Williams Racing, an iconic name in Formula 1, has forged a partnership with the premium travel goods brand, Carl Friedrik.
Through this pact, the company has been named the team’s official licensee, representing the latest in a string of commercial partnerships for the Grove-based Formula 1 team.
The advanced cooperation between the two British firms will result in a co-branded travel collection, which will feature a cabin suitcase, backpack, and baggage tag, to be introduced at the start of the 2025 F1 season. The items were driven by the precision and creativity that define high-performance motorsport, using lightweight materials and streamlined design to produce baggage that looks as good as it works.
This is Williams’ second license arrangement in a matter of a few days, demonstrating the team’s commercial momentum as major companies are drawn to the team’s quest to return to the top of the grid. Carl Friedrik joins Santander, Pedal Mafia, Duracell, SunGod, and more in supporting the squad.
Luke Timmins, Director of Merchandise and Licensing, Williams Racing, said, “We’re pleased to welcome Carl Friedrik to the team and to expand our lifestyle offering to fans through this collaboration as excitement about our ambition and momentum continues to grow around the world.”
Mattis Oppermann, Co-founder, Carl Friedrik, said, “Williams Racing is a fabled racing team with which we proudly share a British connection. We’re pleased to announce the collaboration and look forward to releasing our co-branded travel goods range in 2025, which I’m adamant will appeal to Carl Friedrik’s and Williams Racing’s audiences alike.”