Williams Racing will be known as ‘Atlassian Williams Racing’ in F1 2025 after inking a title sponsorship deal with Australian software company.
The potential deal was made known to public mistakenly on Monday when Williams shared photos of the team wear which carried the Atlassian brand name just above the F1 team’s logo. Whether it was already planned to be done on Tuesday or not, they have confirmed the partnership.
As a result, the team will be named as ‘Atlassian Williams Racing’ in 2025. In addition to being a title sponsor, the company has been named the ‘Official Technology Partner’ and ‘Official Collaboration Software Partner’. Naturally, its branding will feature dominantly on the car and team wear.
Williams is set for its F1 2025 launch on Friday with a one-off livery, as the livery will be presented on February 18 in a group launch at O2 arena. “I am delighted to welcome Atlassian into Formula 1 and our evolution into Atlassian Williams Racing,” team principal James Vowles. “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.”
At the same time, Atlassian’s 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.”
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