WILKINSON SWORD x ATLASSIAN WILLIAMS F1 TEAM PARTNERSHIP

Richard Norton

COMMERCIAL DIRECTOR

Client

Wilkinson Sword

Sport

Duration

1 minute

From the start, SMG worked closely with Wilkinson Sword to shape their F1 strategy, understand their new brand positioning and commercial priorities, to identify the most well aligned and valuable team opportunities.

THE PARTNERSHIP

Our work in the commercial process provided support through the partner rights selection, deal negotiation, contracting and internal positioning.

‍

Following the launch of the partnership, SMG is supporting the activation to bring the partnership to life with social content and influencer activations across the 2026 season, ensuring impact well beyond the race weekend.

PROJECTS

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