Williams announce new title sponsor for the 2025 F1 season
F1's Grove-based outfit Williams have announced a new partner ahead of the upcoming 2025 F1 season, with Australian software firm Atlassian becoming their title partner.
Williams, the joint-second most successful team in F1 history with 114 wins, 9 Constructors’ Championships and 7 Drivers’ Championships is joining forces with Atlassian, a leading provider of team collaboration and productivity software whose platform serves over 300,000 customers across the globe.
Under the partnership, Atlassian becomes the Official Title Partner, Official Technology Partner and Official Collaboration Software partner.
The British outfit claims that this "multi-year commitment is the biggest partnership deal in Williams’ 48-year history, recognising its position as an icon of one of the most-popular and fastest-growing sports on the planet."
As Official 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 which will be unveiled at Silverstone on Friday. Atlassian branding will also be integrated into all aspects of the team environment both trackside and at their Grove HQ.
The FW47 will launch on Friday with a special one-off livery to celebrate the partnership, before the official 2025 race livery is revealed on February 18 at the F1 season launch at London’s The O2.
Commenting on the announcement, Williams team boss 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.”
Reflecting on the deal, Atlassian's CEO Mike Cannon-Brookes 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.”
