AI companies also see value in sports partnerships.
Anthropic, the company behind the AI interface known as Claude, has signed a multi-year partnership with the Atlassian Williams F1 Team, marking one of the first major collaborations between the growing field of artificial intelligence and a sports team. Claude became known as Williams’ “official thinking partner.”
Financial terms were not disclosed.
Under the agreement, Claude will be integrated across the Williams organization, supporting how the team plans and considers race strategy, vehicle development and other operations. Teams can use Claude to analyze research and potentially build new products. Claude branding will appear on Williams cars, drivers and team kits from the unveiling of the 2026 car on February 3, ahead of the season opener in Melbourne.
The deal was announced just as F1 changed its rules to allow the production of lighter, smaller and narrower cars.
“Formula 1 is ultimately based on a combination of human effort and technological excellence,” Anthropic Labs co-leader Mike Krieger said in a statement. “I’ve spent years watching the Atlassian Williams F1 team figure out how to punch above their weight, and Claude is built for just that kind of team.”
Williams finished fifth last season. This partnership will bring new attention to the team, and fans and management will be scrutinizing whether Claude can help improve performance and results.
“As our team continues its journey to the forefront, this partnership is an opportunity to demonstrate what is possible when you combine elite talent with the right frontier model,” Atlassian Williams F1 Team principal James Vowles said in a statement. “We know there are no shortcuts to success, and we look forward to working with Anthropic to continue building long-term performance.”
Andrew Stark, Anthropic’s head of brand marketing, said Anthropic was encouraged by the fact that Williams was not backed by a car company. “They are world-class problem solvers and are detail-focused. That’s the same driving force that animates Anthropic. That’s why this partnership felt right from the first conversation,” he said.
Founded in 1977 by Sir Frank Williams and Sir Patrick Head, the team won nine Constructors’ World Championships, seven Drivers’ World Championships and 114 Grand Prix races.
