What happened: The Atlassian Williams F1 Team announced a collaboration with the anime property DAN DA DAN that will debut at Anime Expo 2026. The team framed the launch as the first chapter of a larger crossover, with access tied to its membership program.

Why it matters: Off-track brand collaborations have become a core part of how Formula 1 teams grow beyond the paddock, courting entertainment and pop-culture audiences that do not typically follow racing. Anchoring the reveal to a membership program signals Williams is using the tie-up to deepen its direct fan relationships rather than run a one-off promotion.

What to watch: Watch for the follow-up chapters Williams hinted at and for how the collaboration is presented on the ground at Anime Expo 2026.