Barclays has introduced a multi-year sponsorship settlement with the Atlassian Williams Components 1 Crew, marking a major new partnership between one in every of world finance’s most recognisable manufacturers and one in every of Components 1’s most historic groups.
Williams stands among the many sport’s elite, rating as one of many three most profitable Components 1 groups of all time, with 114 Grand Prix victories, 9 Constructors’ World Championships and 7 Drivers’ World Championships throughout a 48-year racing legacy.
Underneath the settlement, Barclays branding will function prominently on the group’s 2026 FW48 automobile, together with the rear wing, sidepods, chassis prime, cockpit encompass and entrance mirrors. The Barclays emblem can even seem on the race overalls, helmets, gloves and cooling vests of drivers Carlos Sainz and Alex Albon, in addition to on mechanics’ overalls and official group attire.
As a part of the multi-year sponsorship, Barclays turns into the Official Banking Associate of the Atlassian Williams F1 Crew and can function the group’s major company financial institution.
The partnership might be activated via tailor-made consumer engagement programmes for Barclays’ company and institutional purchasers, personal banking purchasers and company card companions via 2026. Activation will give attention to Grands Prix in key progress markets throughout Asia and the Center East, alongside established races within the US, UK and Europe.
The alliance additionally strengthens Barclays’ world model presence inside Components 1, a sport that reached a worldwide viewers of 827 million folks in 2024, with 6.7 million followers attending races throughout the 2025 season. Components 1 continues to draw a youthful and extra various fan base, with 43% of followers underneath 35 and 42% feminine. Latest fan analysis reveals that 39% of Gen Z followers and 41% of girls usually tend to buy merchandise from Components 1 sponsors — reinforcing the championship’s rising business attraction. Components 1’s rising recognition amongst girls additionally aligns with Barclays’ long-term dedication to supporting girls’s sport.
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The deal represents a renewed relationship between Barclays and Williams. The group’s legendary founder, Sir Frank Williams, was a long-standing Barclays buyer, and the financial institution beforehand supplied banking providers to the group.
Stephen Dainton, President of BBPLC and Head of Funding Financial institution Administration, stated:
“Our partnership with Atlassian Williams F1 Crew will deepen our consumer engagement and elevate our model throughout our key markets as we develop our funding banking and personal banking and wealth administration relationships. Working with probably the most storied groups in Components 1 brings unparalleled world visibility.
“Barclays has lengthy been one in every of sport’s most dedicated company companions — from the Premier League and the Girls’s Tremendous League to Lord’s, Wimbledon and the Barclays Heart, dwelling of the NBA’s Brooklyn Nets and the WNBA’s New York Liberty. We pair world-stage platforms with main funding in group and grassroots sport. It’s this mixture of elite efficiency and native impression that defines our method.”
James Vowles, Crew Principal of Atlassian Williams F1 Crew, added:
“We’re delighted to welcome Barclays into the game because the Official Banking Associate to the Atlassian Williams F1 Crew. As we put together for probably the most vital regulatory adjustments in Components 1 historical past, we’re positioning ourselves to grab the alternatives of the brand new period along with Barclays as we proceed investing for long-term success.”
Barclays is among the many world’s largest company backers of worldwide sport, with long-standing partnerships throughout soccer, tennis, cricket and basketball — and now Components 1 — reinforcing its dedication to elite efficiency, innovation and world engagement.
