Williams will be officially known as Atlassian Williams Racing this year after agreeing a new title sponsorship deal with the software firm.
The team presented their new sponsor’s logo on the race suits of drivers Carlos Sainz Jnr and Alexander Albon. Williams said the new logo “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 new, long-term deal is Williams’ first title sponsorship since it was branded by Rokit in 2019. That deal was due to continue into the 2020 season but ended in acrimony after Rokit withdrew their backing, leading to a court case.
Williams say their new backing from the Australian company is a “long-term” deal. Under the new arrangement Williams will also use Atlassian’s collaboration software.
“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 team principal James Vowles.
“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.”
The nine-times constructors’ champions, who last won the title in 1997, will present their new car for the upcoming season at Silverstone on Friday in a “special one-off livery”. The team’s definitive livery will be uncovered at Formula 1’s new pre-season launch event F1 75 Live next week.
Another new sponsor which features on the Williams drivers’ overalls this year is former Ferrari sponsor Santander. The Spanish bank has continued its association with Sainz by switching teams.
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