Keeper & Williams F1 launch identity-first security push

Keeper Security has launched a global marketing campaign promoting an identity-first approach to cybersecurity as it begins a third season as the official cybersecurity partner of the Atlassian Williams F1 Team.

The campaign features driver Alex Albon and includes three television commercials, plus social media content. The material was filmed during pre-season testing in Bahrain and will run globally through the 2026 Formula 1 season.

The launch comes as many security teams report that identity has become a major exposure point for organisations. Phishing and social engineering remain common routes into corporate systems, with attackers often seeking credentials and privileged access rather than exploiting software vulnerabilities.

Formula 1 teams operate across factories, trackside locations and global travel schedules, using a mix of devices and networks. Access controls and credential management must be balanced with the need to keep systems available during race weekends.

Atlassian Williams uses Keeper's KeeperPAM platform at trackside and at its headquarters in Grove, UK. The deployment covers passwords, passkeys, infrastructure secrets and privileged accounts.

"Cybercriminals don't just break in; they log in," said Darren Guccione, CEO and Co-founder of Keeper Security. "High-performance environments like Formula 1 rely on distributed systems, cloud infrastructure and privileged users operating in real time. Securing identities and eliminating standing privileges are critical. Our partnership with the Atlassian Williams F1 Team demonstrates how a zero-trust architecture enables teams to operate at speed without increasing risk."

Trackside controls

Race operations depend on real-time telemetry, engineering workflows and communications between staff on the pit wall, in the garage and back at base. That data flow increases the need for clearly defined user permissions and raises the operational impact of any account compromise.

Ahead of the Australian Grand Prix in Melbourne, Keeper hosted a session with Australian business and technology media featuring driver Carlos Sainz and Trackside Technology Principal James Kent.

Kent said Williams is tightening its approach to least-privilege access.

"From a cybersecurity standpoint, we are in a phase at Williams where we are tightening down on a profile of least-privilege access," he said. "This includes creating accounts that ensure the model we use at track is symbiotic with the one we operate more broadly."

Product scope

Keeper positions KeeperPAM as a combined platform for privileged access management and identity security. It says the product covers password management, secrets management, connection management, zero-trust network access and endpoint privilege management.

The platform automates credential rotation and provides session visibility. Such measures are commonly used in privileged access management programmes, which aim to reduce persistent administrative access and create a clearer audit trail for high-risk actions.

Keeper framed the partnership as a way to show how identity controls can work in distributed environments. In F1, staff and suppliers must access systems quickly across locations and time zones, and controls that interrupt routine workflows can create operational risk as well as frustration.

According to the company, Williams has strengthened defences against unauthorised access and reduced friction for engineers and support staff by using the platform. It also cited changes to credential workflows and greater confidence in protecting sensitive information.

Campaign focus

The campaign draws a link between precision in motorsport and precision in cybersecurity. Keeper said it will use the partnership for digital content and executive engagement through the season, alongside industry discussions.

Brand marketing has become more visible in the cybersecurity market as vendors compete for mindshare in identity, access and cloud security. At the same time, many organisations are reassessing how they manage credentials and privileged access as they adopt more cloud services and support more remote work.

Keeper will continue to activate the Williams partnership across global channels through the 2026 season.