Williams F1 Team Merchandise 2026: New Era Kit, Sainz & Albon Gear
Williams fans shopping for 2026 gear are dealing with the same kind of supplier switch McLaren, Mercedes and Cadillac fans faced this year — New Era takes over from Puma. What makes Williams different is the timing: this kit change lands right after the team's best championship finish in a decade. Here's what's actually official, why the on-track story matters as much as the colorway, and where to find each type of Williams gear.
Most of the grid changed apparel suppliers for 2026 — Mercedes moved to Adidas, McLaren moved to Puma, Cadillac launched with Tommy Hilfiger. Williams joins that group too, moving from Puma to New Era. But unlike a team simply refreshing its look, Williams is coming off a season that finally gave fans something to actually celebrate: a jump from ninth place to fifth in the constructors' standings, the team's best finish since 2015. That combination — new kit, real results — is what makes 2026 worth paying attention to.
Williams F1 by the Numbers
- New Era's first F1 teamwear deal: New Era became Atlassian Williams Racing's official teamwear and headwear partner for 2026, its first venture beyond headwear in Formula 1, per the team's official announcement and LicenseGlobal's coverage. The 2026 collection was unveiled on January 21, 2026.
- Best finish since 2015: Williams finished 5th in the 2025 constructors' championship, their best result in a decade, per Motorsport.com's coverage of team principal James Vowles' comments.
- 137 points, up from 17: Williams scored 137 points in 2025 with Sainz and Albon, compared to just 17 points and a 9th-place finish in 2024 — an eightfold jump in a single season.
- Sparco joins as racewear supplier: Sparco became Williams' official racewear and technical apparel supplier ahead of 2026, providing race suits for Sainz, Albon and the team's academy drivers, per the team's official announcement.
- A new travel partner too: Marks & Spencer signed on as Williams' official travel kit supplier for 2026 — the British retailer's first move into Formula 1, designing the team's travel wardrobe and formalwear.
What's Actually Official Right Now
1. New Era x Williams 2026 Teamwear
This is the official fan and team apparel: t-shirts, hoodies, jackets, snapbacks, trucker hats, bucket hats, knit beanies and New Era's signature 59FIFTY fitted caps, all carrying Williams' refreshed branding. Team principal James Vowles described the new kit as representing "who we are as a team right now — proud of our history, confident in our identity and focused on the future." Search Williams F1-style caps on Amazon for lower-priced licensed and fan-made alternatives to official team-store pricing.
2. Why a Supplier Switch Actually Feels Like Good News This Year
For a team that's been through a long rebuild, a new kit deal could easily read as just another logo change. What makes Williams' 2026 switch different is context: it's arriving alongside the team's best championship finish in a decade, not during another rebuilding season. Fans buying in now aren't betting on a comeback story — they're buying into one that already happened.
3. Two Drivers, Two Fixed Numbers
Sainz races No. 55 — his number since his earliest F1 seasons — and Albon races No. 23, his number since joining Williams. Neither is a reigning champion, so there's no No. 1-option complication to track the way there is for a team with a defending champion on the roster. The only real decision for shoppers is which driver's gear to pick; both have dedicated caps and tees in the current New Era range.
4. Everyday & Collector Items
Beyond the official New Era kit and Sparco racewear, most everyday Williams product fans encounter is general F1-licensed fan gear rather than a team-store exclusive — and that's where our category guides come in.
- Caps & team kit: our best F1 hats guide covers Williams and rival-team caps side by side.
- Jerseys & team wear: see our best F1 jerseys guide as the New Era range reaches wider retail.
- Diecast & model cars: our best F1 model cars guide ranks Williams' 2026 livery alongside the rest of the grid.
- Mugs & everyday items: our best F1 mugs guide covers all 11 teams' 2026 color schemes.
Williams Merchandise Comparison
| Line | Made/Sold By | Best For |
|---|---|---|
| New Era x Williams 2026 teamwear (No. 55 Sainz / No. 23 Albon) | F1 Store / Williams retail channels | Fans who want current official fan apparel and headwear |
| Sparco race suits & technical apparel | Team/driver use, limited retail availability | Collectors chasing genuine technical/racewear pieces |
| General F1-licensed fan gear | Amazon and third-party retailers | Everyday budget items (caps, mugs, posters) |
How to Shop Williams Merchandise Smart
Expect a Wave of Discounted Puma Stock
Because Williams just switched away from Puma, expect resale and clearance channels to carry discounted old-supplier stock for a while — the same pattern seen with McLaren's Castore-to-Puma switch. If you specifically want current 2026 branding, look for New Era's tagging rather than legacy Puma pieces.
Pick the Driver Before the Number
Since Sainz (No. 55) and Albon (No. 23) both hold fixed numbers with no champion's-swap complication, the only real decision is which driver's gear you want — both have dedicated caps and tees in the current range.
Use Amazon for Everyday Items, the F1 Store for Current Kit
If you want this season's exact New Era product, the F1 Store and Williams' retail channels are the only source. For general caps, mugs, posters and desk items, Amazon's F1-licensed fan gear is typically the lower-cost route.
Frequently Asked Questions
Who makes Williams' F1 team kit in 2026?
New Era became Atlassian Williams Racing's official teamwear and headwear partner for 2026, ending the team's previous deal with Puma. It's New Era's first move beyond headwear in Formula 1, per the team's official announcement and LicenseGlobal's coverage of the multi-year deal, unveiled on January 21, 2026.
What car numbers do Sainz and Albon use at Williams?
Carlos Sainz races with No. 55, the number he has carried his entire F1 career, and Alex Albon races with No. 23. Neither is a reigning champion, so both numbers stay fixed year to year with no No. 1 option to track.
Did Williams really have their best season in a decade?
Yes. Williams finished 5th in the 2025 constructors' championship with 137 points, up from 9th and just 17 points in 2024, per Motorsport.com's coverage of team principal James Vowles' comments. It's the team's best championship finish since they were 3rd in 2015.
Is Sparco involved with Williams merchandise?
Sparco joined ahead of 2026 as Williams' official racewear and technical apparel supplier, providing race suits for Carlos Sainz, Alex Albon, and the team's academy drivers, per the team's official announcement. It's a separate deal from the New Era teamwear partnership and covers technical/racewear rather than fan apparel.
Where can I buy official Williams F1 merchandise?
Official New Era x Williams gear (t-shirts, hoodies, snapbacks, 59FIFTY fitted hats) sells through the F1 Store and Williams' own retail channels. Amazon carries general F1-licensed fan gear (caps, models, posters) as a lower-cost alternative to official team-store pricing.
The Bottom Line
Williams' 2026 merchandise story in one line: a new kit deal that lands right on top of the team's best championship finish in a decade. Browse current Williams F1-style gear on Amazon or dig into our category guides for the best F1 hats, best F1 jerseys and best F1 model cars. Want another team's full merchandise breakdown? See our Ferrari F1 merchandise guide, McLaren F1 merchandise guide, Mercedes F1 merchandise guide, Red Bull Racing merchandise guide and Cadillac F1 merchandise guide.
Want the full category guides? See F1 hats and F1 jerseys next.