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Williams Racing, F1 Team

Williams Racing



Team SunGod

London, 19th March 2024

Williams Racing today announced an exciting new licensing partnership with British performance eyewear brand, SunGod. The alliance sees SunGod become the team’s Official Eyewear Licensee for the 2024 Formula 1 season.

The partnership marks a coming together of two British brands united by a passion for innovation and technical excellence, and a clear ambition to be at the top of their respective fields. SunGod launched as a challenger brand in 2013, taking on the bigger brands in their industry through their mission to See Better: creating better products, with a better customer experience, that are better for the planet. 

SunGod has quickly grown into a world-renowned eyewear brand, creating high-performance, carbon-neutral eyewear worn by elite athletes and teams from cycling and sailing to snow sports, triathlon and running. Williams Racing is one of the most successful teams in F1 history and the team is proud to join together with SunGod on our mission to evolve and win further world titles.

SunGod is already working closely with the team to create a unique range of high-performance eyewear inspired by Williams Racing. The Limited Edition collections, designed for drivers, team members and passionate Williams fans, will be launched later this year. 

Paul Asencio, Chief Revenue Officer of Williams Racing: “Partnering with SunGod is a fantastic moment for the team as we continue our progress to return to the front of the grid. Their commitment to engineering excellence aligns clearly with Williams Racing’s pursuit of excellence on and off the racetrack. We look forward to working alongside SunGod to develop innovative eyewear collections that our global fanbase will love and embody the spirit of our team.”

Ali Watkiss, Co-Founder and CEO of SunGod: “We’re hugely excited to be partnering with Williams Racing. Williams’ future is bright, and we’re proud to unite two British brands who are both on such strong trajectories in 2024. The last few years have seen rising demand for high-quality, performance-led eyewear in F1, and we’re delighted to step up to the plate for Williams. Drawn together by our shared passion for technical excellence and sustainable innovation, our teams are already working collaboratively to create market-leading eyewear for Williams drivers, teams and fans. We can’t wait to share these with the F1 community very soon.”