The Williams Racing Formula One team ushered in a new era on Tuesday with the announcement that, for the first time since 2021, they have a title sponsor with software company Atlassian becoming their title sponsor with the Grove-based outfit being rebranded as Atlassian Williams Racing.
Under the partnership, Atlassian becomes the Official Title Partner, Official Technology Partner and Official Collaboration Software partner. The multi-year commitment is the biggest partnership deal in Williams’ 48-year history, recognising its position as an icon of one of the most-popular and fastest-growing sports on the planet. It is another vote of confidence in the team’s comeback plan to transform and deliver future World Championship success.
As Official Title Partner, Atlassian’s branding will feature prominently on the FW47 race cars being driven in the 2025 Formula 1 season by Alex Albon and Carlos Sainz – one of the most formidable line-ups on the grid – which will be unveiled at Silverstone on Friday. Atlassian branding will also be integrated into all aspects of the team environment both trackside and at their Grove HQ.
James Vowles, Team Principal, Atlassian Williams Racing:
“I am delighted to welcome Atlassian into Formula 1 and our evolution into Atlassian Williams Racing. 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.”
Mike Cannon-Brookes, CEO, Atlassian:
“Formula 1 is the ultimate team sport. It’s where engineers, developers, commercial teams, pit crews and countless others work together in real-time at incredible speeds to race for a podium finish. Atlassian shares Williams’ deep belief in the power of teamwork. We know that when great teams have the right tools and practices, they can achieve things that would be impossible alone.
“As one of the first global technology companies out of Australia, we understand what it’s like to have passion, drive and the belief that you’re building something great. This team has been through a remarkable transformation, and I believe Atlassian Williams Racing has all the foundations for a renewed era of greatness.”