Williams Racing announce Title Partnership with Atlassian

Williams Racing have signed a long-term partnership with Atlassian, a provider of team collaboration and productivity software.

The partnership will see Atlassian become the team’s Official Title Partner, Official Technology Partner, and Official Collaboration Software partner. The deal is regarded as the British Formula One outfit’s “biggest partnership deal” in their 48-year history and officially renames the team to “Atlassian Williams Racing” going forward. 

Additionally, Atlassian branding will feature on the Williams race car, the FW47, as well as on various other team assets—both trackside and at their base in Grove, Oxfordshire.

James Vowles, Team Principal, Williams Racing, said:

“I am delighted to welcome Atlassian into Formula 1 and our evolution into Atlassian Williams Racing. Attracting a title partnership of this size and significance is a momentous day in our team’s illustrious history and a major milestone in our comeback transformation. We are putting in place all the right ingredients to get this team back to the front of the grid, and in Atlassian we have a partner that through its technology and tools will help unleash our full potential by improving teamwork and collaboration right across the organisation. Our values and ambition align perfectly, and I’m excited about what we can achieve together.“

Mike Cannon-Brookes, CEO, Atlassian, said:

“Formula 1 is the ultimate team sport. It’s where engineers, developers, commercial teams, pit crews and countless others work together in real-time at incredible speeds to race for a podium finish. Atlassian shares Williams’ deep belief in the power of teamwork. We know that when great teams have the right tools and practices, they can achieve things that would be impossible alone. As one of the first global technology companies out of Australia, we understand what it’s like to have passion, drive and the belief that you’re building something great. This team has been through a remarkable transformation, and I believe Atlassian Williams Racing has all the foundations for a renewed era of greatness.“

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