Williams confirm new F1 title sponsor in record deal

Williams have announced an F1 title sponsorship deal with a multi-billion-dollar Australian technology company.

Atlassian are the firm behind the Jira project management software product. As part of the agreement, Williams will become known as Altassian Williams Racing. 

The Australian company will also be Williams' official technology partner and official collaboration software partner.

Williams have described the partnership as the biggest sponsorship deal in the team's F1 history. 

Atlassian’s branding will feature prominently on the FW47 and be integrated into all aspects of the team environment both trackside and at their Grove HQ. 

"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," Williams team principal James Vowles said. 

"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.”   

Atlassian CEO Mike Cannon-Brookes added: “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 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.”

It marks the latest sponsor Williams have been able to attract, after announcing a partnership with Santander in December.

The Spanish bank has followed Carlos Sainz from Ferrari to Williams.

Landing Sainz, a four-time grand prix winner, is a huge coup for Williams.

Sainz made the switch to Williams, where he will partner Alex Albon, after losing his Ferrari seat to seven-time world champion Lewis Hamilton.

Williams finished ninth in the constructors’ championship last season, scoring just 17 points.

Williams are set to unveil their 2025 F1 car on 14 February at Silverstone, the home of the British Grand Prix.