Williams Unveils Fan-Inspired Gulf Livery for Sao Paulo Grand Prix

Williams Racing will debut a unique fan-inspired Gulf livery, dubbed "Driven by Words," at the Sao Paulo Grand Prix. This striking light blue and orange design features 493 individual words submitted by fans worldwide, embodying their connection to Williams and Gulf.

Why it matters:

Williams' continued fan engagement through initiatives like this livery campaign highlights a strategic effort to strengthen its connection with a global fanbase. This approach, alongside a subtle rebrand for 2026, aims to revitalize the team's image and harness supporter passion as it strives to consolidate its strongest championship position since 2016.

The details:

• The "Driven by Words" livery showcases 493 unique words submitted by fans, such as "Legacy," "Passion," and "Teamwork," which were selected through a voting process involving over 140,000 participants.
• This initiative extends Williams and Gulf's partnership, following the 2023 "Bolder than Bold" fan-voted design, further integrating fan involvement into the team's identity.
• Alex Albon and Carlos Sainz will race with this livery at Interlagos as Williams aims to secure fifth place in the constructors' championship.
• Team Principal James Vowles emphasized that the livery brings to life the passion and emotion of their fans, reflecting Williams' championship-winning legacy and future ambitions.
• Gulf Oil International CEO Mike Jones highlighted that the design captures the essence of the partnership by celebrating the fans who make racing matter.

The big picture:

This livery reveal comes concurrently with Williams confirming a subtle rebrand for the 2026 season. The team will adopt a new name, Atlassian Williams F1 Team, and a modernized "Forward W" logo, paying homage to its founder, Frank Williams. This strategic refresh, inspired by its storied past, aims to project a future-focused image while honoring its deep heritage.

What's next:

The "Driven by Words" livery will be a focal point on track this weekend in Brazil, visually representing the deep connection between the team, Gulf, and their supporters. Looking further ahead, the 2026 rebrand is expected to solidify Williams' updated identity as it continues its journey back to consistent competitiveness in Formula 1.