Sainz to debut Fifty Five merchandise brand at home Madrid Grand Prix in September

Carlos Sainz will use the inaugural Madrid Grand Prix in September as the launchpad for his first merchandise collection under his personal Fifty Five brand, the Williams driver confirmed on social media.

Sainz had spent weeks posting cryptic teasers across his channels, prompting widespread speculation among fans about what the brand actually was. He addressed the confusion directly in a video in which he read out and responded to fan comments.

“I’m seeing a lot of questions — we don’t know what this is, what’s coming — but today is the day,” Sainz said. “We are making you go the whole loop around to see what’s coming. Yes, there is cycling. Yes, there is photography. Yes, there is clothing. Yes, there is merchandise, and yes, there are many other things.”

The 31-year-old was deliberate about the timing of the launch. “I’m going to use my home grand prix to make sure I launch my first merch drop,” he said. “I think Madrid is so special, and it needed to be the first time I dropped something like that.”

According to Sainz’s official website, the brand operates across two distinct strands. Team Fifty 5 is aimed squarely at his fanbase, bringing “fan activations and merchandising together in one space”. Fifty Five, meanwhile, is described as a “premium lifestyle brand” reflecting Sainz’s personal tastes beyond the cockpit.

“This has been something I’ve thought about for a while,” Sainz wrote on the site. “I wanted to create something that felt personal — my own taste, my own perspective, away from racing. But I also wanted something for the fans, a space and products that speak to them directly.”

Products already listed include a limited-edition signed black-and-white Miami poster, a Fifty Five x Gobik cycling jersey, a signed and numbered Miami visor poster, and 2026 British Grand Prix mini helmets.

Formula 1 will race on the streets of Madrid for the first time when the Spanish Grand Prix moves from its long-standing home at the Circuit de Barcelona-Catalunya to the capital this September.