- First title partner since Rokit in 2019
- Atlassian becomes team’s title partner, technology partner, and collaboration software partner
- Grove-based outfit will officially be known as ‘Atlassian Williams Racing’
- Collaboration will focus on continuing to evolve and modernise the team’s working processes
Williams Racing has agreed a long-term title partnership with Australian software company Atlassian.
As part of the deal, Atlassian becomes the team’s official title partner, official technology partner, and official collaboration software partner. The team will officially be known as ‘Atlassian Williams Racing’.
The multi-year commitment, which is the biggest partnership deal in Williams’ 48-year history, is the team’s first title partnership since Rokit in 2019, ending a run of five straight years without such an agreement.
Since the turn of the century, the Grove-based outfit have had title deals with BMW (2000-2005), AT&T (2007-2011), and Martini (2014-2018).
Through this new partnership, Atlassian will be actively involved in transforming the working habits of the Williams team, something that has been a major priority since team principal James Vowles joined in 2023.
“I am delighted to welcome Atlassian into Formula One and our evolution into Atlassian Williams Racing,” said 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.”
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Atlassian branding will feature prominently on the Williams car, while it will also be integrated into all aspects of the team environment, both trackside and at the team’s headquarters in Grove.
This season’s car launches on Friday with a special one-off livery to commemorate the new partnership, before the official 2025 livery is unveiled at Formula One’s season launch event on 18th February.
“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,” said Mike Cannon-Brookes, chief executive of Atlassian.
“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.”
This agreement now leaves McLaren Racing as the last remaining Formula One team without a title partner, although the Woking-based team has adopted a primary partner model split between OKX, Mastercard, and Google.
BlackBook says…
The commercial transformation of Williams is now complete as they welcome their first title partner for five seasons.
The historic team have won nine constructors’ championships and seven drivers’ championship during their time in Formula One, but scored just eight points across 69 races between 2018 and 2021 as they fell towards the back of the grid.
With that, commercial opportunities dried up but, thanks to a combination of Formula One’s rise in popularity and a rejuvenated commercial strategy from the team themselves, this trend has been reversed.
James Bower, commercial director of Williams Racing, told BlackBook Motorsport last year that the team was actively searching for a new title sponsor, but that they would not “do it in a way that compromises a multiple year commercial strategy for the team”.
It’s clear now that Williams have found the right fit for their long-term goals.
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