The partnership between Atlassian Corp., the enterprise software giant best known for products such as Jira and Confluence, and Formula 1 team Williams Racing is far more than a simple sponsorship with a logo on a helmet. One of the aspects I like most about Formula 1 is that the value of all technical sponsorships counts towards the race teams operating cap.
Even in auto racing, it’s all about the data today. Amazon Web Services Inc. is a global partner of Formula One and has been the official cloud and machine learning provider for the league since 2018. The dynamic, longstanding partnership comes down to three core pillars: transforming data into racing intelligence, fan experience enhancement and technical transformation.