Record title sponsorship for Williams F1 as Atlassian deal announced

Atlassian has signed a multi-year deal to become the title partner of Williams Racing, in the biggest deal in the team’s history.

It is now the first title sponsor of Williams since 2020 and the partnership also extends beyond branding, with Atlassian becoming the official technology partner and official collaboration software partner of the team.

The news comes ahead of the 2025 Williams car launch on Friday and the F175 livery launch event at London’s O2 Arena next week.

“I am delighted to welcome Atlassian into Formula 1 and our evolution into Atlassian Williams Racing,” said Williams 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.”

Williams has a rich history of title sponsors, but Atlassian becomes the first since Dorilton Capital purchased the team five years ago.

Previous title partners include AT&T, Martini and ROKiT and Atlassian CEO Mike Cannon-Brookes is pleased to be the newest name associated with the nine-time F1 constructors’ champions.

“Formula 1 is the ultimate team sport,” he said. “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.”