Founded by former racing driver Sir Frank Williams and automotive engineer Patrick Head, Williams Racing was born in 1977.
The British team, based out of Grove, made their Formula One debut at the 1977 Spanish Grand Prix and haven’t looked back since. Williams won their first race at the 1979 British Grand Prix courtesy of Clay Regazzoni and won their first Drivers’ and Constructors’ Championships in 1980. Today, they are one of Formula One’s most successful teams with nine Constructors’ and seven Drivers’ titles.
Here, we look at the official sponsors and partners of Atlassian Williams Formula One Team for the 2026 F1 season.
Williams onboarded battery and smart power systems manufacturer Duracell as an Official Partner in February 2022 following a multi-year deal.
As part of the deal, the Duracell logo features on the Williams race cars, driver race suits, and team kits, with the two parties also collaborating on multiple on-ground activations.
Italian tyre manufacturer Pirelli is the Official Tyre Supplier of the British racing team via its overarching partnership with Formula One.
In 2015, Williams unveiled a new partnership with Spinal Injuries Association, which saw the latter become the team’s Official Charity.
The partnership has seen Williams work with SIA to provide information, advice, and support to 50,000 people in the UK who have spinal injuries. The SIA logo is also visible on the Williams race cars.
Williams extended their partnership with SIA in February 2021.
In February 2023, at the launch of the FW45, Williams announced a long-term partnership with Gulf Oil International.
The partnership puts the Gulf branding on the Williams race-car, driver race-suits, pit-stop gantry, and the pit-stop personnel overalls. Gulf also supports the Williams Racing Driver Academy and the Williams Esports division, supporting the young drivers and providing them with a wider reach. Gulf and Williams also collaborate on a host of marketing activities.
Williams inked a long-term partnership deal with Japanese heavy equipment manufacturer Komatsu in February 2024, which saw Komatsu become the Principal Partner as well as the Official STEM and Early Careers Partner, Esports Partner, and Construction Machinery Partner of the team.
The deal puts the Komatsu logo on Williams’ race car, driver overalls, and team kit.
VAST Data, a tech company specialising in artificial intelligence and deep learning computing infrastructure, joined Williams as their Official Partner and technology vendor after signing a multi-year deal in February 2024.
The partnership puts the VAST logo on Williams’ race car and driver overalls.
In November 2025, Williams and VAST Data announced a multi-year renewal of their agreement, which sees VAST Data continue enjoying branding exposure on Williams’ driver and mechanic overalls and the car nose, while also enjoying added exposure on their car mirror stems and team kit.
Independent financial services firm Stephens teamed up with Williams in February 2023 on a multi-year deal, joining as their Official Investment Banking Partner.
Crypto firm Kraken joined Williams as a Presenting Sponsor for the team’s fan zone experiences in 2023.
Keeper Security, a provider of cloud-based cybersecurity software, signed a multi-year deal with the British team in May 2024, joining as the team’s Official Partner.
The partnership puts the Keeper Security logo on Williams’ driver overalls, race car, team garage, trucks, and screens.
In May 2025, Williams and Keeper Security announced a long-term renewal of their partnership, which sees Keeper Security continue to work towards protecting Williams from cybersecurity threats, providing security for their digital infrastructure.
In February 2026, ahead of the 2026 F1 season, Williams Racing signed a multi-year deal with Wilkinson Sword, a British personal care products brand.
The partnership sees Wilkinson Sword serve as Williams’ Official Men’s Grooming Partner, with its branding featuring on the Williams race car’s nose box, halo, and engine cover, as well as on the team’s towels, balaclavas, and driver helmets.
In November 2024, Williams signed a multi-year agreement with autonomous ride-hailing company Zoox, bringing it on board as an Official Regional Partner.
The partnership entails Zoox enjoying a branding presence on the Williams cars for the races held in the US, as well as working with the team on various fan engagement activities in Las Vegas, Austin, and Miami, with the Zoox robo-taxis also present at Williams’ Las Vegas Fan Zone.
Williams signed a multi-year deal with apparel brand New Era in September 2025, which saw New Era become an Official Partner of the team.
The partnership sees New Era design and supply the team with a full range of apparel, headwear, and accessories for their drivers, staff, and fans worldwide. New Era also serves as the team’s Official Teamwear and Headwear Partner, kitting the team “from head to sock” in what is a first-of-a-kind partnership for the brand.
