James Bower

Commercial Director

James Bower is Commercial Director at Atlassian Williams F1 Team, where he is responsible for the acquisition and management of commercial partners.

Since joining the team in 2021, James has led the creation of partnerships with leading global brands including Atlassian, Komatsu, Barclays, and Claude.

James began his career with HP during its title partnership with Williams. He later joined McLaren in 2007, working on the title partnership with Vodafone before progressing through roles in partner management, business development, and strategy.

As McLaren’s Director of Marketing and Commercial Strategy, James co-created the first esports racing competition in F1, where more than 30,000 contestants competed to become a McLaren F1 simulator driver. He also led McLaren’s first fan segmentation and brand tracking programmes, transforming McLaren’s understanding of its fanbase to inform marketing strategy and manage brand equity.

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Williams Grand Prix Engineering Services LLP, a limited liability partnership registered in England and Wales with company registration number OC456938 and whose registered address is at Station Road, Grove, Wantage, Oxfordshire, OX12 0DQ.