Klaviyo Is Atlassian Williams F1 Team’s Official B2C CRM Partner

There's something extraordinary about Formula 1. The speed. The precision. The energy of race weekend. The thousands of decisions that happen in the space of a few seconds. And, of course, the millions of fans around the world who live for every moment of it.

Today, I'm thrilled to announce that Klaviyo is partnering with Atlassian Williams F1 Team as its Official B2C CRM Partner starting from2027.

Starting in 2027, you'll see Klaviyo on the Williams cars, steering wheels, driver race suits, and team kit. But what excites me most about this partnership goes far beyond seeing our name on a Formula 1 car.

Together, we're bringing Williams' commitment to performance and innovation to the fan experience. As part of our multi-year partnership, Williams will use Klaviyo's B2C CRM to build deeper relationships with its growing global fanbase, bringing fans closer to the team through more relevant, personal experiences across channels and continents.

Once we got underway, our teams quickly realized how much we have in common. We're both built to win, constantly looking for an edge, and driven by a belief that every signal is an opportunity to get better.

A shared obsession with better

In Formula 1, the difference between winning and losing can come down to a fraction of a second.

Teams spend years developing their cars, studying performance data, and looking for an edge. On race day, they have to make decisions in real time, often with very little room for error.

Williams knows what that takes. With nine Constructors' Championships, seven Drivers' Championships, and nearly 50 years of racing history, the team has an extraordinary legacy of innovation and achievement. That winning mentality continues to shape the team's ambitions for the future.

At Klaviyo, we're driven by a similar obsession with continuous improvement. Every interaction between a business and its customers creates an opportunity to learn something. What someone is interested in. What they might need next. How their preferences are changing.

The challenge has always been putting that understanding to work.

For years, businesses have collected enormous amounts of customer information, but translating it into relevant, individual experiences has been difficult. Even when they knew what a customer wanted, responding at the right moment wasn't always possible.

AI is changing that. We're entering a new era where businesses can understand millions of people as individuals and use that understanding to create experiences that improve with every interaction.

I believe the businesses that get this right will have an enormous advantage. They'll build stronger relationships because they're listening, learning, and responding to what matters to their customers.

It's something Williams understands instinctively. The team never stops looking for ways to improve, and we're excited to bring that same ambition to the relationships it builds with fans.

Bringing every fan closer to the action

One of my favorite things about Formula 1 is how global and personal it feels at the same time.

You can have fans watching the same race from Melbourne, Miami, and Monza, each with their own traditions, favorite drivers, and reasons for loving the sport.

Some have followed Williams for decades. Others are discovering the team for the first time. Some never miss a race, while others are counting down the days until they can attend their first Grand Prix.

Every one of those fans has a different relationship with the team. And as Formula 1 continues to grow around the world, there's an enormous opportunity to make those relationships even stronger.

That's what Williams wants to do with Klaviyo. By bringing fan insights together and using AI to better understand individual interests and preferences, Williams will be able to create more relevant experiences across the fan journey.

Imagine the excitement building ahead of a race weekend. An invitation to a Fan Zone event in your city. Behind-the-scenes content that brings you closer to the team. Or discovering the latest Williams kit at just the right moment.

These experiences may seem small on their own, but over time, they're what turn a shared passion into a lasting relationship. Because a fan's relationship with a team doesn't begin when the lights go out, and it doesn't end at the checkered flag. It's built through every moment in between.

Williams has fans in every corner of the world, and is a team that never stops looking for an edge. We're thrilled to help deliver the advantage of deeper relationships with its growing global fanbase.

Building what's next, together

There's another reason this partnership feels particularly meaningful.

Williams is approaching its 50th anniversary season. It's an incredible milestone for one of the most successful teams in Formula 1 history, and an exciting moment to think about what the next era of the sport will look like.

We're at a similarly exciting inflection point in technology. AI is changing how businesses operate and how people interact with the brands they love. It's giving teams new ways to work, freeing people to spend more time on creative and strategic decisions, and making it possible to deliver experiences that continuously improve.

I see a real parallel to Formula 1. Technology has always played a critical role in the sport, but the people behind the team are what make the difference. Engineers, strategists, and drivers work together to interpret information, make decisions, and translate innovation into performance.

The same is true for AI and the future of customer relationships. As AI takes on more of the work involved in understanding customers and responding to their needs, businesses have an opportunity to focus more of their energy on creativity, innovation, and building experiences people genuinely value.

And for Williams, that means finding new ways to bring millions of fans around the world into the experience, with greater relevance and attention to what makes each of them unique.

What excites me is how much opportunity lies ahead. Williams brings an extraordinary understanding of its sport, its history, and its fans. Klaviyo brings a deep understanding of how technology can help organizations build meaningful relationships with people at scale. I'm looking forward to seeing what our teams can accomplish together.

Here's to the next lap

I've always believed that the best partnerships start with a shared ambition.

For Williams, that's continuing its journey toward the front of the grid while bringing fans closer to the team they love. For Klaviyo, it's helping businesses create more meaningful relationships with every individual they serve.

Together, we have an incredible opportunity to show what happens when a team that lives for performance puts that same focus on its fans. And when two teams built to win come together, there's an exciting opportunity to push each other further.

I can't wait to see Klaviyo on the grid in 2027, cheer on the Williams drivers, and work alongside the team to create something special for its global fan community.

Here's to every fan, every signal, and every opportunity for better.