Fintech Sponsors in Formula 1: 2025 Team-by-Team Breakdown of Finance Partnerships

The 2025 Formula 1 season has emerged as a proving ground for financial technology brands, cementing the sport’s status as a dynamic hub for innovation and global exposure. As fintech firms battle for market dominance, they see F1 as the ultimate stage—where cutting-edge technology meets loyal, high-spending audience. From cryptocurrency exchanges to digital payment platforms, these companies are integrating into the high-speed, high-stakes world of motorsport. This report explores the deepening ties between fintech and F1, examining how sponsorships, technological collaborations, and brand strategies are shaping the financial future of the sport.

Aston Martin’s 2025 fintech portfolio includes Coinbase, its Official Crypto Partner, and Pepperstone, a global forex trading provider (we are proud to have helped to build the brand early on). Coinbase’s partnership, paid entirely in the USDC stablecoin, marks Formula 1’s first fully cryptocurrency-funded sponsorship. Meanwhile, Pepperstone enhances Aston Martin’s financial positioning with insights into global currency markets.

Red Bull Racing has secured partnerships with Rokt, an AI-powered e-commerce platform, and Gate.io, a leading cryptocurrency exchange. Rokt’s AI-driven payment optimization tools will be tested in Red Bull’s digital commerce operations, while Gate.io offers exclusive digital assets tied to team milestones. These partnerships align with Red Bull’s emphasis on data-driven performance and global brand visibility.

McLaren’s fintech partnerships include OKX, a cryptocurrency exchange providing Web3 solutions, and Mastercard, a global payment leader. OKX expands its blockchain innovations through interactive fan activations, while Mastercard enhances fan transaction experiences through exclusive offers and seamless digital payments.

Ferrari has entered a multi-year partnership with UniCredit, a major European banking group, integrating financial services into its operations. Additionally, ZCG, a global investment firm, supports Ferrari’s efforts to push the boundaries of innovation and performance.

Mercedes strengthens its fintech partnerships with Nuvei, a global payments processor, and UBS, a Swiss financial institution. These collaborations provide robust investment support and innovative financial solutions that contribute to Mercedes’ continued success on and off the track.

Alpine retains Binance as a primary fintech sponsor, focusing on cryptocurrency education and blockchain solutions. Additionally, ApeCoin, a decentralized Web3 project, partners with Alpine to explore fan engagement through NFT-based membership rewards.

MoneyGram continues as Haas’ title sponsor, focusing on low-cost remittance services across the Americas. The team’s 2025 livery features QR codes linking to real-time foreign exchange rates, targeting fans in U.S., Mexican, and Brazilian Grands Prix.

The rebranded Visa Cash App RB team (formerly AlphaTauri) showcases the deepest fintech integration in Formula 1. Visa and Cash App jointly hold title sponsorship rights, marking the first dual-fintech naming deal in F1 history. Visa’s branding dominates the car’s livery and driver suits, while Cash App uses the partnership to promote instant payment features across North America and Europe.

Williams Racing’s 2025 campaign features two major fintech collaborations: Santander, focusing on digital banking, and Kraken, the team’s Official Crypto and Web3 Partner. Santander promotes Openbank, its digital banking subsidiary, leveraging races in key markets for localized activations. Meanwhile, Kraken enhances blockchain-driven fan engagement through its Grid Pass digital collectibles.

Sauber’s Stake sponsorship includes financial integrations through CoinPayments, supporting the team’s crypto transactions, and Libertex, an online trading broker providing financial education initiatives. These partnerships reflect Stake’s broader ambitions beyond the betting industry.

Demographic Precision:
65% of F1’s 1.35 billion viewers are under 35—prime targets for digital banking and crypto platforms.
Technology Transfer:
Visa and Cash App’s operational integrations showcase the evolution of sponsorship beyond logos.
Regulatory Showcases:
Coinbase’s USDC deal and Kraken’s compliance-focused activations build trust amid tightening crypto regulations.