Williams F1 Signs Travel Goods Licensing Deal With Carl Friedrik

Williams Racing today welcomed premium travel goods brand Carl Friedrik as an Official Licensee, marking the latest in a series of commercial agreements for the Grove-based Formula 1 team.

The collaboration between two British brands driven by high performance 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 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.

This latest agreement is Williams’ second licensing announcement in just a few days, highlighting the team’s commercial momentum as major brands are attracted by the team’s mission to return to the front of the grid. Carl Friedrik follows Built For Athletes, Pedal Mafia, Abercrombie & Fitch, SunGod, Coachbuilt Whisky, HalfScale Cars and LEGO in joining forces with the team over the past year.

The collection will be available to purchase online at carlfriedrik.com from mid-April 2025.

“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,” said Luke Timmins, Director of Merchandise and Licensing, Williams Racing

“Williams Racing is a fabled racing team with which we proudly share a British connection,” said Mattis Oppermann, Co-founder, Carl Friedrik.

“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.”