Gulf x Atlassian Williams Racing Partnership
Gulf x Atlassian Williams Racing Partnership
Gulf is delighted to continue its partnership with Atlassian Williams Racing for 2025. After an amazing start to the partnership in 2023, we aim to build on what we have achieved together and continue to keep fans at the centre of our journey. 2024 was the year of the Gulf Speed Festival which brought thousands of motorsport fans together, uniting for a monumental celebration in Brazil. Atlassian Williams Racing driver, Alex Albon, stunned the crowd with an incredible performance taking to the track in the special fan voted livery ‘Bolder than Bold’. As we look to the future, events like these provide an insight into what’s to come for the partnership.
In 2024 we delivered access to exclusive content and in 2025, we plan to bring you even closer to the action, with surprises throughout the season. Together, Gulf and Williams aim to continue the excitement, on and off track, across Formula 1, Williams Driver Academy, and Wiliams Esports. We are committed to building a new chapter in motorsport history between two iconic brands, with our fans at the core.
A Bright Future
Over the last four decades, Gulf has supported teams that have had huge success within the motorsport world. This has led to Gulf becoming ingrained in motorsport history, and one of the most recognisable brands within the sport. The partnership with Atlassian Williams Racing sees Gulf continue to build on this legacy and shape the motorsport world for the future.
Atlassian Williams Racing is one of the most successful Formula 1 teams, with a rich history cementing them as a legendary brand. Moving into their second year under Team Principal James Vowles, Williams continue their long-term development plan to move up the Formula 1 gird. The 2025 season boasts an exciting line-up of talent with Grand Prix winner Carlos Sainz, joining Alex Albon to form the team. The future looks bright.
Bolder Than Bold Livery
In the first year of our partnership with Atlassian Williams Racing, we made a bold impact with our multi award-winning campaign, Gulf x Williams Fan Livery Vote, which resulted in the limited-edition livery. We gave fans the opportunity to select which Gulf livery would adorn the Williams’ FW45 and run on track at the Singapore, Japan, and Qatar Grands Prix. With 180,000 votes cast, fans were at the core of our campaign and drove the voting process.
'Bolder than Bold’ ruled supreme as the winning livery design. When the car hit the track, it did not disappoint. Running under the lights during the night races of Singapore and Qatar, whilst gleaming in the light of day in Japan, it looked striking on track. In 2024 we gave fans the opportunity to see the winning livery in action during the Gulf Speed Festival, with a special performance by Atlassian Williams Racing driver, Alex Albon on track in Sao Paolo, Brazil.
Esports
As part of our commitment to making this partnership like no other in Gulf’s history, we continue to activate within the esports industry through our Williams Esports partnership and their various racing teams.
In 2023 we held the inaugural Gulf Sprint Cup, and following its huge success we brought this event to life again in 2024. We gave fans an exclusive 3-hour live stream event which saw 20 global creators compete against each other in F123, at the Williams Esports lounge.
We are aiming to continue this momentum for 2025 and hope to bring Williams Esports and Gulf fans even closer to the action, providing exclusive access to content, creators and events.
The Academy
As part of our partnership with Atlassian Williams Racing, we are also supporting the Williams Driver Academy. In 2024, Gulf partnered with the academy to authentically support these talented young drivers to achieve their dreams and begin their journeys to becoming prominent figures in motorsport as part of ‘Team Elevate’.
‘Team Elevate’, helped prepare the drivers off-track to support their success on-track through challenges and team bonding exercises. To lead the 2024 Academy cohort, we teamed up with 1996 F1 World Champion, Damon Hill, who provided invaluable expert advice along the way.
Gulf will continue the ‘Team Elevate’ initiative throughout 2025 and beyond, with further training for the young drivers and unique opportunities across the industry. We aim to work with the Academy to expand the activities set so drivers can develop and master their skills. Keep your eyes peeled for our big plans!