Williams and Atlassian confirm landmark F1 title sponsorship deal

The deal will see the Formula 1 outfit rebranded as Atlassian Williams Racing from the 2025 season. The agreement unites one of F1’s most storied teams with Atlassian, a global leader in team collaboration and productivity software.

Founded in Australia, Atlassian serves over 300,000 customers worldwide and provides AI-powered tools designed to enhance teamwork across organisations of all sizes.

Williams Team Principal James Vowles hailed the partnership as a transformative step in the team’s long-term revival: “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," added the team boss.

"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,” said Vowles.

As part of the partnership, Atlassian branding will feature prominently on the FW47, which will be driven in 2025 by Alex Albon and Carlos Sainz.

The car will be unveiled at Silverstone on Friday, sporting a special one-off livery to celebrate the deal before the full 2025 race livery is revealed at the F1 season launch at London’s The O2 on February 18.

The new Atlassian Williams Racing logo has been designed to reflect the collaboration between both brands, incorporating elements of Williams’ traditional identity with Atlassian’s signature blue colour palette.

Atlassian co-founder and CEO Mike Cannon-Brookes underlined the natural alignment between the company’s ethos and Williams’ pursuit of success in Formula 1: “Formula 1 is the ultimate team sport,” he said. “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."

Cannon-Brookes sees inspiring similarities in both organisations: “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,” added Cannon-Brookes.

The multi-year agreement positions Williams to accelerate its rebuild and push for future championship success, with Atlassian also serving as the team’s Official Technology Partner and Official Collaboration Software Partner.

The Grove-based outfit remains joint-second on the all-time F1 wins list with 114 Grand Prix victories, alongside nine Constructors’ Championships and seven Drivers’ Championships.