F1's Williams Racing Puts Atlassian Under The Stopwatch [Forbes]
International Business Machines Corporation (IBM)
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Source: Forbes
Oracle, Dell, VAST Data, Lenovo, and NetApp, among other major tech players, all sponsor racing teams, trading dollars for logo placement, hospitality suites, and visibility with high-value customers. In return, teams get funding that doesn't count against F1's strict cost cap. But occasionally something different emerges: a collaboration in which the teams and a technology sponsor use the technology operationally, the team is a genuine customer, and both parties have real skin in the game. The recent partnership between Atlassian and Williams Racing is one such case. I recently had the opportunity to meet with both Atlassian and Williams in Austin to understand how their collaboration differs from traditional team sponsorships. What emerged is a case study that IT decision-makers should watch closely, even if they never attend a Grand Prix. The Cost Cap Changed Everything To understand why the Atlassian-Williams relationship differs from typical F1 sponsorships, you need to u
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