Carlos Sainz’s transition to the Williams team wasn’t the smoothest start, but F1 2026 seems to be a promising season with new changes on the horizon. This information comes as Williams seeks a fresh apparel partner following their deal with Puma.
Williams, eager to embrace change, is reportedly set to part ways with their current apparel partner, Puma, by the end of the 2025 season. The partnership, which began in 2023, will reach its conclusion just as the team gears up for the next significant season in Formula 1. A report from SportBusiness highlights that Williams is actively searching for a brand to step into Puma’s shoes for the F1 2026 season.
This is not just a change in clothing but marks a commercial revival for Williams. After years without a major title sponsor, Williams signed a historic deal with Atlassian, the software giant from Australia, for the 2025 season. This partnership, the largest in Williams’ history, coincides with the arrival of Carlos Sainz, known for his impressive race wins and his formidable presence on the F1 grid.
As the apparel market in F1 becomes more competitive due to the sport’s increased popularity under Liberty Media, more brands are vying for a piece of the action. Earlier this year, Puma reported a significant rise in sales of its Ferrari-branded gear after Lewis Hamilton joined the team, signaling a booming market for F1 merchandise.
Interestingly, Mercedes made a bold move by replacing Puma with Adidas at the start of the current season, marking Adidas’ debut in Formula 1. Audi F1, gearing up for their debut, is also linked with Adidas for 2026. Meanwhile, McLaren seems ready to part ways with Castore a year early to join the Puma camp in 2026, alongside Ferrari and Aston Martin in a long-term commitment.
The shake-up in apparel partnerships across teams like Williams, McLaren, and Mercedes highlights a broader trend in Formula 1 as teams align themselves with brands that resonate with their vision for the future. However, Williams’ search for a new partner is particularly critical as it seeks to capitalize on its newfound momentum with Carlos Sainz at the helm.
As Williams navigates these changes, the anticipation for the 2026 season builds. Carlos Sainz’s involvement, combined with strategic commercial decisions, could very well redefine the team’s presence on the F1 circuit.
