Atlassian has inked a significant multi-year agreement to serve as the title sponsor for Williams Racing, marking the largest sponsorship deal in the team’s storied history.

This partnership is notable as it makes Atlassian the team’s first title sponsor since 2020. Additionally, the collaboration encompasses more than just branding; Atlassian will also act as the official technology and collaboration software partner for Williams Racing.

This exciting announcement precedes the unveiling of the 2025 Williams car on Friday, followed by the launch of the F175 livery at London’s O2 Arena next week.

“We are thrilled to welcome Atlassian to the world of Formula 1 and into the evolution of Atlassian Williams Racing,” commented James Vowles, team principal of Williams. “Securing a title partnership of this magnitude is a historic moment for our team, representing a key achievement in our transformative journey.”

“We are laying the groundwork to propel this team back towards the front of the grid. With Atlassian as our partner, we can leverage their technology and tools to maximize our potential, enhancing teamwork and collaboration throughout the organization,” Vowles added. “Our shared values and ambitions make this partnership incredibly exciting for what lies ahead.”

Atlassian Williams Racing

Photo by: Williams

With a rich legacy of title sponsorships, Atlassian now takes the reigns as the first partner since Dorilton Capital acquired the team five years ago. Previous title sponsors have included major names such as AT&T, Martini, and ROKiT. Atlassian’s CEO, Mike Cannon-Brookes, expressed enthusiasm in joining the ranks of this nine-time F1 constructors’ championship team.

“Formula 1 epitomizes teamwork,” Cannon-Brookes stated. “It’s a space where engineers, developers, commercial teams, and pit crews collaborate in real-time, racing at remarkable speeds for a podium finish. Atlassian shares Williams’ strong belief in the power of collaboration; we know that great teams, empowered with the right tools and processes, can achieve what seems unachievable alone.”

“As one of Australia’s pioneering global technology firms, we relate to the passion and determination required to build something extraordinary. This team has undergone a significant transformation, and I firmly believe Atlassian Williams Racing is well-positioned for a new era of excellence.”