In February 2026, Williams inked a long-term partnership agreement with financial services firm BNY, bringing it on board as their Official Institutional Banking Partner.
The deal sees BNY host various fan engagement activities for its customers and F1 fans, with its branding featuring on Williams’ driver and team kits, as well as the bargeboards, chassis top, and halo of their race car.
Enterprise platform Airia signed a multi-year partnership agreement with Williams in May 2025, coming on board as the team’s Official AI Orchestration Partner.
The partnership sees Williams gain access to Airia’s platform and insight to enhance their on-track performance. Airia also supports the team’s academy, works with their F1 Academy talent, and collaborates with them on several school outreach programmes.
Airia also enjoys a branding presence on the Williams race car, appearing on its front-wing endplates and halos, with logo placement on Williams’ F1 Academy car also part of the agreement.
In March 2025, Williams signed a multi-year deal with global technology consulting and service company Brillio, roping it in as their Official Digital Transformation Partner and Official Data and AI Services Partner.
The partnership sees Brillio support Williams’ digital transformation initiatives and enjoy a branding presence on the Williams challenger.
Apparel brand Sparco was announced as Williams’ Official Racewear and Technical Apparel Supplier after a multi-year deal was signed between the two in February 2026.
The partnership sees Sparco provide apparel to the drivers and wider race teams of not just Williams’ F1 team, but also their F1 Academy, Driver Academy, Heritage, and Sim Racing outfits.
In February 2026, ahead of the 2026 F1 season, Williams signed a multi-year deal with American AI company Anthropic, which made Claude, its large language model (LLM) series, the Official Thinking Partner of the British outfit.
The partnership entails Claude being integrated into the team’s environment with the aim of helping their engineers and strategists with planning, thinking, and performing across race strategy, car development, and operations. Claude’s branding is also present on the Williams race cars and driver and team kits.
In February 2025, Williams Racing signed a long-term deal with Atlassian, a provider of team collaboration and productivity software, roping it in as their Official Title Partner, Official Technology Partner, and Official Collaboration Software Partner.
The deal sees the team be officially called “Atlassian Williams Formula One Team”, with Atlassian enjoying branding exposure on the Williams race car and other key team assets — both trackside and at their base in Grove, Oxfordshire.
In January 2026, Williams and Nuveen, an asset management firm, signed a multi-year partnership deal that made the latter the Official Asset Management Partner of the F1 team.
The deal sees Nuveen gain extensive branding presence on the Williams race car: above the steering wheel and on the inner rear wing.
British multinational universal bank Barclays joined Williams as their Official Banking Partner after signing a multi-year deal with them in February 2026.
The partnership sees Barclays enjoy branding exposure on the Williams race car, driver helmets, and team clothing, as well as across the team’s trackside garages and hospitality.
Non-alcoholic beer Estrella Galicia 0.0 was named as Williams’ Official Beer Partner after a multi-year partnership deal was signed between both in February 2026.
The deal entails Estrella Galicia 0.0 being served in Williams’ team hospitality zones across European races along with more activations. Estrella Galicia 0.0’s branding is also present on the halo and rear wing endplate of the Williams race car, as well as on the driver helmets and race suits.
Williams Racing announced a multi-year partnership with Super Group Limited in February 2025, which made its brands Betway and Jackpot City official partners of the team.
Super Group serves as Williams’ Official Betting Partner, Official Casino Partner, Official Gaming Partner, Official Score Partner, and Official Live Score Partner, with betway and Jackpot City branding featuring on the Williams Racing challenger.
In October 2025, ahead of the season’s United States Grand Prix, high-performance data infrastructure company NorthMark Compute & Cloud (NMC²) announced a long-term partnership with Williams Racing.
As per the deal, NMC² serves as an Official Partner of the British outfit and enjoys branding exposure on their race car.
Prior to the start of the 2026 Formula One season, in February 2026, Williams announced a multi-year partnership with Swiss luxury watchmaker Girard-Perregaux, roping it in as their Official Watch Partner.
A supremely confident France side will fancy their chances of getting the three points that…
World Cup debutants Jordan will face African opponents Algeria in their second group stage game…
Welsh football club Wrexham AFC, who currently are competing in the EFL Championship and owned…
Canada Soccer has inked a new partnership with Samsung which will see Samsung become the…
The Asian Football Confederation (AFC) has announced a new partnership with the Alrajhi Bank, who…
Canada Soccer has signed a new partnership with Meta which will see both work together…