F1: Williams Confirms New Title Sponsor Ahead of 2025 Season

Williams Racing has signed its biggest sponsorship deal ever, naming Atlassian as its multi-year title partner. This marks Atlassian’s first venture into Formula 1 title sponsorship and fills the gap left since Williams’ last title sponsor in 2020. Along with branding on the car and team apparel, Atlassian will also serve as Williams’ official technology and collaboration software partner, enhancing the team’s operations. The announcement comes just before Williams' 2025 car launch on Friday, followed by a special livery reveal at London’s O2 Arena next week. Atlassian joins a prestigious list of former Williams title sponsors, including AT&T, Martini, and ROKiT. Atlassian co-founder and CEO, Mike Cannon-Brookes, expressed excitement about partnering with the nine-time Constructors’ World Champions.

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Team Principal James Vowles said: '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, commented, adding: '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.'

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Atlassian’s branding will be prominently displayed on the FW47 and seamlessly integrated into the team’s operations, both trackside and at their Grove headquarters.