Mike Cannon-Brookes’ Atlassian in pole position as | Australian Markets

Mike Cannon-Brookes’ software program giant Atlassian is taking pole place with a new deal to grow to be the title sponsor for Components 1 workforce Williams.

The pair stated the “long-term” tie-up would “usher in a new era for the iconic Formula 1 team as Atlassian Williams Racing”.

The sponsorship deal will put Atlassian’s branding in entrance of hundreds of thousands of viewers during the racing season, notably within the US the place F1 is hoping to make additional inroads and grow its fan base.

It’s going to even be built-in into all features of the workforce setting, each trackside and at Williams’ Grove headquarters, south of Oxford within the UK.

Williams is the joint-second most profitable workforce in F1 historical past with 114 wins, 9 constructors’ championships and 7 drivers’ championships. It described this season’s workforce line-up of Alex Albon and Carlos Sainz as “one of the most formidable” on the grid.

“This partnership unites two organisations driven by teamwork,” a assertion asserting the deal in a single day Tuesday stated.

“Atlassian’s AI-powered collaboration software empowers teams of 10 to 10,000+ people so they can plan and track work, align on goals and unleash knowledge seamlessly.

“For almost 50 years Williams has been competing in F1 which is the ultimate test of teamwork across a range of disciplines in pursuit of sporting success.”

Alongside the deal as official title companion, Atlassian additionally turns into official technology companion and official collaboration software program companion — making it the most important partnership deal in Williams’ 48-year historical past and an integral half of the workforce’s “comeback plan”. for the 2025 season.

Mr Cannon-Brookes, who’s a co-founder of Atlassian and its chief govt, described F1 as the last word workforce 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,” he stated.

“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.”

Williams workforce principal James Vowles stated attracting a title partnership of such measurement marked a main milestone in its 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,” Mr Vowles stated.

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

Williams will launch this season’s car on Friday, with a particular one-off livery to have a good time the new partnership. The official 2025 race livery will probably be revealed on February 18 on the F1 season launch in London.

Mr Cannon-Brooks is just not the primary Aussie tech titan to affix the race to sponsor F1 groups. Fintech Airwallex final week joined forces with McLaren to help its financial operations whereas cryptocurrency and playing platform Stake has naming rights for Sauber.

In 2023, WA social gaming billionaire Laurence Escalante’s Virtual Gaming Worlds signed up to Ferrari as a main companion of its Components 1 workforce.