Williams Racing signs Atlassian as title partner in their “biggest partnership deal”
1 day ago
Williams have secured what the British Formula 1 team describes as the “biggest partnership deal” in their 48-year history, with software firm Atlassian becoming their title partner.
Williams have agreed a multi-year commitment with the team collaboration provider and productivity software company in what they say is “another vote of confidence in the team’s comeback plan to transform and deliver future World Championship success”.
Atlassian’s branding will feature prominently on their 2025 challenger as well as the race suits of Carlos Sainz and Alex Albon, teamwear and the squad’s own branding.
“I am delighted to welcome Atlassian into Formula 1 and our evolution into Atlassian Williams Racing,” said Team Principal James Vowles. “Attracting a title partnership of this size and significance is a momentous day in our team’s illustrious history and a major milestone in our comeback transformation.
“We are putting in place all the right ingredients to get this team back to the front of the grid, and in Atlassian we have a partner that through its technology and tools will help unleash our full potential by improving teamwork and collaboration right across the organisation.
“Our values and ambition align perfectly, and I’m excited about what we can achieve together.”
Williams will reveal a special one-off livery at an event at Silverstone on February 14, as part of a filming day when Sainz and Albon will get to taste the 2025 car – the FW47 – for the first time.
The team’s official colours, complete with new title sponsor branding, will be revealed in F1’s first-ever official launch event at the O2 on February 18 alongside the other nine teams.