Banks and FinTechs overtake crypto in F1 sponsorship growth

By Parth Prabhudesai

The Formula One (F1) sponsorship landscape is undergoing a notable transformation, with financial institutions rapidly expanding their presence across teams and commercial partnerships. New research from Fintech Branding Studio shows that the number of finance-related companies active in F1 sponsorships has climbed to 34 in 2026, up from around 20 in 2025, highlighting how the sport has become an increasingly important global marketing platform for banks, fintechs, payment firms and trading platforms.

The report suggests that F1 sponsorships are no longer dominated by crypto firms alone. While crypto companies remain visible participants, institutional finance and diversified fintech brands are now driving the strongest growth. Finance companies accounted for 74% of all finance and crypto sponsors on the 2026 F1 grid, compared with crypto’s 26% share.

Institutional banking and trading or investing platforms each represented 24% of finance sponsorship activity, followed by payments firms at 15% and digital banks at 6%. The findings indicate that F1 is increasingly being viewed as a strategic platform for global customer acquisition, reputation building and international expansion.

Among the teams, the McLaren Formula 1 Team has emerged as one of the most finance-heavy brands on the grid. Its sponsorship portfolio includes Mastercard as naming partner, alongside crypto exchange OKX, fintech platform Airwallex and trading provider FxPro. Mastercard expanded its partnership with McLaren in 2025, focusing on fan engagement initiatives and exclusive experiences through its Team Priceless programme.

Meanwhile, the Mercedes-AMG PETRONAS Formula One Team continues to strengthen its links with traditional financial institutions. Sponsors include UBS, Nasdaq and Brazilian digital bank Nu, which joined the team earlier this year. Nu’s F1 move aligns with its broader international expansion strategy, particularly in the United States.

The Visa Cash App Racing Bulls remains one of the clearest examples of fintech-led branding in motorsport. Visa and Cash App continue to feature prominently in the team’s identity, with Visa extending its partnership with both Red Bull-owned F1 teams until 2030. The agreement includes branding rights, hospitality access and fan engagement initiatives tied to Formula One and the F1 Academy programme.

Another major development is the launch of the Audi Revolut F1 Team following Audi’s takeover of Sauber. The partnership with Revolut positions the fintech firm as title sponsor while also integrating Revolut Business into team payment operations and fan commerce experiences. Crypto platform Nexo has also joined the team as official digital assets partner.

The broader trend reflects how F1’s global audience, premium positioning and fast-growing digital engagement are attracting financial brands looking to scale internationally. Sponsorships are increasingly moving beyond logo placement toward deeper operational integrations, customer rewards, payments infrastructure and fan-focused digital experiences.

As competition intensifies among banks, fintechs and digital asset firms, Formula One is emerging as one of the world’s most important marketing arenas for financial services brands seeking global visibility and long-term growth.