Do you mean
Raise a support request with Atlassian, they will change the name for you. It takes a few minutes when they do it, so you'll want to book a good time when your people are not using it much, and warn them about it of course. (Atlassian will not do this frequently, so make sure you choose a good new name. My memory says "not more than once a year", but don't quote me).
Raise it at https://support.atlassian.com/contact
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Just in case it helps anyone, you can now change your own site name
https://support.atlassian.com/organization-administration/docs/update-a-product-url/
A bit more info here
https://support.atlassian.com/organization-administration/docs/update-your-product-and-site-url/
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