Gulf x Williams Partnership
Gulf x Williams Racing Partnership Continuing the journey
Gulf is proud to extend its partnership with the Atlassian Williams Formula 1 Team into the 2026 season. Since the collaboration began in 2023, both brands have shared a common ambition: to bring fans closer to the excitement of Formula 1. As the partnership moves forward, Gulf and Williams are focused on building long term momentum on and off the track.
A legacy shaping the future
With a motorsport heritage spanning more than 40 years, Gulf has played a role at the highest levels of global racing. This long-standing involvement has helped establish the brand as one of the most recognisable names in motorsport partnerships. Today, that legacy continues through Gulf’s ongoing collaboration with the Atlassian Williams F1 Team, supporting the next chapter of competitive racing.
Williams’ long term vision remains clear. Now in the third year under Team Principal James Vowles, the team continues to invest in sustained development, reinforcing its commitment to progress and performance on the Formula 1 grid.
Momentum on the grid
The 2025 season marked a major step forward for Williams, delivering its strongest points total since 2016 with an impressive 137 points. The arrival of Grand Prix winner Carlos Sainz alongside Alex Albon created a highly competitive driver pairing, contributing to two podium finishes during the season and securing fifth place in the Constructors’ Championship.
These results reflect the team’s upward trajectory, underlining the positive momentum that continues to build as Williams looks ahead to future seasons.
Driven by Words: fans at the heart of design
In 2025, Gulf placed fan passion front and centre with Driven by Words, a unique livery campaign celebrating the emotional connection between supporters and motorsport. Fans from across the world were invited to submit words that captured the spirit, intensity, and energy of racing.
The response exceeded expectations. Over 140,000 words were submitted globally, with 493 selected in 12 different languages to feature on a special heritage inspired Gulf x Williams livery. Showcasing Gulf’s iconic colours, the one off design made its on track debut at the São Paulo Grand Prix, driven by Carlos Sainz and Alex Albon.
Supporting future talent
Beyond Formula 1, Gulf’s partnership also extends to the Williams Racing Driver Academy, helping support emerging talent as they take their first steps toward professional motorsport careers. Through this collaboration, Gulf plays an active role in developing drivers both on and off the track.
A key part of this support is Team Elevate, a programme designed to prepare Academy drivers for the demands of elite competition. The initiative focuses on mindset, resilience, and teamwork, combining tailored challenges with off track development workshops. The programme is led by 1996 Formula 1 World Champion Damon Hill, by whose experience provides valuable insight and guidance.
During the 2025 season, fans were given unprecedented behind the scenes access to the Academy through exclusive content. Looking ahead to 2026, Gulf plans to build on this engagement, sharing even more training moments and unique perspectives as the next generation of drivers continues to develop.