Williams Racing Formula 1 team principal James Vowles believes that his company’s recently announced partnership with Australian AI software giant Atlassian is a clear indication of the current strength of the sport.
Vowles says that the deal is not just the biggest in the history of Williams, but also among the most significant in F1, with Atlassian joining the likes of Oracle, HP, Aramco, Moneygram, Visa and CashApp as title sponsors who have attached their brands to team names.
After an unpredictable 2024 season another closely-fought contest is anticipated this year, with Lewis Hamilton’s move to Ferrari adding interest.
Meanwhile the Brad Pitt F1 film will hit the screens in June, and extend the reach created by Netflix hit Drive to Survive.
It’s in that context Atlassian founder Mike Cannon-Brookes, who has stakes in NBA and Australian Rugby League teams, has opted to invest in F1.
Vowles, who took the reins of the then struggling team at the start of 2023, agreed that it’s a vote of confidence for F1.
“If you look at Atlassian, they already sponsor other organisations,” he said when asked by this writer what the deal said about the sport.
“And our competition isn’t nine other teams, it is roughly 30 other sports organisations. Because ultimately, you’re looking for where your eyeballs go, and who is there.
“For me, F1 is in the best health it’s ever been. We have an F1 film coming out that is I think going to be excellent. We have Netflix that’s still growing year-on-year and not shrinking.
“And we have a fan base that’s growing year-on-year as well, with a sport where I can’t predict who’s going to win or even be the top five this year. That’s brilliant. That’s how it should be. And by the way, it’ll get more and more that way.
“So I think we have a sport that’s healthy with investment that’s the highest level it’s ever been, with a competitive field.”
Vowles is coy about the size of Atlassian’s commitment, and he insists that there’s more to the deal than hard cash.
“The numbers are one part of it,” he said. “What’s really important to me is that Atlassian absolutely believe in the journey we’re on. They’re also a challenging brand in what they do, they use teamwork and collaborations as their two roots, which if you ever listen to me, you’ll hear that I just harp on about it every day of the week.
“We have shared values. When I met Mike back in Austin last year we just gelled, because fundamentally, we’re two completely different organisations built up on exactly the same belief.
“And the next element I’ve always said all the way through is in modern F1, I don’t think it’s going to be about replicating the same R&D assets that you had before. It’s about being clever, and making sure we’re pushing the boundaries of technology.
“Atlassian have done that in the world. To have a partner on board like that is incredibly important to me, and to our brand.”
“So the importance is three-fold. One, there’s a financial element. Two, I have a company that could have gone to a number of different areas, to be completely clear, but they believe in what we’re doing, they have trust and faith in what we’re doing.
“That’s really important to me. And the number three is they are experts in the technologies that I need in order to be successful within the sport.
“And they bring that to the party. And that’s a core part of the deal. It’s not a sticker on the car. It is transformative in terms of what we’re doing.”
Adam Cooper F1 