Business: Williams announce new premium partner for the 2025 F1 season

Ahead of the new season, Williams have announced premium travel goods brand Carl Friedrik as their new partner, marking the latest in a series of commercial agreements for the Grove-based Formula 1 team.

The collaboration between two British brands will see a co-branded travel collection, to include a cabin suitcase, backpack and luggage tag, released at the start of the 2025 F1 season.

The Grove-based outfit has noted that the products “were inspired by the precision and innovation that define motorsport at the highest level, using lightweight materials and streamlined design to create luggage that performs as beautifully as it looks.”

The collection will be available to purchase from mid-April 2025.

Reflecting on the news, Luke Timmins, who serves as Director of Merchandise and Licensing at Williams Racing: “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.”

Commenting on the collaboration, Co-founder of Carl Friedrik Mattis Oppermann 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.”

This latest agreement follows recent licensing announcements, with the list including Built For Athletes, Pedal Mafia, Abercrombie & Fitch, SunGod, Coachbuilt Whisky, HalfScale Cars and LEGO.

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