Aussie company Atlassian becomes naming rights sponsor of Williams Formula One team

Australian born software company Atlassian has written a big cheque and done a mega deal with one of the most iconic teams in Formula One. The team work and collaboration software business will become the title sponsor of the Williams Formula One team from the Melbourne race in a month from now.

It’s described as a long-term partnership and is the first major sponsorship of this kind the Williams team has had in several years.

The team has been in a massive slump for several seasons, with current team boss James Vowles taking the team through a complete reorganisation in the lead up to the 2026 season when the Formula One regulations change allowing for a reshaping of the competitiveness of all the teams across the grid.

Williams is the second most succesful team in Formula One with 114 wins and 9 Constructors championships, while Atlassian is one of the biggest providers of collaboration and productivity software in business with over 300,000 customers worldwide.

While it’s a big deal for branding as the Atlassian Williams F1 team, they also become the official technology partner and official collaboration software partner.

Their 2025 race contender will be revealed on Friday in the UK with Atlassian branding integrated across the car and the team facilities.

James Vowles, Team Principal, Atlassian Williams Racing says “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.”   

While at Atlassian, CEO and founder Mike Cannon-Brookes says  “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.”