The British racing royalty, Williams Racing has announced a new partnership with fellow Briton, SunGod, a performance eyewear brand.
SunGod will be the team’s official eyewear licensee for the 2024 Formula 1 season.
In this partnership, the eyewear brand will work closely with the team to develop a unique range of high-performance eyewear inspired by Williams Racing.
These limited-edition collections, designed for drivers, team personnel, and dedicated fans, will be launched later this year.
Paul Asencio, Chief Revenue Officer, Williams Racing, said, “Partnering with SunGod is a fantastic moment for the team as we continue our progress to return to the front of the grid. Their commitment to engineering excellence aligns clearly with Williams Racing’s pursuit of excellence on and off the racetrack. We look forward to working alongside SunGod to develop innovative eyewear collections that our global fanbase will love and embody the spirit of our team.”
Ali Watkiss, Co-Founder and CEO, SunGod, added, “We’re hugely excited to be partnering with Williams Racing. Williams’ future is bright, and we’re proud to unite two British brands who are both on such strong trajectories in 2024. The last few years have seen rising demand for high-quality, performance-led eyewear in F1, and we’re delighted to step up to the plate for Williams. Drawn together by our shared passion for technical excellence and sustainable innovation, our teams are already working collaboratively to create market-leading eyewear for Williams drivers, teams and fans. We can’t wait to share these with the F1 community very soon.”
SunGod, founded in the UK in 2013, has become a global name in performance sunglasses and goggles. The eyewear brand focuses on cutting-edge tech and sustainability and has become a favourite among elite athletes across various sports. The brand crafts high-quality eyewear with unique lens technology, favoured by top competitors in cycling, sailing, snow sports, triathlon, and running. In 2022, SunGod solidified its presence in motorsport with a partnership with McLaren Racing.
Williams Racing, established in 1977, boasts a rich heritage as a British powerhouse in Formula 1. The team, founded by Sir Frank Williams and Patrick Head, has secured an impressive nine Constructors’ Championships and nurtured legendary drivers like Damon Hill, Valtteri Bottas, Nico Rosberg, and George Russell.
Last month, FW announced a multi-year partnership with Komatsu.
Fueled by the talent of Alex Albon and Logan Sargent, Williams Racing will be in action at Albert Park for the Australian Grand Prix on Sunday, March 24, at 9:30 AM IST.