Klaviyo joins Atlassian Williams F1 Team as Official B2C CRM Partner, to bring every fan closer to the race track
Starting from 2027, Williams will leverage Klaviyo’s B2C CRM platform to deliver deeper fan relationships across our growing global fanbase
Published
19 OCT 2026
Est. reading time
2 min
Klaviyo joins Atlassian Williams F1 Team as Official B2C CRM Partner for 2027 and beyond.
The multi-year partnership brings together a world-leading technology organisation and a multiple World Championship-winning F1 team, as they join in a shared mission to build stronger, personalised relationships with fans and audiences worldwide.
Starting from 2027, Williams will leverage Klaviyo’s B2C CRM platform to deliver deeper fan relationships around the world, providing personalised experiences to each fan across multiple channels.
Williams joins more than 205,000 consumer brands who use Klaviyo to connect with fans and audiences across the globe. With Klaviyo’s AI agents and data platform on side, Williams will be able to reach fans in Melbourne, Monza or Miami on their preferred channels, at the moment it matters, from race weekend build-up and Fan Zone invitations to the latest kit on their wish list.
The partnership will extend beyond technology, with Klaviyo branding featured across the FW50, Williams’ challenger for the 2027 season. The logo will also feature prominently on the Williams team kit and Alex Albon and Carlos Sainz’ driver race suits.
The new agreement is another mark of Williams’ ongoing commercial momentum heading into its 50th anniversary year, as the team continues to build on its mission to get back to the front of the grid and win multiple World Championships. It continues Williams’ recent track record of introducing new partners to Formula 1, following Anthropic (Claude), Barclays, BNY, Wilkinson Sword, Nuveen, Estrella Galicia, New Era and Girard-Perregaux as the most recent additions to Atlassian Williams F1 Team’s partner stack.
Chano Fernandez, Co-CEO, Klaviyo:
“Just as Atlassian Williams F1 Team acts on every signal from the car, Klaviyo was built to act on every signal from customers and turn them into more valuable experiences. Williams has fans in every corner of the world, and a team that never stops looking for an edge. We are thrilled to help deliver the advantage of deeper relationships with their growing, global fanbase.”
James Vowles, Team Principal, Atlassian Williams F1 Team:
“Heading into our 50th anniversary year, we’re proud to share every moment with the fans who brought us here today. Klaviyo brings us closer, giving us the context we need to communicate every story in a personalised way, from the race day update to the new fan experiences we’re creating worldwide.”
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© 2026 The Williams Group, under licence to Williams IP Holdings LLC
Williams Grand Prix Engineering Services LLP, a limited liability partnership registered in England and Wales with company registration number OC456938 and whose registered address is at Station Road, Grove, Wantage, Oxfordshire, OX12 0DQ.
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