Gulf x Atlassian Williams
Combining decades of motorsport heritage, Gulf and Atlassian Williams’ are powering towards a bright future. These two iconic motorsport brands are working together to engage fans, support emerging talent and celebrate a rich, ever-evolving heritage.
Delving deeper into an iconic partnership
The years have brought many memorable moments in our partnership – from the Gulf x Atlassian Williams fan livery vote to the behind-the-scenes exclusive content at iconic Singapore, Japan and Qatar Grand Prixes.
We’re always committed to aiming higher and achieving more, with our fans firmly front and centre of absolutely everything we do. Together, Gulf and Atlassian Williams aim to bring the excitement on and off track, with collaborations across Formula 1, Atlassian Williams Racing Driver Academy, and esports.
A legacy built for the future
Since the beginning, Gulf has proudly supported some of the most successful teams in the motorsports world. As a result, Gulf is well-established in motorsport history, having become one of the most recognisable and well-loved brands within the sport with a rich and successful heritage.
Our partnership with Atlassian Williams builds on this remarkable legacy, with a shared commitment to shaping the motorsport world for the future together. As one of the most successful Formula 1 teams of all time, Atlassian Williams has a history of record-breaking wins – cementing their status as a legendary global brand.
Bringing fans in on the action
We’re always looking for ways to get fans closer to the action and – and in 2023 we did just that. In a bold move never seen before, we made history with our multi award-winning campaign, Gulf x Atlassian Williams fan livery vote. We put the future of 2023’s racing colours firmly in the hands of the fans, who selected their favourite limited-edition Gulf x Atlassian Williams F45 livery destined to run on track at the Singapore, Japan, and Qatar Grands Prix.
The response was incredible. Over 180,000 votes were cast, and the iconic ‘Bolder than Bold’ emerged as the winning livery design. When the car hit the track, it didn’t disappoint – with its striking and unique pale blue and orange geometric design, it was a special moment and celebration of Atlassian Williams’ loyal fanbase.
Fans are an extension of the team – so we wanted to give them a unique opportunity to take over a huge decision with real on-track influence.
Esports legacy
Off-track and on-screen, the excitement and drama is just as intense – with Atlassian Williams Esports gaining momentum in the gaming and motorsports space.
Atlassian Williams F1 Team Gaming is bringing the competitive DNA of Formula 1 into gaming, Esports and digital motorsports, designed to bring fans even closer to the action.
Investing in future talent
As well as our unwavering support for Atlassian Williams’ existing elite teams, we’re also proud to be part of the Atlassian Williams Driver Academy, which nurtures up-and-coming first team drivers with professional training and mentorship.
Through training and the provision of unique industry opportunities, Gulf’s academy support is holistic, agile and dynamic, helping drivers to develop key skills on-track whilst providing vital training and guidance off-track.
It’s all about helping young drivers to follow their dreams and begin their journey to becoming motorsport heroes.
