Australian company becomes Williams F1 title partner
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The Williams Formula One team has signed with Australian software company Atlassian as its first naming rights partner in five years.
The Williams Formula One team will be officially known as Williams Atlassian Racing from 2025 onwards after announcing a partnership with the Australian company – its first naming rights partner since 2019.
"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," said Williams team principal James Vowles.
Williams is one of the most successful teams in Formula One (F1) history alongside McLaren and Ferrari, with a driver roster including Ayrton Senna, Alain Prost, and Australian world champion Alan Jones.
The deal – described by the Grove, United Kingdom-based team as a 'long-term title partnership' – sees the Australian software company become the Official Title Partner, Official Technology Partner and Official Collaboration Software partner of Williams.
"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," Mike Cannon-Brookes, CEO, Atlassian, said in a statement.
"Formula One 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 was formed in 2002 by Cannon-Brookes and Scott Farquhar – who studied computer science at university together – and is now headquartered in Sydney.
Regarded as a world leader in productivity software, Atlassian listed on the NASDAQ in 2010 before an IPO (initial public offering) in 2015 with market capital of $US5.8 billion – and is now worth $US84.2 billion ($AU133.6 billion) according to Forbes.
Williams’ previous title partner, Rokit, left the team after the 2019 season – and launched subsequent legal action against Williams for 'reputational damage' in a Florida, USA, court, which was thrown out in 2023.
The Williams family sold out of the team in 2020 with founder Frank Williams passing away in 2021 – the team rebuilding under new ownership, which included poaching Vowles as its team principal from Mercedes-Benz for the 2023 season.
In 2025, it has one of its strongest driver line-ups in Alex Albon and former Grand Prix winner Carlos Sainz, who was signed to the team after being replaced by Lewis Hamilton at Ferrari.
"This team has been through a remarkable transformation, and I believe Atlassian Williams Racing has all the foundations for a renewed era of greatness," said Cannon-Brookes.
Australian driver, Alan Jones, won the 1980 world drivers' championship with the team, helping it achieve the first of now 14 constructors titles the same year driving the FW07B.
Williams last won a world drivers title with Canadian Jacques Villeneuve in 1997, who was recently announced as a team ambassador alongside former driver Jenson Button and triple W Series winner Jamie Chadwick.
Its most recent Grand Prix victory was in 2004, when Pastor Maldonado won the Brazilian Grand Prix in a Williams FW26.
The first race of the 2025 F1 season will be the Australian Grand Prix at Albert Park, Melbourne, on 13-16 March.
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