Williams
F1 Sponsors
26 Sponsors
| # | ||||
|---|---|---|---|---|
| 1 | AtlassianTitle Partner | $30m | Title Partner | Collaboration software |
| 2 | KomatsuPrincipal Partner | $8m | Principal Partner | Construction machinery |
| 3 | DuracellGlobal Partner | $6m | Global Partner | Batteries |
| 4 | GulfGlobal Partner | $5m | Global Partner | Lubricants |
| 5 | KrakenFan Zone Presenting Partner | $5m | Fan Zone Presenting Partner | Crypto exchange |
| 6 | AiriaPartner | Not disclosed | Partner | Enterprise AI |
| 7 | BarclaysPartner | Not disclosed | Partner | Banking |
| 8 | BetwayPartner | Not disclosed | Partner | Sports betting |
| 9 | BNYPartner | Not disclosed | Partner | Banking |
| 10 | BrillioPartner | Not disclosed | Partner | Digital consulting |
| 11 | ClaudePartner | Not disclosed | Partner | AI assistant |
| 12 | Estrella GaliciaPartner | Not disclosed | Partner | Beer |
| 13 | Girard-PerregauxPartner | Not disclosed | Partner | Watches |
| 14 | Jackpot CityPartner | Not disclosed | Partner | Online casino |
| 15 | KeeperPartner | Not disclosed | Partner | Cybersecurity |
| 16 | M&SPartner | Not disclosed | Partner | Retail |
| 17 | New EraPartner | Not disclosed | Partner | Headwear |
| 18 | NMC²Partner | Not disclosed | Partner | Cloud computing |
| 19 | NuveenPartner | Not disclosed | Partner | Asset management |
| 20 | PirelliTechnical Supplier | Not disclosed | Technical Supplier | Tires |
| 21 | SIACharity Partner | Not disclosed | Charity Partner | Spinal injury charity |
| 22 | SparcoTechnical Supplier | Not disclosed | Technical Supplier | Racewear |
| 23 | StephensPartner | Not disclosed | Partner | Investment banking |
| 24 | VAST DataPartner | Not disclosed | Partner | Data storage |
| 25 | Wilkinson SwordPartner | Not disclosed | Partner | Razors |
| 26 | ZooxPartner | Not disclosed | Partner | Robotaxis |
Who Sponsors Williams in F1 in 2026?
Atlassian has had its name on the team since February 2025, which is why the cars now race as the Atlassian Williams F1 Team. Below it sits a mix of engineering, consumer and finance brands, and Komatsu, Duracell, Kraken and Gulf carry the most weight after the title partner.
The big changes came before the 2026 season. Santander’s deal ended, Barclays took over as Official Banking Partner and Anthropic signed Claude as the team’s Official Thinking Partner. The Spinal Injuries Association is listed too, as a charity partner.
The team's own partner directory, which sets out the 26 current names used for this roster.
Confirms Barclays as Official Banking Partner from 2026 on a multiyear deal, filling the old Santander slot.
Announces Claude as Official Thinking Partner in February 2026, with branding on the cars, drivers and team kit.
Reports that Santander's Williams deal ended before the 2026 season, so it's no longer on the roster.
Covers Komatsu's September 2026 renewal and the hydraulic innovation role that starts in 2027.
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Insider · Issue 23
01 · The Last Race
Singapore by Salary
Pos
Driver
Pts
Salary
1
Max Verstappen
Red Bull
25
$70m
2
Charles Leclerc
Ferrari
18
$34m
3
Kimi Antonelli
Mercedes
15
$3.4m
4
Lando Norris
McLaren
12
$30m
5
Oscar Piastri
McLaren
10
$13m
6
Insider+
7
Insider+
Our Take · Insider+
What Each Point Now Costs Red Bull
Sponsors of the Other F1 Teams
Who Are Williams' Biggest F1 Sponsors?
Atlassian is the biggest deal by some way. We put its title package at $30m a year, just under the up to $35m ceiling BlackBook reported in 2025, and it buys the team name plus a working role, since Williams tracks more than 350,000 part records in Jira Service Management.
Komatsu is next at $8m, and its September 2026 renewal makes it Official Hydraulic Innovation Partner from 2027. Duracell follows at $6m, the GlobalData figure PlanetF1 carried in 2023, and that money buys the battery-shaped airbox. Gulf and Kraken sit around $5m each, Gulf for heritage branding and fan-designed liveries and Kraken for fan zones and Grid Pass.
Gives Atlassian's Williams title deal as up to $35m a year, the ceiling the $30m figure sits under.
Reports the February 2025 title deal and its long-term scope, without a disclosed fee.
Carries the 2023 GlobalData benchmark of $6m a year for Duracell's Williams deal.
Atlassian's case study on the 350,000 part records Williams manages in Jira Service Management.
Confirms Kraken's January 2026 renewal and the fan-focused rights that come with its deal.
How Long Williams's Sponsor Deals Have Run
Duracell has the longest-running deal with Williams, dating back to 2022, so 2026 is its 5th season. Atlassian is on the newest deal, from 2025.
Most deals don't come with a published end date, so a bar stops at 2026 unless the end is known. Hatching shows contracted seasons still to come.
How Many Sponsors Does Williams Have?
There are 26 names on Williams’ 2026 partner list. Atlassian is the only title partner, Pirelli and Sparco are there as technical suppliers and the Spinal Injuries Association takes a charity slot, which leaves 22 commercial partners running from Barclays and BNY to Zoox and M&S.
That puts Williams between Audi’s 25 and Haas’ 27, and well clear of the 10 names Cadillac started with.
Williams Sponsors: FAQs
Atlassian is Williams’ biggest sponsor by a distance. Its title deal, announced in February 2025, is worth about $30m a year and puts the software company’s name in front of the team’s. Komatsu is the next largest at around $8m, so nothing else on the list gets close to the title money.
Williams hasn’t published the fee, but about $30m a year is the working figure for Atlassian‘s title deal. BlackBook Motorsport’s 2025 report put it at up to $35m, and that’s a ceiling rather than a guaranteed payment, so the $30m sits below it. The contract is described as long-term with no end date given.
No, Santander’s Williams deal ended before the 2026 season after just one year alongside Carlos Sainz. Barclays took over the banking slot in February 2026. Santander hasn’t left F1, though, since it’s still the sport’s official retail banking partner and a founding partner of the new Madrid race.
Duracell doesn’t supply the hybrid battery in the Williams car. Its deal is a branding one, which is why the airbox is painted like a Duracell battery, and it’s worth about $6m a year. The partnership started regionally in 2022, went global and was renewed in November 2024 for 2025 and beyond.
Komatsu gives Williams hydraulics know-how and engineering help on top of its fee. The Japanese machinery maker worked with the team in 1996 and 1997, came back in 2024 and renewed in September 2026. From 2027 it becomes Official Hydraulic Innovation Partner, and its engineering academy links up with F2, F3 and F1 Academy.
Kraken backs Williams to put its crypto exchange in front of F1 fans, and the deal leans heavily on fan activity. Since 2023 it’s run Grid Pass, fan zones and rear-wing community campaigns alongside car branding. It renewed in January 2026 on a long-term basis at around $5m a year.