Williams Racing and Atlassian reveal ‘record’ title partnership

Williams Racing has revealed a multi-year title partnership agreement with Atlassian.

From the start of the 2025 Formula 1 season, the Australian software company’s branding will feature prominently on the team’s racing cars.

Atlassian will also become the UK-based outfit’s technology partner and collaboration software partner, and will receive brand visibility both trackside and at Williams’ headquarters in Oxfordshire.

Although further terms of the deal were not revealed, Williams says the new agreement is the most lucrative in the team’s 48-year history.

Williams had been without a title partner since 2019, when the team’s previous deal with global telecommunications firm Rokit was terminated after just one season.

Before then, the team held title partnerships with alcoholic beverage company Martini and US telecommunications firm AT&T.

“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,” said James Vowles, Team Principal at Williams Racing.

“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.”

Mike Cannon-Brookes, CEO at Atlassian, added, “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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