Williams and Atlassian Announce Title Partnership to Form Atlassian Williams Racing
Williams Racing and Atlassian (NASDAQ: TEAM) have announced a landmark long-term title partnership, forming Atlassian Williams Racing. This represents the largest partnership deal in Williams' 48-year history. The collaboration brings together Williams, one of F1's most successful teams with 114 wins and multiple championships, and Atlassian, a leading software company serving over 300,000 customers globally.
As the Official Title Partner, Technology Partner, and Collaboration Software partner, Atlassian will integrate its AI-powered collaboration software across Williams' operations to enhance teamwork and performance. The partnership will debut with the FW47 race car for the 2025 Formula 1 season, featuring drivers Alex Albon and Carlos Sainz. A special one-off livery will be unveiled at Silverstone, followed by the official 2025 race livery reveal on February 18 at London's O2.
Williams Racing e Atlassian (NASDAQ: TEAM) hanno annunciato una partnership di lunga durata, creando Atlassian Williams Racing. Questo rappresenta il più grande accordo di partnership nella storia dei 48 anni di Williams. La collaborazione riunisce Williams, uno dei team più vincenti di F1 con 114 vittorie e diversi campionati, e Atlassian, un'azienda leader nel software che serve oltre 300.000 clienti a livello globale.
In qualità di Partner Ufficiale, Partner Tecnologico e Partner Software di Collaborazione, Atlassian integrerà il suo software di collaborazione alimentato da intelligenza artificiale nelle operazioni di Williams per migliorare il lavoro di squadra e le prestazioni. La partnership debutterà con la vettura FW47 per la stagione di Formula 1 2025, con i piloti Alex Albon e Carlos Sainz. Una livrea speciale sarà svelata a Silverstone, seguita dalla rivelazione ufficiale della livrea per le gare 2025 il 18 febbraio presso l'O2 di Londra.
Williams Racing y Atlassian (NASDAQ: TEAM) han anunciado una asociación histórica a largo plazo, formando Atlassian Williams Racing. Esto representa el acuerdo de asociación más grande en la historia de 48 años de Williams. La colaboración reúne a Williams, uno de los equipos más exitosos de F1 con 114 victorias y múltiples campeonatos, y a Atlassian, una compañía líder en software que atiende a más de 300,000 clientes a nivel mundial.
Como Socio Oficial, Socio Tecnológico y Socio de Software de Colaboración, Atlassian integrará su software de colaboración impulsado por inteligencia artificial en las operaciones de Williams para mejorar el trabajo en equipo y el desempeño. La asociación hará su debut con el coche de carreras FW47 para la temporada de Fórmula 1 de 2025, con los conductores Alex Albon y Carlos Sainz. Una decoración especial se revelará en Silverstone, seguida por la presentación oficial de la decoración de carreras de 2025 el 18 de febrero en el O2 de Londres.
윌리엄스 레이싱과 아틀라시안 (NASDAQ: TEAM)이 장기 파트너십을 체결하며 아틀라시안 윌리엄스 레이싱을 형성했다고 발표했습니다. 이는 윌리엄스의 48년 역사에서 가장 큰 파트너십 계약을 의미합니다. 이 협력은 114회의 승리와 여러 차례의 챔피언십을 보유한 F1에서 가장 성공적인 팀 중 하나인 윌리엄스와 전 세계 30만 명 이상의 고객을 보유한 선도적인 소프트웨어 회사 아틀라시안을 결합합니다.
공식 타이틀 파트너, 기술 파트너 및 협업 소프트웨어 파트너로서 아틀라시안은 윌리엄스의 운영 전반에 AI 기반 협업 소프트웨어를 통합하여 팀워크와 성과를 향상시킬 것입니다. 이 파트너십은 2025년 포뮬러 1 시즌을 위한 FW47 레이싱카와 함께 데뷔하며, 드라이버는 알렉스 앨본과 카를로스 사인즈입니다. 특별 단일 차량의 도색은 실버스톤에서 공개되며, 2025년 레이스 도색은 2월 18일 런던 O2에서 공개됩니다.
