Fintech company Revolut steps up with a $500 million investment in Formula 1's financial sector
In the world of Formula 1, the race for innovation and global reach is heating up, with fintech companies like Revolut, Airwallex, and OKX investing significantly in sponsorship deals for the 2025 season.
These fintech brands see Formula 1 as a global, high-tech marketing platform to reach broad, diverse, and affluent audiences worldwide. The sport's technological prestige aligns perfectly with fintech brands’ ambitions to innovate, reach new customer bases, and engage younger, tech-savvy audiences.
One such example is the partnership between Revolut and Audi's F1 team, starting from the 2026 season. Revolut aims to build a new F1 fan culture with unique interactions and experiences, while integrating their financial technology directly into the team’s operations and fan engagement. This partnership reflects a shared vision to challenge convention and drive innovation both in motorsport and global finance.
Similarly, the online broker LBX partnering with the KICK Sauber F1 Team highlights Formula 1's symbolism of precision, quick decision-making, and technological excellence, traits fintech firms want to be associated with. LBX’s collaboration leverages the sport’s environment to emphasize their ability to operate with agility and the latest technology—paralleling the skills needed in trading and finance.
Fintech firms are not just looking at Formula 1 as a means for advertising, but as a channel for engaging fans and customers with unique digital and financial experiences. The partnership between Revolut and Audi will incorporate Revolut's digital banking and e-commerce solutions for Audi's retailing merchandise arm.
Moreover, the partnership between McLaren and crypto exchange OKX and fintech company Airwallex for the 2025 season is a testament to the strategic use of Formula 1's prestige and global reach to accelerate brand growth and innovation leadership in competitive financial markets.
The investment in Formula 1 sponsorships by fintech companies is substantial. Global fintech companies have invested over $500m into Formula 1 sponsorship deals for the 2025 season. Crypto exchanges are injecting $174m into Formula 1 teams annually, and Crypto.com is the biggest spender with over $210m in live deals across the season.
As the Formula 1 season takes a mid-season break, preparations for the next grand prix in the Netherlands at the end of the month are underway. With fintech companies' heavy investment in Formula 1 sponsorships, the race for innovation and global reach is set to intensify.
[1] City AM: Revolut aims to build a new F1 fan culture with unique interactions and experiences [2] City AM: LBX’s collaboration with KICK Sauber F1 Team emphasizes agility and latest technology [3] City AM: Audi’s CEO emphasizes using Formula 1 as a "technologically relevant and economically sustainable investment" to reach new target groups and generate enthusiasm for their products.
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