FINTECH BRANDING
Finance and Fintech in Formula 1: The 2026 Sponsorship Landscape
Aiste Guzaite
Published March 6, 2026
The 2026 Formula 1 season represents more than a technical reset. It also signals a financial realignment across the grid.
New regulations, the arrival of Cadillac, and Audi’s entry in place of Sauber have reshaped the competitive order. But beneath the engineering changes, another shift is underway: financial institutions, fintech platforms, trading firms, and digital asset companies are expanding their presence across the sport.
Compared with 2025, the sponsorship model has matured. Crypto partnerships remain part of the landscape, but institutional banking, payment networks, trading platforms, and digital banks are increasing their footprint. Naming rights and primary sponsorship positions are increasingly held by financial brands, reflecting Formula 1’s growing role as a global trust platform.
This report maps the full finance and crypto presence across the 2026 grid, highlighting what changed from 2025: who remained, who exited, who upgraded their roles, and where financial capital is concentrating.
Because in 2026, F1 is not just a visibility channel for financial brands. It is becoming a strategic arena for reputation, scale, and global market expansion.
New regulations, the arrival of Cadillac, and Audi’s entry in place of Sauber have reshaped the competitive order. But beneath the engineering changes, another shift is underway: financial institutions, fintech platforms, trading firms, and digital asset companies are expanding their presence across the sport.
Compared with 2025, the sponsorship model has matured. Crypto partnerships remain part of the landscape, but institutional banking, payment networks, trading platforms, and digital banks are increasing their footprint. Naming rights and primary sponsorship positions are increasingly held by financial brands, reflecting Formula 1’s growing role as a global trust platform.
This report maps the full finance and crypto presence across the 2026 grid, highlighting what changed from 2025: who remained, who exited, who upgraded their roles, and where financial capital is concentrating.
Because in 2026, F1 is not just a visibility channel for financial brands. It is becoming a strategic arena for reputation, scale, and global market expansion.
Finance in Formula 1: 2025 vs 2026 Overview
The number of finance and crypto companies involved in Formula 1 has increased between the 2025 and 2026 seasons.
2025
The 2025 grid featured approximately 20 finance and fintech companies, including:
Pepperstone, Coinbase, Rokt, Gate, OKX, UniCredit, ZCG, UBS, ApeCoin, Visa, Cash App, Santander, Kraken, Nuvei, Binance, Libertex, MoneyGram and others.
Crypto exchanges and trading platforms represented a significant share of the financial sponsor mix during that season.
2026
In 2026, the ecosystem expanded to 34 finance-related companies, with new entrants including: Revolut, BingX, Nu, eToro, BlockDAG, IC, XMTrading, Barclays, BNY, Nuveen, Nexo, Aleph (localpayment), Public, AvaTrade, Carlyle.
The increase reflects a broader shift toward institutional finance, digital banking, and diversified fintech platforms
entering the sport.
The 2025 grid featured approximately 20 finance and fintech companies, including:
Pepperstone, Coinbase, Rokt, Gate, OKX, UniCredit, ZCG, UBS, ApeCoin, Visa, Cash App, Santander, Kraken, Nuvei, Binance, Libertex, MoneyGram and others.
Crypto exchanges and trading platforms represented a significant share of the financial sponsor mix during that season.
2026
In 2026, the ecosystem expanded to 34 finance-related companies, with new entrants including: Revolut, BingX, Nu, eToro, BlockDAG, IC, XMTrading, Barclays, BNY, Nuveen, Nexo, Aleph (localpayment), Public, AvaTrade, Carlyle.
The increase reflects a broader shift toward institutional finance, digital banking, and diversified fintech platforms
entering the sport.
Finance & Crypto Sponsors in Formula 1 (2026)
Teams listed in order of the 2025 Constructors Championship.
McLaren Mastercard Formula 1 Team
McLaren finished the 2025 season as Constructors Champion and now carries one of the most visible finance partnerships on the grid.
The team’s financial portfolio includes Mastercard as naming partner, alongside trading platform FxPro, Airwallex and crypto exchange OKX.
Mastercard’s elevation to naming partner signals a broader shift in Formula 1 sponsorship dynamics. Financial brands are no longer peripheral sponsors but are increasingly embedded within the identity of teams themselves. The presence of both a major global payments network and digital asset infrastructure reflects how legacy finance and emerging financial technologies now coexist within the sport’s commercial ecosystem.
The team’s financial portfolio includes Mastercard as naming partner, alongside trading platform FxPro, Airwallex and crypto exchange OKX.
