Record title sponsorship for Williams F1 as Atlassian deal announced

Atlassian has signed a multi-year deal to turn into the title accomplice of Williams Racing, within the largest deal within the group’s historical past.

It’s now the primary title sponsor of Williams since 2020 and the partnership additionally extends past branding, with Atlassian turning into the official know-how accomplice and official collaboration software program accomplice of the group.

The information comes forward of the 2025 Williams automobile launch on Friday and the F175 livery launch occasion at London’s O2 Area subsequent week.

“I’m delighted to welcome Atlassian into Formulation 1 and our evolution into Atlassian Williams Racing,” mentioned Williams group principal James Vowles.

“Attracting a title partnership of this measurement and significance is a momentous day in our group’s illustrious historical past and a significant milestone in our comeback transformation.

“We’re setting up all the suitable substances to get this group again to the entrance of the grid, and in Atlassian we’ve got a accomplice that by its know-how and instruments will assist unleash our full potential by enhancing teamwork and collaboration proper throughout the organisation.

“Our values and ambition align completely, and I’m enthusiastic about what we are able to obtain collectively.”

Williams has a wealthy historical past of title sponsors, however Atlassian turns into the primary since Dorilton Capital bought the group 5 years in the past.

Earlier title companions embody AT&T, Martini and ROKiT and Atlassian CEO Mike Cannon-Brookes is happy to be the most recent identify related to the nine-time F1 constructors’ champions.

“Formulation 1 is the final word group sport,” he mentioned. “It is the place engineers, builders, business groups, pit crews and numerous others work collectively in real-time at unbelievable speeds to race for a podium end.

“Atlassian shares Williams’ deep perception within the energy of teamwork. We all know that when nice groups have the suitable instruments and practices, they’ll obtain issues that may be unimaginable alone.

“As one of many first world know-how firms out of Australia, we perceive what it is prefer to have ardour, drive and the assumption that you simply’re constructing one thing nice.

“This group has been by a exceptional transformation, and I consider Atlassian Williams Racing has all of the foundations for a renewed period of greatness.”