‘Driven by Words’: Gulf and Atlassian Williams Racing unveil new livery inspired by fans

Atlassian Williams Racing and Gulf have unveiled their special edition livery, ‘Driven by Words’, a tribute to the heartbeat of racing – the fans.

A unique design celebrating the passion and emotion that personifies racing at the pinnacle of motorsport, the one-of-a-kind livery features 493 words that fans from around the world associate with Williams and Gulf.

Fans were invited to submit their words in July. Since that time, fans have voted over 140,000 times, with the most popular choices including ‘Legacy’ (with more than 7,700 votes), ‘Passion’ (with more than 5,800 votes) and ‘Teamwork’ (with more than 4,100 votes). These words have now been incorporated into an iconic Gulf livery design featuring the brand’s trademark racing light blue and orange.

Alex Albon and Carlos Sainz will bring the ‘Driven by Words’ livery to the track at this weekend’s Formula 1 São Paulo Grand Prix. The 21st race of the season represents another chance for the team to consolidate fifth place in the Constructors’ Championship, in Williams’ most successful year since 2016.

‘Driven by Words’ is the latest fan-first initiative from Williams and Gulf. Together, the two brands have brought fans closer to the sport they love – whether that’s through the ‘Bolder than Bold’ livery chosen in a worldwide fan vote in 2023, behind-the-scenes social media content, or the Formula 1 demonstration run with Alex Albon at the Anhembi Sambadrome in São Paulo in 2024.

James Vowles, Team Principal of Atlassian Williams Racing: “As an iconic Formula 1 team with a Championship-winning legacy and a plan to win again, we know Atlassian Williams Racing means so much to our millions of fans around the world. This incredible livery campaign with Gulf has really brought that to life, and it will be a privilege to race every lap in Brazil with the passion and emotion of our fans woven into this beautiful design on the car.”

Mike Jones, CEO, Gulf Oil International: “Through our partnership with Williams, we continue to celebrate those who truly make racing matter – the fans. This livery is created by them and their passion for the Gulf brand. ‘Driven by Words’ marks another moment in Gulf’s exceptional racing history, and we are thrilled to see this unique livery come to life on-track in Brazil.”