Mastercard’s elevation to naming partner signals a broader shift in Formula 1 sponsorship dynamics. Financial brands are no longer peripheral sponsors but are increasingly embedded within the identity of teams themselves. The presence of both a major global payments network and digital asset infrastructure reflects how legacy finance and emerging financial technologies now coexist within the sport’s commercial ecosystem.
Scuderia Ferrari HP
Ferrari maintains a strong institutional finance foundation with UniCredit and investment firm ZCG, while adding crypto exchange BingX for the 2026 season.
The portfolio balances traditional banking credibility with digital asset exposure. Ferrari’s sponsorship mix demonstrates a cautious but deliberate approach to financial innovation, pairing established European banking power with newer digital financial platforms.
The portfolio balances traditional banking credibility with digital asset exposure. Ferrari’s sponsorship mix demonstrates a cautious but deliberate approach to financial innovation, pairing established European banking power with newer digital financial platforms.
Oracle Red Bull Racing
Red Bull continues to operate one of the most diversified financial ecosystems in Formula 1.
The team’s 2026 partners include Visa, AvaTrade, Carlyle, and Rokt, alongside crypto exchange Gate.io
The most notable development is Visa’s expanding commercial role across Red Bull properties. The partnership now extends beyond traditional sponsorship toward deeper integration across marketing, payments infrastructure, and fan engagement.
Red Bull’s portfolio illustrates a multi-layered financial strategy that spans payments, trading platforms, investment firms, and digital assets.
The team’s 2026 partners include Visa, AvaTrade, Carlyle, and Rokt, alongside crypto exchange Gate.io
The most notable development is Visa’s expanding commercial role across Red Bull properties. The partnership now extends beyond traditional sponsorship toward deeper integration across marketing, payments infrastructure, and fan engagement.
Red Bull’s portfolio illustrates a multi-layered financial strategy that spans payments, trading platforms, investment firms, and digital assets.
Mercedes-AMG PETRONAS Formula One Team
Mercedes maintains a finance profile centered on institutional credibility. The team’s partners include UBS, Nasdaq, and digital bank Nu (Nubank).
Compared with some competitors, Mercedes’ sponsorship structure leans less toward crypto and more toward capital markets and banking infrastructure. This positioning reinforces the team’s alignment with global financial institutions and financial market infrastructure.
Compared with some competitors, Mercedes’ sponsorship structure leans less toward crypto and more toward capital markets and banking infrastructure. This positioning reinforces the team’s alignment with global financial institutions and financial market infrastructure.
Aston Martin Aramco Formula One Team
Aston Martin continues to operate one of the most balanced finance portfolios on the grid.
The team partners with trading platforms Pepperstone and Public, while crypto infrastructure is represented by Coinbase, and CoinPayments.
This dual structure reflects the broader convergence of traditional trading platforms and digital asset ecosystems. Aston Martin’s portfolio demonstrates how Formula 1 teams are increasingly building financial ecosystems that span multiple sectors of the modern financial industry.
The team partners with trading platforms Pepperstone and Public, while crypto infrastructure is represented by Coinbase, and CoinPayments.
This dual structure reflects the broader convergence of traditional trading platforms and digital asset ecosystems. Aston Martin’s portfolio demonstrates how Formula 1 teams are increasingly building financial ecosystems that span multiple sectors of the modern financial industry.
BWT Alpine F1 Team
Alpine’s financial partner structure combines investing platforms with Web3 infrastructure.
The team’s partners include eToro and Mobilize Financial Services on the finance side, alongside blockchain-focused partners ApeCoin and BlockDAG.
Compared with 2025, the team’s messaging has shifted away from Binance-led crypto exposure toward a broader ecosystem that blends retail investing platforms with blockchain technology projects.
The team’s partners include eToro and Mobilize Financial Services on the finance side, alongside blockchain-focused partners ApeCoin and BlockDAG.
Compared with 2025, the team’s messaging has shifted away from Binance-led crypto exposure toward a broader ecosystem that blends retail investing platforms with blockchain technology projects.
TGR Haas F1 Team
With Toyota Gazoo Racing entering the title position in 2026, Haas now operates with a more concentrated financial sponsorship profile.
The team’s primary finance partner is FX trading firm IC. This represents a narrower financial footprint compared with the previous MoneyGram title era, reflecting a shift in the team’s commercial structure.
The team’s primary finance partner is FX trading firm IC. This represents a narrower financial footprint compared with the previous MoneyGram title era, reflecting a shift in the team’s commercial structure.
Visa Cash App Racing Bulls
Racing Bulls remains the clearest example of fintech-led team identity within Formula 1.
