Nuveen and Atlassian Williams F1 Team Announce Global Partnership Built on Performance that Endures

Jan. 29, 2026

The best partnerships build strength, momentum, and something greater than the sum of their parts. That belief sits at the heart of global asset management firm Nuveen’s newly announced partnership with the Atlassian Williams Formula 1 Team: two brands with unrivalled heritage and a focus on future performance.

Beginning in the 2026 season, the Nuveen logo will be displayed across the car bodywork and race suits as more than a product placement. “It’s a signal of shared ambition,” said Nuveen Chief Marketing Officer Tara Giuliano. “This isn’t about visibility, it’s about values. Williams competes the way we invest: with long-term thinking, discipline, a relentless drive to get better and the agreement that performance is created, not claimed.”

A Global Stage for Performance

Formula 1 is one of the most powerful worldwide platforms in sport and culture today, with more than 827 million fans worldwide and one of the fastest-growing, most engaged social audiences.

For Nuveen, Formula 1 delivers scale, cultural relevance and a stage that reflects the firm’s own ambition. With more than a century of experience, Nuveen has always focused on execution that endures through innovation and strategy. Formula 1, defined by precision, resilience, and marginal gains, is a natural extension of that mindset.

A Brand Journey Assembled for Bigger Stages

Last year, Nuveen reintroduced itself with Invest Like the Future Is Watching, a platform that signaled a more confident, modern, and ambitious brand. It came to life through high-impact media moments and marquee events, setting the tone for what Nuveen’s next chapter could be.

Giuliano said:

"We talk about 'investing like the future is watching. In Formula 1, the future is watching in real time. This collaboration puts us on one of the most visible tracks in the world and takes our brand to its next level.”

 

Adding to its presence in U.S. sports like Major League Baseball, Nuveen’s move into Formula 1 marks a bold evolution in its marketing journey. It signals the brand’s presence in the global financial markets and its willingness to engage younger and more diverse audiences.

Two Teams in Momentum and Modernization

Williams enters this relationship at a moment of accelerating cultural relevance. Its wide-spread fanbase now exceeds 408 million and continues to grow. It is a team balancing legacy with reinvention, mirroring Nuveen’s own ability to honor experience while building forward.

Last year, Forsman & Bodenfors (now 72andSunny) helped create an identity secure enough to match Nuveen’s scale. The result was a brand made to flex, anchored by the Nuveen “n” as a dynamic window into the future the company is helping to shape through its investments.

Williams, too, is in a new brand era. As Marketing Director Marcus Prosser explained, this renewed identity is “a statement of intent, carrying forward our legacy while boldly pointing to the future. Nuveen isn’t just joining a racing team; they are joining a business transformation”

Julien Bissuel, CEO of 72andSunny Toronto added:

“This is where sponsorship becomes brand-building. You have two organizations with shared DNA, both reclaiming their edge. That’s the kind of ambition we’re made for at 72andSunny: turning optimism into action, playing to win, and creating work that moves culture forward. Our role is to translate that into storytelling that feels as bold, and high-performing as the sport itself.”