TAG Heuer Becomes The Main And First Sponsor Of The Monaco GP

JAKARTA - Formula 1 is entering a new era with the presence of major sponsors in two historic events. TAG Heuer officially became the first major sponsor in the history of the Monaco Grand Prix, while Williams' team received great support from Australian technology company Atlassian.

The iconic race of the Monaco Grand Prix, which since the beginning of the F1 world championship in 1950 has never had a major sponsor, will now officially be called Formula One TAG Heuer Grand Prix de Monaco. This decision is part of a new partnership between Formula 1 and French luxury goods giant LVMH.

TAG Heuer, who has previously been a partner of the Automobile Club de Monaco since 2011, has now replaced Rolex as the official Formula 1 time recorder. With this new contract, LVMH will cooperate with Formula 1 for 10 years, while the Monaco Grand Prix itself has secured contracts until 2031.

The first race on the Monaco highway circuit was held in 1929, long before the era of major sponsors in the racing world. The presence of TAG Heuer as the main sponsor marked a significant change in the long history of this prestigious racing event.

Atlassian Supports Williams

Meanwhile, the Williams F1 team also got a big boost by joining Atlassian as the main sponsor. Starting the 2025 season, the team will be known as Atlassian Williams Racing, marking a big step in their efforts to return to the top after finishing ninth out of 10 teams last season.

Williams mengungkapkan bahwa kesepakatan dengan Atlassian adalah yang terbesar dalam sejarah tim yang telah berdiri selama 48 tahun. Meski tidak mengungkapkan nilai kontrak, tim ini memastikan bahwa kemitraan ini akan memberikan dukungan besar bagi transformasi mereka.

As part of this deal, Atlassian branding will stand out at the special livery to be introduced at Silverstone on Friday, February 14, before the official launch event with 10 other F1 teams in London on Tuesday 18 February.

Williams will also feature with a new lineup of riders this season, with Carlos Sainz joining from Ferrari for a duet with Alex Albon.

"Interesting in a partnership of this size is a historic day for our team and an important milestone in our transformation to return to the top," said Williams team boss James Vowles. "We have prepared all the right elements to return this team to the front row, and with Atlassian as partners, their technology and tools will help us achieve our full potential."

The presence of TAG Heuer at Monaco GP and Atlassian at Williams Racing emphasized the stronger attraction of Formula 1 for major sponsors. With this investment, both racing events and teams will be more competitive in facing the 2025 season.