The global lifestyle brand, New Era, has taken a bold step in expanding its footprint across elite sport, announcing landmark partnerships with Atlassian Williams Racing in Formula 1 and Liverpool FC in football.
From the 2026 F1 season, New Era will serve as the official teamwear partner of Williams Racing, designing and producing a complete line of apparel, headwear, and accessories for the team, drivers, and fans worldwide.
The agreement marks the first time in the company’s 105-year history that it will supply full team kits, stretching from caps to socks. Williams’ current deal with PUMA will conclude at the end of 2025, clearing the runway for this new era of outfitting.
Luke Timmins, Merchandise and Licensing Director at Atlassian Williams Racing, underlined the significance of the move and 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.”
In football, Liverpool FC have unveiled a dedicated official headwear collection with New Era, bringing the brand’s signature design expertise into one of the sport’s most passionate fanbases. The collection features staple New Era silhouettes, the 9FORTY, 9FIFTY, 9TWENTY, trucker caps, bucket hats, and beanies, each carrying the iconic Liver bird crest alongside New Era’s flag logo. Select designs even weave in the lyrics of the club’s anthem You’ll Never Walk Alone, further rooting the range in supporter culture.
Lee Dwerryhouse, senior vice-president of merchandising at LFC, commented, “We’re excited to work with New Era, an iconic brand with a rich history in headwear. Their expertise and reputation in this space make them a great addition to our retail offering, especially in such an important product category for our fans. This collaboration is a great example of how we’re continuing to invest in our retail channels.”
Together, the partnerships reflect New Era’s strategy of positioning itself at the intersection of sport and lifestyle. From supplying race-day kits to one of Formula 1’s most storied teams to delivering fan-first merchandise for a footballing giant, the brand is embedding itself deeper into sporting culture on both sides of the Atlantic.
For fans, the collaborations transcend performance wear. They represent identity, pride, and community stitched into apparel, whether through a Williams race suit in the paddock or a Liverpool bucket hat in the Kop. With these moves, New Era is not just outfitting teams, but reinforcing its place in the global sports conversation.
