Williams has announced that Atlassian has become the team’s new official title sponsor on a long-term agreement beginning from the upcoming 2025 Formula 1 campaign.
Atlassian has also been named the side’s Official Technology Partner and Official Collaboration Software partner in a deal branded the “biggest” in Williams’ history.
The Australian technology firm’s branding will have a prominent presence on the FW47, the car that Alex Albon and new signing Carlos Sainz will drive this season.
The Grove-based squad is set to unveil its 2025 challenger at Silverstone on Friday in a special design scheme prior to the real livery being revealed at the season launch event at the O2 in London on February 18.
Atlassian’s logo will also be emblazoned across both drivers’ race suits and the team’s apparel and incorporated into the team environment trackside and at Grove.
Williams F1 ‘delighted’ to welcome new title-partner
“I am delighted to welcome Atlassian into Formula 1 and our evolution into Atlassian Williams Racing,” Williams Team Principal James Vowles said.
“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 had been without a title sponsor since a premature end to the team’s partnership with ROKiT in 2020, which had succeeded a long-term deal with Martini.
Atlassian becomes the second big-name partner to come onboard in recent months, with Spanish bank Santander accompanying Sainz’s move from Ferrari.
Mike Cannon-Brookes, Atlassian CEO, added: “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.”
The deal will mean that McLaren now stands as the sole team on the grid without a title sponsor, though it has hinted that MasterCard could soon take on that status.
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