Visa and Cash App continue to anchor the team’s naming structure, while XMTrading adds representation from the online trading category.
This structure represents one of the most stable fintech sponsorship frameworks across both the 2025 and 2026 seasons.
Visa and Cash App continue to anchor the team’s naming structure, while XMTrading adds representation from the online trading category.
This structure represents one of the most stable fintech sponsorship frameworks across both the 2025 and 2026 seasons.
Atlassian Williams Racing
Williams holds one of the most diversified finance portfolios on the grid.
The team combines Barclays, BNY, and Nuveen alongside crypto exchange Kraken.
This ecosystem spans retail banking, institutional finance, asset management, and digital assets. As a result, Williams arguably hosts the broadest cross-section of the global financial industry among Formula 1 teams.
The team combines Barclays, BNY, and Nuveen alongside crypto exchange Kraken.
This ecosystem spans retail banking, institutional finance, asset management, and digital assets. As a result, Williams arguably hosts the broadest cross-section of the global financial industry among Formula 1 teams.
Audi Formula 1 Team
Audi enters Formula 1 with a fintech-driven identity.
The team launches with Revolut as title partner, alongside payments platform Aleph (localpayment) and crypto platform Nexo. This partnership positions digital banking and fintech infrastructure at the center of Audi’s Formula 1 commercial strategy and marks one of the most significant commercial resets in the 2026 grid.
The team launches with Revolut as title partner, alongside payments platform Aleph (localpayment) and crypto platform Nexo. This partnership positions digital banking and fintech infrastructure at the center of Audi’s Formula 1 commercial strategy and marks one of the most significant commercial resets in the 2026 grid.
Cadillac Formula 1 Team
Cadillac joins the Formula 1 grid in 2026 with its sponsorship ecosystem still developing.
At launch, no major finance or crypto title partnerships have been prominently emphasized, suggesting the financial partner portfolio will expand in future seasons.
At launch, no major finance or crypto title partnerships have been prominently emphasized, suggesting the financial partner portfolio will expand in future seasons.
Strategic Implications
While crypto remains present across several teams, the strongest growth is coming from banks, asset managers, trading platforms, and payment networks. Formula 1’s financial ecosystem is becoming broader and more resilient.
Naming Rights Are Becoming Financial Territory
Mastercard at McLaren and Revolut at Audi, Visa Cash App Racing Bulls illustrate how financial brands are securing primary identity positions within teams. Naming rights are evolving into long-term strategic brand real estate.
Portfolio Balance Is Emerging as the Winning Model
Teams with the strongest sponsorship structures tend to balance categories rather than concentrate them. Williams, Aston Martin, and Red Bull illustrate how diversified financial ecosystems create stability across market cycles.
Regional Activation Is Driving Partnerships
Many finance sponsors use Formula 1 to accelerate regional expansion across the United States, Europe, and Latin America. Sponsorship value increasingly comes from market activation rather than pure logo visibility.
Mastercard at McLaren and Revolut at Audi, Visa Cash App Racing Bulls illustrate how financial brands are securing primary identity positions within teams. Naming rights are evolving into long-term strategic brand real estate.
Portfolio Balance Is Emerging as the Winning Model
Teams with the strongest sponsorship structures tend to balance categories rather than concentrate them. Williams, Aston Martin, and Red Bull illustrate how diversified financial ecosystems create stability across market cycles.
Regional Activation Is Driving Partnerships
Many finance sponsors use Formula 1 to accelerate regional expansion across the United States, Europe, and Latin America. Sponsorship value increasingly comes from market activation rather than pure logo visibility.
Crypto Is Becoming More Integrated
Crypto partnerships remain part of the Formula 1 landscape, but they now frequently coexist with regulated financial institutions.
The narrative is shifting from disruption toward integration within the broader financial ecosystem.
The narrative is shifting from disruption toward integration within the broader financial ecosystem.
Conclusion: The Financial Grid
In 2026, Formula 1 has evolved into one of the most concentrated global marketing platforms for financial brands.
The strongest partnerships combine institutional credibility, fintech innovation, and regional expansion strategies. Teams that balance traditional finance with digital platforms are building the most resilient commercial ecosystems.
F1 may still be defined by engineering speed - but increasingly, it is also shaped by financial power.
The strongest partnerships combine institutional credibility, fintech innovation, and regional expansion strategies. Teams that balance traditional finance with digital platforms are building the most resilient commercial ecosystems.
F1 may still be defined by engineering speed - but increasingly, it is also shaped by financial power.