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."