Gulf x Williams Partnership
Gulf x Williams Partnership
Gulf is proud to continue its partnership with Atlassian Williams F1 Team for 2026. Since the inception of the partnership in 2023, we have shared a combined vision to bring fans closer to the sport they love, and we’re excited to build on this momentum as we head into 2026 season and beyond.
A Bright Future
Gulf has a rich and enduring legacy in motorsport. Over the past four decades, the brand has supported teams at the very highest level of competition, cementing its place as one of the most recognisable and respected partners in the sport. Building on this heritage, Gulf is proud to continue shaping the future of motorsport through its partnership with the Atlassian Williams F1 Team.
Together, Gulf and Williams share a long-term vision for success. Now entering the third year under Team Principal James Vowles, Williams remain committed to its long-term development plan as the team continues its upward trajectory on the Formula 1 grid.
2025 was an extremely exciting season for the team, marking a significant step forward, scoring a total of 137 points, the highest since 2016. Last season, Williams welcomed Grand Prix-winning driver, Carlos Sainz, to join Alex Albon to form a highly competitive driver line-up. Sainz achieved two podium finishes during the season, helping Williams achieve fifth in the Constructors’ Championship.
These results underline the team’s momentum. 2025 was a bright season, with the future looking even brighter.
Driven by Words
In 2025, Gulf invited fans to leave their mark on motorsport history through Driven by Words, a livery campaign that put fan passion at the heart of design. Supporters from around the world helped shape a limited-edition Gulf x Williams livery by submitting words that captured the emotion, energy, and spirit of racing.
The response was extraordinary. More than 140,000 words were submitted globally, with 493 words in 12 different languages ultimately featured on the special heritage-inspired livery. Adorning Gulf’s iconic colours, the one-of-a-kind livery, took to the track at the Brazilian Grand Prix in São Paulo, raced by Williams drivers Carlos Sainz and Alex Albon.
Driver Academy
As part of the wider partnership, Gulf also supports the Williams F1 Team Driver Academy, helping to nurture the next generation of motorsport talent. Through this collaboration, Gulf plays an authentic role in supporting young drivers as they take their first steps toward a professional career in motorsport.
Gulf supports their journey through ‘Team Elevate’, a programme crafted to help prepare the drivers off-track to support their success on-track. Team Elevate equips drivers with the skills, resilience, and mindset needed to perform at the highest level, through tailored challenges and team-bonding workshops. The programme is led by 1996 Formula 1 World Drivers’ Champion, Damon Hill, whose experience and insight provide invaluable guidance throughout.
During the 2025 season, fans were brought closer to the Academy than ever before through exclusive content and behind-the-scenes access. Looking ahead to 2026, Gulf aims to deepen this connection – capturing more training moments and unique experiences so fans can follow the Academy’s progress and see emerging talent refine their skills. Keep your eyes peeled for what’s to come!
The Start of a Legacy
In line with our dedication to building a one-of-a-kind partnership, we stepped into the esports realm through our collaboration with Willams Esports and their racing team.
In 2023, we made a bold impact with our multi award-winning campaign, Gulf x Williams Fan Livery Vote, which resulted in the limited-edition livery, Bolder Than Bold.
