The Williams Formula 1 team has a new title sponsor, Atlassian, that will also serve as its official technology partner.
Williams has been without a title partner since its ill-fated Rokit collaboration was dissolved after just one season in 2019.
Software company Atlassian becomes the official Williams title partner, which means the team will now be officially entered in the world championship as Atlassian Williams Racing.
Atlassian also becomes official technology partner and collaboration software partner as part of the long-term deal, which Williams says is “the biggest partnership deal” in its history.
It indicates how Williams intends to leverage the expertise and technology that Atlassian offers.
Team principal James Vowles has repeatedly spoken of how much Williams needs to modernise its infrastructure and methodologies.
According to the team, Atlassian will help accelerate that process with what it calls its “System of Work” to connect different departments using Atlassian products, and make better use of artificial intelligence.
“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 Vowles.
“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.”
Williams will launch its 2025 F1 car with a special one-off livery this week, on Friday February 14, before the race livery is unveiled next week at the F1 75 event at the O2 Arena in London that all 10 teams are participating in.
Atlassian branding is set to feature “prominently” on the final design.
