BNY has become the latest high-profile partner to join the Atlassian Williams F1 Team, as the team gears up for a fresh chapter under Formula 1’s all-new regulations.
The collaboration unites two global brands with deep heritage, a focus on performance and a shared drive for innovation.
Both BNY and Williams share a history of adapting and transforming to succeed. For BNY, that spans 242 years at the forefront of financial markets, and for Williams, nearly 50 years of competition at the pinnacle of motorsport.
The timing of the partnership is significant, coming ahead of a new regulatory era in Formula 1, which represents a fresh opportunity for Williams to accelerate its ongoing transformation.
Jayee Koffey, chief global affairs officer at BNY, said: “Enduring performance belongs to organisations willing to embrace innovation with discipline and responsibility. BNY recognises that spirit in Atlassian Williams F1 Team, a team that shares our growth ambitions and values high performance.”
Throughout the 24-race season, BNY will create meaningful touchpoints for clients and the wider BNY community, leveraging Formula 1 as a global meeting point for financial audiences.
Fans will see BNY branding featured on driver and team kit, as well as on the bargeboards, chassis top and Halo of Carlos Sainz and Alex Albon’s FW48.
The move follows a similar trend in financial services partnerships for Williams. Recently, Nuveen became the team’s official asset management partner, combining decades of heritage with a renewed focus on future performance.
With BNY joining the roster, Williams continues to build a network of global brands aligned around shared values of excellence and transformation.