Barclays PLC has signed a multi-year sponsorship of the Atlassian Williams F1 Team. Williams is one of the top three most successful Formula 1 teams of all time with 114 wins, nine Constructors\u2019 World\u202fChampionships\u202fand seven Drivers\u2019 World Championships over its 48-year history.<\/p>\n
The partnership includes prominent branding of the Barclays logo on the rear wing, side pods, chassis top, cockpit surround and front mirrors on the new 2026 FW48 F1 car. The Barclays logo will also be displayed on Carlos Sainz and Alex Albon\u2019s overalls, cooling vests, gloves and helmets, as well as mechanics\u2019 overalls and team clothing.<\/p>\n
As part of the multi-year sponsorship, Barclays will be the Official Banking Partner for the Williams team and will become the team\u2019s primary corporate bank.<\/p>\n
Barclays will work closely with Williams on activating the sponsorship to engage Barclays corporate and institutional clients, private banking clients and corporate card partners through 2026. Activation will focus on races where Barclays is deepening its client service offering across new or expanding markets in Asia and the Middle East, as well as cementing strong client relationships across races in the US, UK and Europe.<\/p>\n
The partnership will also help strengthen Barclays\u2019 global brand engagement and consideration with a diversified worldwide audience of 827 million1 people in 2024, alongside 6.7\u00a0million2 fans attending races during the 2025 season. 43%1 of F1 fans are under 35, and 42%1 are women with the latest F1 fan survey indicating that 39% of gen Z and 41% of women are more likely to buy an F1 sponsor\u2019s products. F1\u2019s growing attraction amongst a female audience also supports Barclays\u2019 long-term backing for women\u2019s sport.<\/p>\n
The partnership marks a renewed alliance for Barclays and Williams. Legendary\u202ffounder Sir Frank Williams was a long-term customer of the bank, with Barclays also providing banking services to the Williams team.<\/p>\n
Stephen Dainton, President of BBPLC & Head of Investment Bank Management said:<\/p>\n
\u201cOur partnership with Atlassian Williams F1 Team will deepen our client engagement and elevate our brand across our key markets as we grow our investment banking and private banking & wealth management relationships. Working with one of the most storied teams in Formula 1 brings unparalleled global visibility.<\/p>\n
\u201cBarclays has long been one of sport\u2019s most committed corporate partners \u2014 from the Premier League and the Women\u2019s Super League to Lord\u2019s, Wimbledon, and the Barclays Center, home of NBA Brooklyn Nets and WNBA NY Liberty \u2014 we pair those world stage platforms with major investment in community and grassroots sport. It\u2019s this combination of elite performance and local impact that defines our approach.\u201d<\/p>\n
Atlassian Williams F1 Team Principal James Vowles said:<\/p>\n
“We are delighted to welcome Barclays into the sport as Official Banking Partner to Atlassian Williams F1 Team. As we prepare for one of the most significant regulatory changes in Formula 1 history, we\u2019re preparing to seize the opportunities of the new era together with Barclays as we continue investing for long-term success.\u201d<\/p>\n
Barclays is proud to be one of global sports\u2019 largest corporate backers across Football, Tennis, Cricket, Basketball and now F1.<\/p>\n
ENDS<\/p>\n
Notes to editors
1 F1 Commission meeting report July 2025<\/p>\n
2 GPdestinations.com<\/p>\n
About Barclays
Our vision is to be the UK-centered leader in global finance. We are a diversified bank with comprehensive UK consumer, corporate and wealth and private banking franchises, a leading investment bank and a strong, specialist US consumer bank. Through these five divisions, we are working together for a better financial future for our customers, clients, and communities. For further information about Barclays, please visit https:\/\/home.barclays\/<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"Barclays PLC has signed a multi-year sponsorship of the Atlassian Williams F1 Team. Williams is one of the…\n","protected":false},"author":2,"featured_media":455416,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[573],"tags":[64,63,817,813,816,85],"class_list":["post-455415","post","type-post","status-publish","format-standard","has-post-thumbnail","category-formula-1","tag-au","tag-australia","tag-f1","tag-formula-1","tag-formula1","tag-sports"],"_links":{"self":[{"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/posts\/455415","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/comments?post=455415"}],"version-history":[{"count":0,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/posts\/455415\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/media\/455416"}],"wp:attachment":[{"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/media?parent=455415"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/categories?post=455415"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/tags?post=455415"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}