Marks & Spencer Accelerates Into Formula 1 with Williams Racing Partnership

Marks & Spencer has signed a multi-year deal with the Atlassian Williams F1 team as Official Travel Kit Partner.

Marks & Spencer has entered Formula 1 for the first time, signing a multi-year partnership with the Atlassian Williams Racing team as its Official Travel Kit Partner. The deal brings together two iconic British institutions united by a shared commitment to quality, performance, and precision engineering.

Under the agreement, M&S will outfit the entire Williams team with a modern travel wardrobe designed for the demands of the 2026 F1 calendar, which spans 24 races across 21 countries. Leadership figures, engineers, and drivers Alex Albon and Carlos Sainz will receive sharp formal tailoring crafted from high-performance fabrics featuring wrinkle resistance, moisture wicking, four-way stretch, and water-repellent protection .

The partnership coincides with the launch of M&S's Autograph Performance collection, which blends timeless style with technical innovation for today's hybrid work-leisure lifestyle. Mitch Hughes, M&S Menswear Director, emphasized the natural fit: "Partnering with Williams brings together two British brands who share a deep commitment to quality, innovation and progress. Our customer wants pieces that feel exceptional, perform brilliantly, and elevate the everyday that's the same relentless precision you see in Formula 1." 

For Williams, the collaboration addresses a practical need. Luke Timmins, Merchandise and Licensing Director, noted: "With hundreds of travelling team members, Travel Kit is central to how we show up around the world. We're proud to work with M&S to create kit that helps our team look and feel their best so they can deliver performance on and off the track." 

The partnership will be celebrated through activations throughout the season, including major moments at the British Grand Prix at Silverstone, behind-the-scenes content, and fan-facing initiatives. For M&S, which now operates in over 70 countries and has seen its Autograph menswear brand quadruple in value over three years, the deal represents a strategic play to reach younger customers and expand global appeal as F1's popularity surges worldwide.