SPORTS AI RADARWilliams F1 signs Klaviyo to personalise fan contact with AI agents from 2027
From 2027, Atlassian Williams F1 Team will use Klaviyo's B2C CRM platform as Official B2C CRM Partner. Klaviyo's AI agents and data platform will let the team reach fans on their preferred channels with personalised messages, from race-weekend build-up and Fan Zone invitations to merchandise.
In depth · Summary of the source
Klaviyo becomes the Atlassian Williams F1 Team's Official B2C CRM Partner in a multi-year deal starting in 2027.
Key facts
- Parties: Atlassian Williams F1 Team and CRM company Klaviyo
- Start: 2027 season, multi-year deal
- Klaviyo branding on the FW50 car, team kit and Albon's and Sainz's race suits
- The value of the deal has not been disclosed
What was done
Williams will use Klaviyo's B2C CRM platform, AI agents and data platform to send personalised messages to fans on their preferred channels, from race-weekend build-up and Fan Zone invitations to merchandise.
Results
No results reported yet; the platform goes into use from 2027.
Why it matters
It shows F1 teams treating fan data and AI-driven personalisation as a core commercial asset, and AI companies continuing to join Williams' partner list after Anthropic.
Source: Williams F1, 19 October 2026 (English) · Read the original
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Case facts
- Organisation
- Atlassian Williams F1 Team
- Organisation type
- Club
- Sport
- Motorsport
- AI type
- AI agents & assistants
- Use area
- Fan engagement
- Region
- Europe
- Source date
- 19 October 2026
- Source
- williamsf1.com
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