Williams announces new title partnership deal with software company Atlassian
Williams has announced a new title partnership deal with software company Atlassian that it describes as “the biggest partnership deal in Williams’ 48-year history”.
Atlassian is an Australian software company that has a base in the United States, and reported revenue of $4.4billion for the 2024 fiscal year. Reflecting the ongoing attraction of Formula 1 to tech brands, a title partnership with Williams has been announced that officially sees the team become Atlassian Williams Racing, with Williams saying the size of the deal reflects its historical standing within the sport.
“I am delighted to welcome Atlassian into Formula 1 and our evolution into Atlassian Williams Racing,” team principal James Vowles said. “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 organization. Our values and ambition align perfectly, and I’m excited about what we can achieve together.”
Atlassian CEO Mike Cannon-Brookes says there was an obvious synergy between his company and F1, with Williams set to leverage Atlassian’s AI capabilities moving forward.
“Formula 1 is the ultimate team sport,” Cannon-Brookes 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.”
Williams will launch its 2025 car – the FW47 – on Friday at Silverstone. The car will be presented in an interim livery, ahead of the unveiling of the official livery for the coming year at the F1 75 season launch event at London’s O2 Arena on February 18.
For more information: www.racer.com
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