Standard Chartered joins Formula One

Standard Chartered announced a new partnership with Formula One (F1), becoming the motorsport brand’s official wealth management partner as well as its corporate and investment banking partner. As the 2026 F1 World Championship approaches, this partnership highlights a broader trend of financial institutions partnering with the sport. It appears that companies are increasingly drawn to F1 as a platform to reach new clients, reward existing ones, and build cultural relevance in the current attention economy.

The partnership is a multi-year agreement, though specific details on its duration have not been disclosed. Standard Chartered operates in 19 of the 21 markets on the F1 calendar, giving it a close geographic alignment with the sport. This overlap allows the bank to integrate its business development strategy with F1’s race locations, engaging clients and stakeholders through trackside branding and exclusive experiences designed to strengthen relationships with existing clients and corporate partners.

After all, the motorsport has a large and growing fanbase, estimated at more than 827 million worldwide, with a demographic that is diverse, and increasingly younger: 42% of fans are female, while 43% are aged under 35. 

According to F1’s fan survey last year, 76% of fans believe sponsors enhance the F1 experience, and one third of their audience is more likely to purchase from F1 partners. Among Gen Z respondents, favorability rises to 40%. Therefore, it seems that organisations partnering with F1 have an opportunity to increase brand awareness among younger audiences while maintaining engagement with established clientele.

Additionally, partners like Standard Chartered also extend their support to F1 Academy, the sport’s all-female racing series. The series is the second most-followed F1 category, and more than a third of Gen Z and new F1 fans engage with it, demonstrating a strong appetite for representation and diversity within and outside of the sport.

“As a leading international wealth manager, we will draw on our international network and expertise to bring clients closer to the excitement of F1,” said Judy Hsu, CEO, Wealth & Retail Banking, Standard Chartered. 

“Our clients value premium service, innovation and seamless global connectivity, and this partnership will unlock exclusive experiences for them. Our support for F1 Academy reinforces our commitment to championing female talent and developing the next generation of motorsport talent across our unique footprint.”

The finance and motorsports industry

Across the grid, financial organisations are embedding themselves at multiple levels of the F1 ecosystem, through both general partnerships and more visible naming deals.

For example, last September, Carlyle became the first global private markets firm to partner with an F1 team, becoming the exclusive investment management partner of Oracle Red Bull Racing. In another case, asset management company Nuveen became Atlassian Williams’ official asset manager.

This rise in financial management partnerships may reflect how institutions view F1 teams as long-term, strategic investments that offer growth in multiple spheres, from branding to revenue. Meanwhile, teams benefit from the financial and risk management expertise these partners bring.

Naming partnerships between teams and financial companies are also on the rise. McLaren, has taken its first naming partner since Vodafone in 2013, and will be called McLaren Mastercard from this season onwards. Similarly, Revolut has partnered with Audi, renaming the team Audi Revolut. Although no longer new, Visa Cash App continues its naming partnership with Racing Bulls, Red Bull Racing’s sister team.

Beyond finance, automobile and technology companies are also taking naming roles. Toyota Gazoo Racing is partnering with Haas, forming TGR Haas, while the incoming Cadillac team is reportedly still searching for a title sponsor ahead of its 2026 debut, though it is prepared to race without one.