New name for Williams Racing in twist before 2025 F1 season begins

Williams has undergone a last-minute rebrand ahead of the new F1 season. The British team announced on Tuesday that it will now compete as Atlassian Williams Racing, following a new title sponsorship deal with the publicly traded software company Atlassian.

The multi-year commitment is the largest partnership agreement in Williams' 48-year history. The company says that it recognises Williams' position as: "An icon of one of the most-popular and fastest-growing sports on the planet. It is another vote of confidence in the team’s comeback plan to transform and deliver future World Championship success." Incidentally, Williams has not commented on the amount of money they will earn through the deal.

James Vowles, team boss of Atlassian Williams Racing, speaks of a milestone for his team: "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," the Brit 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.” Vowles concluded.