Williams announce new title partnership ahead of 2025 season

Williams have secured what the British Formula 1 team describes as the “biggest partnership deal” in their 48-year history, with software firm Atlassian becoming their title partner.

Williams have agreed a multi-year commitment with the team collaboration provider and productivity software company in what they say is “another vote of confidence in the team’s comeback plan to transform and deliver future World Championship success”.

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Atlassian’s branding will feature prominently on their 2025 challenger as well as the race suits of Carlos Sainz and Alex Albon, teamwear and the squad’s own branding.

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

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Williams will reveal a special one-off livery at an event at Silverstone on February 14, as part of a filming day when Sainz and Albon will get to taste the 2025 car – the FW47 – for the first time.

The team’s official colours, complete with new title sponsor branding, will be revealed in F1’s first-ever official launch event at the O2 on February 18 alongside the other nine teams.

F1 Correspondent Lawrence Barretto says…

This is a significant deal for Williams, which they hope can help the squad continue their bid to become a World Championship-contending team again.

I understand that talks with prospective title sponsors have been on-going for more than a year, so to get a deal over the line with a title sponsor on a long-term deal is a big shot in the arm to the project.

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It marks a commercial transformation for a team that only a few years ago had a car devoid of sponsors – and of the stickers they had, few were bringing in cash.

Williams have already had the funds to work to the budget cap limit, but as their accounts to the end of 2023 showed, they reported a loss. A deal like this will help them move towards becoming profitable.

The squad finished a disappointing ninth in the Constructors’ Championship last year, two places down on the previous campaign, as they encountered growing pains in their fight to get back to the front.

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Deals like this, both in terms of financial firepower and technology, will not only aid that bid but also help continue to restore confidence in the brand and the project.