Williams has found a new title sponsor in Atlassian, an Australian tech company with a billion-dollar turnover. The partnership – the largest in the history of the British brand – is set to give Williams a significant boost for the future. With top drivers Alexander Albon and Carlos Sainz Jr, Williams hopes to make significant strides in the long term.
As of today, Atlassian is the title sponsor of Williams and also an official technology partner. The team describes the partnership in a press release as ‘the largest sponsorship deal in the history of the brand’. Previously, AT&T, Martini, and ROKiT were the main partners of the British racing stable. The brand name and logos of Atlassian will be prominently displayed on the new Williams FW47, which will be unveiled later this month.
“The attraction of a partnership of this magnitude is a memorable day in the history of our team,” responded team boss James Vowles. “We are taking the right steps to bring this team back to the top, and in Atlassian we have a partner who will help us with their technology to realize our full potential. Our values and ambition perfectly align and I am excited about what we can achieve together.”
The Power of Teamwork
“Formula 1 is the ultimate team sport,” added Mike Cannon-Brookes, CEO of Atlassian. “It’s where engineers, developers, commercial teams, and countless others collaborate in real-time to race for a podium finish. Just like Williams, Atlassian believes in the power of teamwork. We know that when great teams have the right resources, they can achieve things that would otherwise be impossible.”
Atlassian is the latest major sponsor to partner with Williams. With the arrival of Carlos Sainz, the team already secured a deal with Santander, a major Spanish bank and a long-standing sponsor in Formula 1, in December. So far, Sainz has only driven a few test rounds in older cars, but according to team boss James Vowles, the collaboration is already paying off. The British racing team’s new car, the FW47, will be unveiled on February 14th at a dedicated launch event.
