Like a phoenix rising from the ashes, Williams is changing its name and gearing up for the new Formula 1 season, aiming to climb back to the top with a new and significant partnership with Atlassian.
n the history of Formula 1, Williams— which finished ninth in last season’s championship with only 17 points—remains the second-most successful team in the sport, boasting 9 Constructors’ Championships and 7 Drivers’ Championships, both last won in 1997.
After a 28-year drought, James Vowles, team principal since 2023, is determined to bring Williams back to the forefront, restoring the dominance it once enjoyed. Following the signing of Carlos Sainz, the British team principal has now made another strategic move—this time on the sponsorship front.Today, Williams announced a multi-year partnership with Atlassian, a global leader in collaboration and productivity software.
This partnership, driven by the shared value of teamwork, will also bring a major rebranding, with the team now officially called Atlassian Williams Racing..
As part of the biggest sponsorship deal in the team’s 48-year history, the Australian company will become Williams’ Title Partner, Technology Partner, and Collaboration Software Partner. Furthermore, Atlassian will play a crucial role in accelerating Williams’ revival, thanks to its System of Work—an innovative approach to teamwork that connects all departments and leverages AI to maximize impact and innovation.
The official FW47 livery, which will be raced by Alex Albon and Carlos Sainz, will be unveiled on February 18during Formula 1’s season launch event in London. However, before that, a special one-off livery celebrating the new partnership will be revealed during the Silverstone presentation.
“I am delighted to welcome Atlassian to Formula 1 and announce our evolution into Atlassian Williams Racing. Securing a partnership of this scale is a historic moment for our team and a crucial milestone in our transformation,” said an enthusiastic James Vowles. “We are implementing all the right strategies to bring this team back to the front of the grid, and with Atlassian, we have a partner whose technology and tools will help unlock our full potential by improving teamwork and collaboration across the entire organization. Our values and ambitions are perfectly aligned, and I’m excited about what we can achieve together.”
Mike Cannon-Brookes, CEO of Atlassian, also commented: “Formula 1 is the ultimate team sport. Engineers, developers, commercial teams, mechanics, and many others work together in real-time, at incredible speeds, to fight 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 results that would otherwise be impossible.
As one of the first global technology companies to emerge from Australia, we understand what it means to have passion, determination, and the belief that you are building something great. This team has undergone a remarkable transformation, and I truly believe Atlassian Williams Racing has all the foundations for a new era of success.”
Photo: Williams Racing.