Digital Banks Increase Presence in F1 Sponsorship

This year, the presence of finance institutions in the Formula One (F1) sponsorship landscape has grown significantly, and matured. According to new research by fintech branding agency Fintech Branding Studio, the ecosystem now comprises 34 financing-related companies this year, up from about 20 companies in 2025. Though crypto partnerships remain part of the landscape, institutional banking, payment networks, trading platforms, and digital banks are increasing their footprint and driving the strongest growth, with new entrants that include Revolut, Nu, eToro, and Barclays. In 2026, finance companies represented 74% of all finance and crypto sponsors across F1 teams, overshadowing crypto’s 26% share. Within this dominant category, institutional banking, and trading and investing held the largest shares at 24% each, followed by payments at 15%, and digital banking at 6%. This trend indicates a surge in interest from institutional finance, digital banking, and diversified fintech platforms, and underscores how the F1 sponsorship model has evolved to become a strategic arena for reputation, scale and global market expansion. Among the 11 F1 teams competing in 2026, the following stand out for their deep integration of finance and crypto brands. McLaren Mastercard F1 Team McLaren, which secured the 2025 Constructors’ Champion with the highest combined driver points, now carries one of the most visible finance partnerships. The team’s financial portfolio includes Mastercard as the naming partner, alongside crypto exchange OKX as a principal partner, and business fintech platform Airwallex and trading platform FxPro as official partners. Mastercard announced its naming partnership with McLaren in 2025, expanding a collaboration that began in 2024 when the brand joined as a primary partner alongside OKX and Google. This expanded collaboration aims to unlock new opportunities for fans to enjoy exclusive, behind-the-scenes access and one-of-a-kind experiences, the company said. In December 2025, it launched Team Priceless, offering passionate supporters unprecedented insights and curated local experiences through the lens of the McLaren F1 racing team. Mercedes-AMG PETRONAS F1 Team This year, Mercedes maintains a financial portfolio centered on institutional credibility across capital markets and banking infrastructure, with official partners that include UBS, Nasdaq, and Nu. Nu is a new addition in the F1 grid, having signed in January a multi-year global partnership with Mercedes. The company said the partnership will deliver a range of on-track and off-track branding and audience engagement designed to create memorable experiences for fans, and showcase bold moments. This move coincides with Nu’s naming rights partnerships with Inter Miami CF and Nu Stadium, also announced this year as the digital bank accelerate its international expansion, particularly in the US. Club International de Fútbol Miami, known as Inter Miami CF, is a professional soccer club rooted in South Florida led by eight-time Ballon d’Or winner Leo Messi. Visa Cash App Racing Bulls Racing Bulls remains the clearest example of fintech-led team identity within F1. Visa and digital wallet Cash App continue to anchor the team’s naming structure, with Visa renewing and expanding this year its sponsorship of the two Red Bull F1 teams until 2030. The multi-year deal will see Visa continue as the title partner of the Visa Cash App Racing Bulls and support the team’s F1 Academy program, an initiative which nurtures young female drivers. Meanwhile, the expanded partnership with Oracle Red Bull Racing will ensure that Visa brands remain on the front wing of this year’s car and broader placements across suits, halo, and team assets. Visa has also secured exclusive rights within the retail banking category alongside expanded pass-through rights. The extension also introduces new branding rights, enhanced hospitality assets and experiential opportunities across both teams. Audi Revolut F1 Team This year, German car manufacturer Audi will be entering F1 following its takeover of Sauber. The newly rebranded team is launching with Revolut as its title sponsor, a multi-year deal signed in July 2025. The common goal of this partnership is to establish new ways for fans to interact with the sport during race weekends, with unique experiences for motorsport enthusiasts and exclusive benefits for Revolut customers. As part of the agreement, Revolut Business will be extensively integrated into the team’s financial operations, enabling seamless checkout solutions for team merchandise, and ensuring a premium and intuitive retail experience. Another sponsor of the Audi Revolut F1 Team is Nexo, a digital asset platform and the team’s official digital assets partner. Over the course of the partnership, Nexo will activate globally through premium experiences and digital-first engagement, offering exclusive access, co-created content and education, and next-generation immersive brand experiences. Oracle Red Bull Racing Red Bull continues to boast one of the most diversified financial portfolios in F1, spanning payments, trading platforms, investment firms and digital assets. The team’s 2026 principal partners include Dubai-based crypto exchange Bybit, and official partners Visa, online brokerage firm AvaTrade, global investment firm Carlyle, and crypto exchange Gate.io. Technology and finance brands have been among the largest investors in F1, each accounting for around 20% of all new sponsorship deals in 2025, according to research by BitOK, an anti-money laundering (AML) solution provider for the crypto industry. Crypto and fintech sponsorships in particular reached record level in 2025, totaling US$273.6 million across 21 partners. F1 sponsorship is appealing to finance companies because of the sport’s global reach, elite branding, and a highly desirable audience. But more importantly, the audience skews toward high-income, international, and business-oriented consumers, aligning closely with financial products like investing platforms, credit services, private banking, and cross-border payments. Featured image by jamesteoh1976 on Magnific