EXCLUSIVE: Atlassian CMO Zeynep Ozdemir on securing Williams F1 sponsorship in record time

In the world of Formula 1, speed and precision is everything. Those principles also applied to the way Atlassian secured its new title partnership with Williams Racing—one of the most significant sponsorship deals in the team’s history. The agreement came together in less than three months, a remarkably short timeframe for a deal of this magnitude. Yet, despite the rapid turnaround, Atlassian approached the partnership with the same rigour and precision that it brings to its teamworking software solutions.

"It was an extremely quick turnaround. The Williams opportunity came about in less than three months, but when you look at how much has already been deployed and implemented, it shows that we have already passed the test on teamwork between Williams and Atlassian," said Zeynep Ozdemir, Atlassian’s Chief Marketing Officer. "The partnership came about organically. We attended an experience with Williams, got a sense of where they are as a team and understood their transformation story. We saw an opportunity to help them on their journey, and that is what made the partnership exciting for us—working with a team that is eager to change and transform."

Rigorous modelling underpins rapid execution

While the speed of the deal was impressive, it was Atlassian’s data-driven approach that ensured confidence in the decision. "We went through a lot of rigorous modelling, even though it was a quick turnaround. Our team analysed the brand impact, the media exposure and the expected lift in brand perception. We also evaluated how this partnership would influence our own customers and partners and their eagerness to work with Atlassian," Ozdemir explained.

This meticulous scenario modelling allowed Atlassian to establish a clear measurement framework for tracking the partnership’s success. "Partnerships of this size are not things you want to go into without strong measurements and projections. In the case of Williams, we did that very fast but very effectively, so we have a clear understanding of where we want this to land in terms of metrics in one, two, and three years. We will use these measures to track brand uplift, impressions, and our sales pipeline—all of which we modelled."

Aiming to elevate the Atlassian brand

Atlassian’s decision to partner with Williams F1 was driven by more than just exposure—it was about repositioning and expanding brand perception. "We have a brand objective to elevate the Atlassian brand, making it much more visible and creating more awareness around it. We want to attract a broader base of everyday customers and introduce them to our unique approach, which we call the 'System of Work.' We have a very specific philosophy on how teams should collaborate, and we provide the technology to support that philosophy. The Formula 1 platform helps us achieve that brand objective."

Collaboration and teamwork at the core

One of the most compelling elements of the partnership is how it ties directly to Atlassian’s expertise in collaboration and teamwork. "The partnership gives us a great opportunity to spend time with our enterprise customers and, through Formula 1, show them how our portfolio of services can help a team like Williams. We want them to be inspired and excited about the new AI age of teamwork."

Bringing fans behind the scenes

Beyond brand visibility and enterprise engagement, Atlassian also plans to bring fans closer to the inner workings of an F1 team. "We will be generating a lot of behind-the-scenes teamwork content with the Williams team. We want to lift the curtain on what goes on in an F1 team and how it all works together—how the team communicates between the car, the pit, the factory, and the offices, and everything that happens in the background. This is where Atlassian is a domain expert, and this is where we can add the most value."

With a data-driven approach, a strategic vision for brand elevation, and a commitment to showcasing the power of collaboration, Atlassian’s rapid-fire deal with Williams Racing is more than just a title sponsorship—it’s a blueprint for how modern sponsorships can be executed with both speed and precision. As the partnership unfolds, it will serve as a fascinating case study in how brands can measure and maximize sponsorship impact in real time.

Read more from The Sponsor on how brands such as Louis Vuitton, KitKat, Qatar Airways, Santander and Cognizant are leveraging Formula 1 sponsorship to achieve brand objectives.

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This article was written by Sean Connell, Editor, The Sponsor.