Klaviyo joins Atlassian Williams F1 Team as Official B2C CRM Partner

Starting from 2027, Atlassian Williams F1 Team will leverage Klaviyo’s B2C CRM platform to deliver deeper fan relationships across their growing global fanbase
Klaviyo branding will be featured on the nose box and steering wheel of the FW50, Williams’ challenger for the 2027 season

Klaviyo joins Atlassian Williams F1 Team as Official B2C CRM Partner for 2027 and beyond.

The multi-year partnership brings together a world-leading technology organization and a multiple World Championship-winning F1 team, as they join in a shared mission to build stronger, personalized relationships with fans and audiences worldwide.

Starting from 2027, Williams will leverage Klaviyo’s B2C CRM platform to deliver deeper fan relationships around the world, providing personalized experiences to each fan across multiple channels.

Williams joins more than 205,000 consumer brands who use Klaviyo to connect with fans and audiences across the globe. With Klaviyo’s AI agents and data platform on side, Williams will be able to reach fans in Melbourne, Monza or Miami on their preferred channels, at the moment it matters, from race weekend build-up and Fan Zone invitations to the latest kit on their wish list.

The partnership will extend beyond technology, with Klaviyo branding featured across the FW50, Williams’ challenger for the 2027 season. The logo will also feature prominently on the Williams team kit and Alex Albon and Carlos Sainz’ driver race suits.

The new agreement is another mark of Williams’ ongoing commercial momentum heading into its 50th anniversary year, as the team continues to build on its mission to get back to the front of the grid and win multiple World Championships. It continues Williams’ recent track record of introducing new partners to Formula 1, following Anthropic (Claude), Barclays, BNY, Wilkinson Sword, Nuveen, Estrella Galicia, New Era and Girard-Perregaux as the most recent additions to Atlassian Williams F1 Team’s partner stack.

“Just as Atlassian Williams F1 Team acts on every signal from the car, Klaviyo was built to act on every signal from customers and turn them into more valuable experiences,’ said Chano Fernandez, Co-CEO, Klaviyo. ‘Williams has fans in every corner of the world, and a team that never stops looking for an edge. We are thrilled to help deliver the advantage of deeper relationships with their growing, global fanbase.”

James Vowles, Team Principal, Atlassian Williams F1 Team said “Heading into our 50th anniversary year, we’re proud to share every moment with the fans who brought us here today. Klaviyo brings us closer, giving us the context we need to communicate every story in a personalized way, from the race day update to the new fan experiences we’re creating worldwide.”

About Klaviyo

Klaviyo (CLAY-vee-oh) is an autonomous B2C CRM that powers more valuable customer experiences. We unify a flexible, scalable data platform, intelligence that gets smarter with every interaction, and action across Marketing and Service to help businesses turn real-time customer data into personalization at scale. High-growth enterprises like Mattel, TaylorMade, Glossier, Liquid Death, Daily Harvest and more than 205,000 other paying customers leverage Klaviyo's actionable infrastructure and our more than 350 integrations to deliver measurable outcomes through faster, higher-quality experiences.

# Klaviyo joins Atlassian Williams F1 Team as Official Partner - Starting from 2027, Atlassian Williams F1 Team will leverage Klaviyo’s B2C CRM platform to deliver deeper fan relationships across their growing global fanbase - Klaviyo branding will be featured on the nose box and steering wheel of the FW50, Williams’ challenger for the 2027 season Klaviyo joins Atlassian Williams F1 Team as Official B2C CRM Partner for 2027 and beyond. The multi-year partnership brings together a world-leading technology organization and a multiple World Championship-winning F1 team, as they join in a shared mission to build stronger, personalized relationships with fans and audiences worldwide. Starting from 2027, Williams will leverage Klaviyo’s B2C CRM platform to deliver deeper fan relationships around the world, providing personalized experiences to each fan across multiple channels. Williams joins more than 205,000 consumer brands who use Klaviyo to connect with fans and audiences across the globe. With Klaviyo’s AI agents and data platform on side, Williams will be able to reach fans in Melbourne, Monza or Miami on their preferred channels, at the moment it matters, from race weekend build-up and Fan Zone invitations to the latest kit on their wish list. The partnership will extend beyond technology, with Klaviyo branding featured across the FW50, Williams’ challenger for the 2027 season. The logo will also feature prominently on the Williams team kit and Alex Albon and Carlos Sainz’ driver race suits. The new agreement is another mark of Williams’ ongoing commercial momentum heading into its 50th anniversary year, as the team continues to build on its mission to get back to the front of the grid and win multiple World Championships. It continues Williams’ recent track record of introducing new partners to Formula 1, following Anthropic (Claude), Barclays, BNY, Wilkinson Sword, Nuveen, Estrella Galicia, New Era and Girard-Perregaux as the most recent additions to Atlassian Williams F1 Team’s partner stack. “Just as Atlassian Williams F1 Team acts on every signal from the car, Klaviyo was built to act on every signal from customers and turn them into more valuable experiences,’ said Chano Fernandez, Co-CEO, Klaviyo. ‘Williams has fans in every corner of the world, and a team that never stops looking for an edge. We are thrilled to help deliver the advantage of deeper relationships with their growing, global fanbase.” James Vowles, Team Principal, Atlassian Williams F1 Team said “Heading into our 50th anniversary year, we’re proud to share every moment with the fans who brought us here today. Klaviyo brings us closer, giving us the context we need to communicate every story in a personalized way, from the race day update to the new fan experiences we’re creating worldwide.” **About Klaviyo** Klaviyo (CLAY-vee-oh) is an autonomous B2C CRM that powers more valuable customer experiences. We unify a flexible, scalable data platform, intelligence that gets smarter with every interaction, and action across Marketing and Service to help businesses turn real-time customer data into personalization at scale. High-growth enterprises like Mattel, TaylorMade, Glossier, Liquid Death, Daily Harvest and more than 205,000 other paying customers leverage Klaviyo's actionable infrastructure and our more than 350 integrations to deliver measurable outcomes through faster, higher-quality experiences.