F1: Williams agree fanwear licensing deal with Reflo

Williams Racing have signed a supplier and licensing deal with sustainable sportswear manufacturer Reflo.

Contract:

• Reflo agrees a two-year license for the supply of fanwear, which will be manufactured from recycled materials
• The company will also outfit Williams’ mechanics, engineers and support staff as team travel kit supplier
• BlackBook Motorsport understands the team travel kit supplier deal is just for one year

Context:

Williams have doubled down on licensing deals in the past year as the team begins to maximise this area of fan engagement and monetisation. Reflo follows a plethora of deals that includes AllSaints, Undone watches, Carl Friedrik, Built For Athletes, Pedal Mafia, Abercrombie & Fitch, SunGod, Coachbuilt Whisky, HalfScale Cars and Lego.

While this is Reflo’s first partnership in Formula One, the sustainability-focused company has been active in the Formula E space. The brand supplies Nissan, Jaguar, and Andretti on the current grid of the all-electric series. Outside of motorsport, the brand recently agreed kit supply deals with both Forest Green Rovers and Luton Town in the English Football League (EFL).

Comment:

“For Atlassian Williams Racing, this collaboration is about bringing together innovation, performance, and responsible design,” said Luke Timmins, merchandise and licensing director of Williams Racing.

“Partnering with Reflo allows us to deliver high-quality, stylish teamwear that meets the demands of elite motorsport while incorporating more sustainable practices. Together, we’re setting new standards for the sport and its global audience.”

Peter Philippou, co-founder and chief executive of Reflo, added: “This is a pivotal moment for Reflo. Partnering with Atlassian Williams Racing allows us to showcase how sustainable design and cutting-edge performance can work together seamlessly, inspiring fans and teams alike.

“Aligning with such an iconic brand in Formula One is a huge milestone for us, cementing Reflo’s place as a leader in high-performance sportswear.”

Coming next:

The ‘History Made’ collection is already available, which features a cotton tee and navy hoodie. This will be followed by new lines and collections throughout the rest of this season and into 2026.

Go deeper:

• Spotlighting the most impactful F1 marketing campaigns from the last five years
• The comeback trail: How Williams’ new commercial strategy is winning over sponsors