Williams Racing and Atlassian are thrilled to announce a groundbreaking long-term title partnership, heralding a new era for the iconic Formula 1 team under its new name: Atlassian Williams Racing.
With an illustrious history as the joint-second most successful team in F1—boasting 114 race victories, nine Constructors’ Championships, and seven Drivers’ Championships—Williams Racing is embarking on an exciting transformation alongside Atlassian (NASDAQ: TEAM), a global leader in team collaboration and productivity software. Atlassian’s platform, trusted by over 300,000 customers worldwide, is designed to enhance teamwork, efficiency, and innovation, making this partnership a natural fit.
A Shared Vision of Teamwork and Innovation
This alliance unites two organizations deeply rooted in the principles of teamwork and high performance. Atlassian’s AI-powered collaboration tools enable seamless planning, tracking, and knowledge sharing for teams with 10 to over 10,000 members. Similarly, Williams Racing has embodied the ultimate test of teamwork across multiple disciplines for nearly five decades, pursuing sporting excellence.
Under this monumental partnership, Atlassian assumes the roles of Williams Racing’s Official Title Partner, Official Technology Partner, and Official Collaboration Software Partner. This multi-year agreement, the most significant commercial deal in Williams’ 48-year history, solidifies the team’s position as a cornerstone of one of the world’s fastest-growing sports. It also serves as a resounding endorsement of Williams’ ambitious comeback plan to reclaim its place at the pinnacle of Formula 1.
Accelerating Williams’ Transformation with Atlassian Technology
Atlassian’s innovative System of Work, tailored for technology-driven organizations, will be a driving force in Williams’ resurgence. By fostering connectivity across all departments and leveraging AI to drive efficiency and innovation, Atlassian’s suite of tools will fully integrate into the team’s operations. This collaboration is expected to unlock new levels of synergy, reinforcing teamwork and elevating on-track performance for Atlassian Williams Racing.
Branding, Car Launch, and New Identity
As the Official Title Partner, Atlassian’s branding will be prominently featured on the FW47 race cars, set to be piloted by Alex Albon and Carlos Sainz in the 2025 Formula 1 season. The new car will be unveiled this Friday at Silverstone, showcasing a special one-off livery to celebrate the partnership. The official 2025 race livery will be revealed at the Formula 1 season launch at London’s The O2 on February 18. Atlassian’s presence will also extend beyond the race track, becoming an integral part of Williams’ headquarters in Grove, UK, and its global marketing efforts.
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The newly unveiled Atlassian Williams Racing logo represents a true fusion of the two brands, seamlessly combining their distinctive identities and signature blue colour palettes. This visual evolution underscores the strength and unity of this partnership.
Leadership Perspectives
James Vowles, Team Principal, Atlassian Williams Racing, expressed his excitement about the collaboration:
“I am delighted to welcome Atlassian into Formula 1 and our transformation into Atlassian Williams Racing. Securing a title partnership of this scale is a landmark moment in our team’s storied history and a significant step forward in our comeback journey. We are assembling the right elements to return to the front of the grid, and with Atlassian’s cutting-edge technology and collaborative tools, we will unlock our full potential. Our shared values and ambitions align perfectly, and I am eager to see what we can accomplish together.”
Mike Cannon-Brookes, CEO of Atlassian, echoed Vowles’ sentiments:
“Formula 1 is the ultimate team sport, where engineers, developers, commercial teams, and pit crews work in real-time at incredible speeds to push for a podium finish. Atlassian and Williams Racing both believe in the power of teamwork, and we know that when great teams have the right tools, they can achieve the impossible. As a global technology leader born in Australia, we understand the drive, passion, and belief required to build something extraordinary. Williams Racing has undergone a remarkable transformation, and I firmly believe Atlassian Williams Racing is poised for an exciting new chapter of greatness.”
This historic partnership signifies a bold new era for Williams Racing. By blending decades of motorsport heritage with Atlassian’s cutting-edge technology, Williams Racing will shape the future of F1 performance and collaboration.
