Williams Racing has reached an agreement with Atlassian that sees the product software company become a title sponsor of the Formula 1 team.
Now renamed Atlassian Williams Racing team, the company will lend its AI-powered collaboration software to the Williams Racing construction team to plan and track goals, building a stronger connection within the team.
Under the partnership, Atlassian becomes the official title partner, official technology partner and official collaboration software partner. The multi-year commitment is also the biggest partnership deal in Williams’ 48-year history.
James Vowles, Team Principal of Atlassian Williams Racing: “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.”
Being the joint-second most successful F1 team in history, with 114 wins, nine Constructor’s Championships and seven Drivers Championships, Williams is looking for long-term success by leveraging Atlassian’s software capabilities.
Atlassian will play a role in accelerating that transformation with its System of Work for technology-driven companies, an approach to teamwork that emphasises connecting all teams by leveraging AI to maximise results.
As the Williams title partner, Atlassian’s branding will feature prominently on the FW47 race cars being driven in the 2025 Formula 1 season by Alex Albon and Carlos Sainz. The racecar which will be unveiled at Silverstone this Friday (14 February) as Atlassian branding will also be integrated into all aspects of the team environment.
Mike Cannon-Brookes, CEO of Atlassian, 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.”
