You got a fast car and I want a Jira ticket to the F1: Atlassian becomes Williams Racing name sponsor

Atlassian will join the likes of Red Bull and biotech company BWT as team sponsor in Formula 1 in a long-term deal with British team Williams Racing.

Atlassian Williams Racing will debut in Australia in mid-March with the first race of the 24 round 2025 season.

Under the partnership, Atlassian is title partner, technology partner and collaboration software partner in the biggest partnership deal in the 48-year history of Williams.

Atlassian’s branding will feature prominently on the FW47 race cars driven by Alex Albon and Carlos Sainz, unveiled at Silverstone on Friday with special one-off livery before the official 2025 race livery is revealed on February 18 at the F1 season launch at London’s The O2.

The Australian software platform’s branding will also feature across the team environment both trackside and at the Williams HQ.

Atlassian’s Nasdaq ticker it TEAM and CEO Mike Cannon-Brookes 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,” he said.

“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.”

Williams entered F1 in earnest in 1978 with the FW06 and legendary Australian driver Alan Jones behind the wheel, giving them their first podium finish at the US Grand Prix.

In August 2020, the struggling race team was acquired by US investment group Dorilton Capital for more than A$250 million and team principal Claire Williams departed soon after, ending the family’s leadership. The pandemic-interrupted 2020 season was also the first time Williams failed to score any championship points.

Last year Williams finished 9th out of 10 on the World Constructors’ Championship.

Atlassian Williams Racing team principal James Vowles said the deal with the software company is a major milestone in the team’s 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,” he said

“Our values and ambition align perfectly, and I’m excited about what we can achieve together.”

The Williams deal adds another sport to the Cannon-Brookes pool room, alongside a 25% stake in NRL team the South Sydney Rabbitohs with James Packer and Russell Crowe, as well as US NBA franchise Utah Jazz.