At the 2025 European Sponsorship Awards, the Creating value together campaign, a testament to the shared values of Komatsu and Atlassian Williams Racing, clinched the Sports Sponsorship award. This award celebrates the successful activation of the strategic partnership including its effectiveness in promoting STEM careers and nurturing early career talent, particularly within underrepresented communities.
The awards ceremony in London, UK.
The partnership’s multifaceted approach has resonated with both internal and external audiences. Internally, initiatives like the “Day in the Life” program, where Komatsu technicians joined the Williams pit crew, and driver visits to Komatsu facilities, fostered deeper understanding and engagement. The Komatsu F1 Fantasy League also boosted employee enthusiasm and provided a fun, interactive platform for employees and distributors. The transformation of six Komatsu machines with the Williams colours served as a powerful symbol of this unified collaboration in all corners of the globe.
Externally, joint STEM education and recruitment events have amplified brand visibility and showcased the partnership’s commitment to social value. This focus on driving social change, promoting diversity, and inspiring future engineers aligns with the core values of both organizations. Further demonstrating this commitment, we hosted impactful women in leadership panels, featuring Atlassian Williams Racing Ambassador Jamie Chadwick, at our global mining headquarters in Milwaukee, Wisconsin, U.S., and our customer fulfillment center in Melbourne, Australia. These panels highlighted the importance of diversity and inclusion within our organizations and the broader industry, fostering critical conversations and inspiring the next generation of female leaders in STEM fields.
As principal partner, Komatsu has leveraged the global reach of Formula 1, with its massive 1.54 billion annual TV audience and 146 million streaming viewers, to elevate brand awareness and engage key stakeholders. This strategic alignment with a globally recognized sport not only expands our reach but also reinforces our commitment to innovation and sustainability.
The European Sponsorship Awards, organized by the European Sponsorship Association, recognize the creativity, effectiveness and strategic thinking behind successful campaigns. Winning against formidable competitors like Peroni’s partnership with Ferrari F1, Barclays Bank partnership with Women’s Super League , Louis Vuitton’s partnership with the Paris Olympics and Unilever’s partnership with UEFA EURO 2024 underscores the impact of the Komatsu-Atlassian Williams Racing partnership.
With the Formula 1 season in full swing, Komatsu remains dedicated to cultivating the next generation of talent and promoting brand awareness through this dynamic partnership. By championing innovation and fostering collaboration, we are building a sustainable future and delivering value to our stakeholders worldwide.
