and accessories for Williams staff, drivers and fans
Context:
Williams agreed a similar deal with Reflo in July, but this was a two-year license for the supply of fanwear. The brand also outfits Williams’ mechanics, engineers and support staff as team travel kit supplier, but BlackBook Motorsport understands this aspect of the deal expires at the end of the 2025 season.
New Era will replace Puma at the Grove-based outfit at the end of this year, who began supplying Williams at the start of the 2024 campaign. The brand already supplies Red Bull, McLaren and Haas on the current Formula One grid. As part of its latest deal, New Era will also cover Williams’ sim racing team, driver academy and heritage programme.
McLaren’s new pact begins immediately and it’s a familiar face – Trend Micro has been part of the McLaren Racing family since 2023. The company previously agreed to a deal with McLaren’s Formula E team, which exited the all-electric series a couple of months ago.
Trend Micro will now aim to engage customers and partners through hospitality access throughout the Formula One season. The cybersecurity firm becomes the 55th partner in McLaren’s current sponsorship portfolio.
Comment:
Matt Dennington, co-chief commercial officer of McLaren Racing, said: “It is fantastic to have Trend join the McLaren Formula One team as an official partner.
“Their expertise was invaluable when supporting the team in electric racing and we’re excited to build on that strong foundation as we head into this next chapter together.”
Luke Timmins, merchandise and licensing director for Williams Racing, said: “For almost 50 years, Atlassian Williams Racing has been known for its bold innovation and passion for racing.
“From our world-class drivers and engineers to our first-rate fans and partners we are building a team to win again, and take pride in doing things differently. 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.”
Coming next:
The Italian Grand Prix takes place this weekend at Monza Circuit from 5th to 7th September, where Trend Micro will be featured on the McLaren car. New Era will debut at next year’s season-opening Australian Grand Prix.
Go deeper:
- McLaren Racing valued at more than ‘UK£3bn’ after selling stake
- Williams Racing secures major F1 title partnership with Atlassian
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