Williams secures Atlassian as title sponsor in F1 resurgence effort

Red Bull Racing/Red Bull Content Pool

The Williams Formula 1 team has announced a groundbreaking long-term title sponsorship deal with Australian tech company Atlassian.

This partnership aims to support their efforts to climb the F1 grid, rebranding them as Atlassian Williams Racing starting from the season opener in Australia on March 16.

Williams, with a storied history of 114 race wins and nine constructors' titles, finished ninth out of ten teams last year. Team principal James Vowles called the deal "the biggest in the team's 48-year history," though financial details were not disclosed.

The team features a new driver lineup this season, with Carlos Sainz joining from Ferrari alongside Alex Albon. Atlassian's branding will debut on a special one-off livery at a Silverstone event on Friday, ahead of a 10-team F1 event in London next Tuesday.

Vowles emphasized the significance of the partnership, stating, "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."

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