The Williams Formula 1 team has launched a new merchandise collection centred on the now-viral ‘Sparkles’ sticker that Carlos Sainz received from a fan ahead of the Azerbaijan Grand Prix. With some of the collection already sold out, the team has confirmed that a portion of the proceeds from the sales will go to the family of the fan, Thea.
Sainz and his team-mate Alex Albon responded to fan questions in a social media video posted on 13 September. One young fan named Thea asked the Spanish driver if she should name her toy unicorn Sparkles or Sprinkles and if he would put a unicorn sticker on his helmet for the rest of the year, something he agreed to.
Keeping his word to Thea, Sainz arrived at the Baku City Circuit for the Azerbaijan Grand Prix with the new addition on his helmet. The Grove outfit leaned into the ‘power’ of the sticker after Sainz secured his first podium finish with the team in the race.
"There's one more thing that is actually quite special," team principal James Vowles said during a post-race video, as he turned the trophy around to point to the sticker. "I'm pretty sure either Sparkles or Sprinkles had something to do with this as well at the same time. So, that's staying, I assume, for a little while."
Sainz added, "Until the end of the year, for sure."
The 31-year-old returned to the Marina Bay Street Circuit for the Singapore Grand Prix with the sticker, where he drove into a points-paying position in 10th after starting from the back of the pack.
The Williams Sparkles collection features six T-shirt designs in pink, white and blue. The listings confirm: "As seen on the track and the podium, Sparkles the Unicorn makes her dazzling debut in the Atlassian Williams Racing collection. A portion of all revenues will go to Thea and her family."
Sainz currently sits 12th in the drivers' standings with six race weekends remaining of the 2025 season.
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