Atlassian Williams Racing’s activations celebrated for impactful and creative brand partnerships

Atlassian Williams Racing has been recognised in Impact X — a new project from Sports Pro and SportQuake — spotlighting the most impactful, creative and effective sports marketing partnerships within the industry.

Our Fan Zones and the Lap of Legends documentary, in collaboration with Michelob ULTRA, were both recognised for their innovation and impact in sport, helping to shape the future and redefine the meaning of innovation in a world where creativity is no longer optional, but essential.

This is not the first time these activations have been recognised for their impact, with both taking the titles of Best Live Experience and Creative Content of the Year at The Race Media Awards.

This duo of awards and recognition in Impact X highlights Williams’ dedication to creating new ways of interacting with its growing global fanbase.

The innovative Williams Racing Fan Zones, presented by Kraken, provide free and unrivalled opportunities for fans to connect with the team and sport, welcoming almost 200,000 visitors in 2024.

These vibrant hubs, located in key cities across the F1 calendar, offer memorable experiences for fans away from the track — including simulator racing and Q&A sessions with drivers, Team Principal James Vowles, and Williams Racing ambassadors.

The Lap of Legends hour-long television special showcased the first ever real-versus-virtual F1 race, seeing Logan Sargeant face off against six legendary Williams drivers.

Using artificial intelligence and augmented reality to bring the showdown to life, this project broke new ground in fan engagement within the sport.

In addition to The Race Award, It has already scooped two Golds and two Silvers at the Cannes Lions International Festival of Creativity, 11 London International Awards, 17 Clio Sports awards and the Content in Sport award from The Drum.