Williams Racing et Atlassian (NASDAQ: TEAM) ont annoncé un partenariat historique à long terme, formant Atlassian Williams Racing. Cela représente le plus grand accord de partenariat dans l'histoire de 48 ans de Williams. La collaboration réunit Williams, l'une des équipes les plus performantes de la F1 avec 114 victoires et plusieurs championnats, et Atlassian, une entreprise leader dans le secteur des logiciels, servant plus de 300 000 clients dans le monde entier.
En tant que Partenaire Titre Officiel, Partenaire Technologique et Partenaire de Logiciel de Collaboration, Atlassian intégrera son logiciel de collaboration alimenté par l'IA dans les opérations de Williams pour améliorer le travail d'équipe et la performance. Ce partenariat fera ses débuts avec la voiture de course FW47 pour la saison de Formule 1 2025, avec les pilotes Alex Albon et Carlos Sainz. Une décoration spéciale sera dévoilée à Silverstone, suivie de la présentation officielle de la décoration de course 2025 le 18 février à l'O2 de Londres.
Williams Racing und Atlassian (NASDAQ: TEAM) haben eine historische langfristige Partnerschaft angekündigt und bilden Atlassian Williams Racing. Dies stellt das größte Partnerschaftsabkommen in der 48-jährigen Geschichte von Williams dar. Die Zusammenarbeit vereint Williams, eines der erfolgreichsten Teams der F1 mit 114 Siegen und mehreren Meisterschaften, und Atlassian, ein führendes Softwareunternehmen, das über 300.000 Kunden weltweit bedient.
Als offizieller Titelpartner, Technologiepartner und Partner für Kollaborationssoftware wird Atlassian seine KI-gestützte Kollaborationssoftware in die Abläufe von Williams integrieren, um Teamarbeit und Leistung zu verbessern. Die Partnerschaft wird mit dem FW47-Rennwagen in der Formel-1-Saison 2025 debütieren, mit den Fahrern Alex Albon und Carlos Sainz. Eine spezielle Einzel-Lackierung wird in Silverstone enthüllt, gefolgt von der offiziellen Vorstellung der Rennlackierung 2025 am 18. Februar im O2 in London.
- Largest partnership deal in Williams' 48-year history, indicating significant financial boost
- Strategic technology integration with Atlassian's AI-powered software to improve team operations
- Strong driver lineup secured with Alex Albon and Carlos Sainz for 2025 season
- None.
Insights
This landmark partnership represents a strategic masterstroke for both parties, extending far beyond traditional sports sponsorship. For Atlassian, whose platform serves over 300,000 customers, this move provides unprecedented brand exposure in Formula 1's rapidly growing global audience, particularly in key enterprise markets.
The deal's structure is particularly noteworthy for three key aspects:
- Full technical integration of Atlassian's collaboration software into Williams' operations, potentially creating a competitive advantage in F1's data-driven environment
- Triple-role partnership as Title Partner, Technology Partner and Collaboration Software partner, maximizing ROI through multiple touchpoints
- Strategic timing coinciding with Williams' signing of Carlos Sainz and the team's broader transformation effort
This partnership follows a growing trend of tech companies leveraging F1's platform for B2B marketing, similar to Oracle's Red Bull partnership. However, Atlassian's deal is unique in its comprehensive integration of operational technology. For Williams, beyond the financial boost, this partnership provides cutting-edge tools that could accelerate their technical comeback in F1's highly competitive midfield.
The collaboration also presents a compelling narrative of two organizations focused on high-performance teamwork - Atlassian's software enabling complex team collaboration and Williams' precision-based racing operations. This alignment could drive significant value creation beyond the immediate marketing benefits.
Williams, the joint-second most successful team in F1 history with 114 wins, 9 Constructors’ Championships and 7 Drivers’ Championships is joining forces with Atlassian (NASDAQ: TEAM), a leading provider of team collaboration and productivity software whose world-class platform serves over 300,000 customers across the globe.
This partnership unites two organisations driven by teamwork: Atlassian’s AI-powered collaboration software empowers teams of 10 to 10,000+ people so they can plan and track work, align on goals and unleash knowledge seamlessly. For almost 50 years Williams has been competing in F1 which is the ultimate test of teamwork across a range of disciplines in pursuit of sporting success.
