Starting next season, Williams will adopt a new identity. The British racing team, known as Williams Racing since 2014, will continue from January under the name Atlassian Williams F1 Team. Software giant Atlassian has been the title sponsor of the team since last year, while the addition of Williams F1 Team harks back to the rich history of the racing stable. During the British team’s glory days – under the leadership of founder Frank Williams – the team also competed under that name.
“From January, we will continue as Atlassian Williams F1 Team,” reads an official press release. “This name reflects our focus on racing and winning at the pinnacle of motorsport.” In addition to the name change, the logo will also take on a new form. The current emblem will be replaced by a modern interpretation of Frank Williams’ iconic Forward W, which was introduced in 1977 and adorned all successful Williams cars.”
According to the team, this move marks ‘the next phase in the evolution’ of one of the most successful racing teams in Formula 1 history. Williams is determined to once again become ‘a leading force’ in the modern premier class. Under the leadership of team boss James Vowles, and with Carlos Sainz and Alexander Albon at the wheel, the team is in the midst of a resurgence. Williams currently ranks fifth in the constructors’ championship. With 111 World Championship points, the racing team has already scored more points than in the last seven seasons combined.
Looking Forward with Enthusiasm
James Vowles is excited about the new direction the team is taking. “I am proud that we will continue as Atlassian Williams F1 Team from next year, and that a version of Frank Williams’ logo will once again adorn our car,” he said. According to the Brit, the new identity perfectly reflects what the team stands for today. “We are inspired by our past and look forward with enthusiasm to the future. We are determined to write a new chapter in the history of Williams – a chapter in which we become champions again.”
Finally, he emphasized that this transformation also serves as an invitation to a new generation of fans. “This identity reflects who we are and reintroduces our title-winning legacy to a growing Formula 1 audience that did not follow the sport when we were last dominant.”
