Fintech company Revolut plunges $500 million into Formula 1's technological advancements
Financial technology (fintech) and cryptocurrency companies are ramping up their sponsorship in Formula 1 (F1), leveraging the sport's global reach and young, affluent audience for brand awareness and integration of their financial services.
With over 1.6 billion TV viewers, 65% of whom are under 35, F1 presents a prime demographic for fintech growth. Beyond traditional sponsorship visibility, companies like Revolut aim to embed their technology deeply into team operations and fan interactions, turning sponsorship into an engagement and utility platform rather than just advertising [1][3].
Crypto firms, despite regulatory uncertainties and market volatility, are also boosting sports sponsorships, including F1, as part of a broader strategy to drive mainstream adoption and credibility through exposure to global, mass audiences. This trend is part of a wider sports/music partnership boom seen in other leagues such as the Premier League and MLB [5].
Key sponsorship deals exemplify the scale of fintech and crypto investment in F1. Revolut, a $45 billion fintech company, has become the title sponsor of Audi's new F1 team starting 2026, replacing Stake, a crypto casino which reportedly paid $37 million annually [1]. Mastercard reportedly spends $30-40 million annually sponsoring the McLaren team [1].
While exact total projected sponsorship spending for 2025 across all fintech and crypto companies is not explicitly detailed, these figures indicate multi-million-dollar investments per team partnership, with the overall sector sponsorship likely continuing to grow to capture F1’s increasing global fanbase and commercial momentum [1][5].
Sponsorship spending across F1 is projected to reach $3 billion in 2025, with fintech companies like Revolut, Airwallex, and OKX participating in a significant advertising push within the sport. The McLaren team is comfortably ahead in the team standings, having partnered with crypto exchange OKX and fintech company Airwallex, with the firms' logos appearing on race cars and drivers' uniforms [2].
Airwallex's new office in Fitzrovia will include a 3D-printed sculpture of McLaren driver Lando Norris [4]. The average value of an F1 sponsorship deal has increased to over $6 million for the period, up from an average $3.3 million in 2019.
Teammates Oscar Piastri and Norris are fighting it out to win their first world championship, with Norris currently leading the standings. The next grand prix will take place in the Netherlands at the end of the month.
The sport sponsorship deals by crypto brands increased by 20% to over £400 million in the last year, with Coinbase, OKX, and Gate.io all spending over $50 million [6]. Despite the mid-season break, the excitement and anticipation for the second half of the season remain high.
References:
- Fintech and Crypto Companies Increase Formula 1 Sponsorship
- McLaren Partners with OKX and Airwallex
- Revolut's Formula 1 Partnership with Audi
- Airwallex's New Office in Fitzrovia
- Sports and Music Partnership Boom
- Crypto Sponsorship Spending in Sports
Fintech and business ventures, such as Revolut and Airwallex, are capitalizing on Formula 1's global reach and youthful fanbase, aiming to embed their financial services deeply into team operations and fan interactions for enhanced engagement and utility [1][3]. Cryptocurrency firms, like OKX and Coinbase, are similarly investing in sports sponsorships, including F1, aiming to drive mainstream acceptance and credibility through exposure to mass audiences [5][6].