Under the partnership, Atlassian becomes the Official Title Partner, Official Technology Partner and Official Collaboration Software partner. The multi-year commitment is the biggest partnership deal in Williams’ 48-year history, recognising its position as an icon of one of the most-popular and fastest-growing sports on the planet. It is another vote of confidence in the team’s comeback plan to transform and deliver future World Championship success.
Atlassian will play a major role in accelerating this transformation with its System of Work for technology-driven companies: a deliberate approach to teamwork that emphasises connecting all teams, and leveraging AI to maximise impact and innovation. The adoption of this approach and the Atlassian product suite across Williams will unleash the potential of Atlassian Williams Racing, deepening teamwork and collaboration to deliver on-track performance.
As Official Title Partner, Atlassian’s branding will feature prominently on the FW47 race cars being driven in the 2025 Formula 1 season by Alex Albon and Carlos Sainz – one of the most formidable line-ups on the grid – which will be unveiled at Silverstone on Friday. Atlassian branding will also be integrated into all aspects of the team environment both trackside and at their Grove HQ.
The new Atlassian Williams Racing logo, unveiled today, symbolises this true partnership. It has been uniquely crafted to unite the identities of Atlassian and Williams Racing, seamlessly combining two distinct marks and incorporating signature blues from each brand’s colour palette.
The FW47 will launch on Friday with a special one-off livery to celebrate the partnership, before the official 2025 race livery is revealed on February 18 at the F1 season launch at London’s The O2.
James Vowles, Team Principal, Atlassian Williams Racing: “I am delighted to welcome Atlassian into Formula 1 and our evolution into Atlassian Williams Racing. 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.”
Mike Cannon-Brookes, CEO, Atlassian: “Formula 1 is the ultimate team sport. 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
Notes to editors
- The FW47 launch event will be streamed live on our website williamsf1.com and app from 0930GMT on Friday 14 February
- For any Atlassian media enquiries please contact press@atlassian.com
About Williams Racing
For almost 50 years, Williams Racing has been at the forefront of one of the fastest sports on the planet, being one of the top three most successful teams in history competing in the FIA Formula 1 World Championship. With an almost unrivalled heritage of engineering and racing F1 cars and unforgettable eras that demonstrate it is a force to be reckoned with, the British squad boasts 16 F1 World Championship titles to its name. Since its foundation in 1977 by the eminent, late Sir Frank Williams and engineering pioneer Sir Patrick Head, the team has won nine Constructors’ Championships, in association with Cosworth, Honda and Renault. Its roll call of drivers is legendary, with its seven Drivers’ Championship trophies being lifted by true icons of the sport: Alan Jones, Keke Rosberg, Nelson Piquet, Nigel Mansell, Alain Prost, Damon Hill and Jacques Villeneuve. The team has made history before and is out to make it again with a long-term mission to evolve and return to the front of the grid.
About Atlassian
Atlassian unleashes the potential of every team. Our software development, service management and work management software helps teams organize, discuss, and complete shared work. The majority of the Fortune 500 and over 300,000 companies of all sizes worldwide - including NASA, BMW, Kiva, Deutsche Bank and Dropbox - rely on our solutions to help their teams work better together and deliver quality results on time. Learn more about our products, including Jira, Confluence and Jira Service Management at https://atlassian.com.
View source version on businesswire.com: https://www.businesswire.com/news/home/20250211077629/en/
Craig Woodhouse
Head Of Communications
+44 (0) 7485 988 562
craig.woodhouse@williamsf1.com
Rebecca Banks
F1 Media Communications
+44 (0) 7736 675 123
rebecca.banks@williamsf1.com
Dominique Heyer-Wright
Communications Manager
+44 (0) 7483 012 993
d.heyerwright@williamsf1.com
Connor Bean
Communications Manager
+44 (0) 7483 014 077
connor.bean@williamsf1.com
Ella Wilton
Communications Executive
+44 (0) 7485 988 575
ella.wilton@williamsf1.com
For access to hi-res imagery via the Williams Media Portal please email: media@williamsf1.com
Source: Atlassian Corporation
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