WILKINSON SWORD x ATLASSIAN WILLIAMS F1 TEAM PARTNERSHIP

SMG Admin

Client

Wilkinson Sword

Sport

Duration

2 minutes

SMG is delighted to have initiated the multi-year partnership between major global consumer brand, Wilkinson Sword and the Williams F1 Team, which launched in January 2026. 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

RELATED PROJECTS

BRAND PARTNERSHIPS

KICK x SAUBER F1 TEAM PARTNERSHIP

SMG brokered the global principal partnership between KICK, a global streaming platform, and Sauber F1 Team.

BRAND PARTNERSHIPS

TEAM VITALITY x TEZOS PARTNERSHIP

SMG is pleased to have enabled the partnership between French-based esports Team Vitality with global blockchain network Tezos.

BRAND PARTNERSHIPS

BLAST x POLYMARKET PARTNERSHIP

Polymarket, the world’s largest prediction market, became the ‘Official Prediction Partner’ throughout 2026 with BLAST.

BRAND PARTNERSHIPS

STAKE x SAUBER MOTORSPORT TITLE SPONSORSHIP

SMG is proud to have enabled this record-breaking multi-year title partnership between Sauber Group & Stake, one of the world’s leading entertainment and lifestyle brands.