Fintech Giant Nu Taps F1 for Aggressive Global Expansion

SÃO PAULO & BRACKLEY, UK – January 21, 2026 – In a landmark move signaling a new era of sports marketing, digital financial services platform Nu has announced a multi-year global partnership with the Mercedes-AMG PETRONAS F1 Team. The deal, which establishes Nu as an Official Team Partner ahead of the 2026 Formula One season, is a calculated maneuver by the fintech behemoth to leverage the world's premier motorsport series for its ambitious international expansion.

This alliance pairs one of the world's largest digital banks, serving over 127 million customers, with one of motorsport's most decorated teams. It underscores a powerful trend where digital-native companies are increasingly turning to Formula 1's massive global stage to build brand recognition, connect with a tech-savvy audience, and outmaneuver competitors.

A Strategic Play for Global Dominance

For Nu, this partnership is far more than a branding exercise; it is a core component of its global growth strategy. Founded in 2013 with a mission to disrupt traditional banking, the company has achieved staggering growth across Latin America. With nearly 59% of Brazilian adults as customers and a rapidly expanding presence in Mexico and Colombia, Nu is now setting its sights on a broader international footprint. The United States market, in particular, looms as a key target.

The F1 partnership provides a powerful vehicle to achieve these goals. Formula 1's audience of over 827 million fans offers an unparalleled platform for global visibility. The sport’s particularly strong resonance in Nu's core markets of Brazil, Mexico, and Colombia—countries with deep motorsport legacies—provides immediate value. In Mexico, where Nu recently secured a banking license and grew its customer base to 11 million by early 2025, the high-profile association with Mercedes-AMG F1 is expected to significantly accelerate brand adoption.

"F1 is one of the few truly global fan platforms, and the Mercedes-AMG PETRONAS F1 Team is a defining force in the sport, with an unparalleled track record," said Cristina Junqueira, co-Founder, Chief Growth Officer and CEO of Nu’s emerging U.S. business. "This partnership gives us a powerful opportunity to connect with hundreds of millions of fans in Brazil, Mexico, Colombia, the United States and beyond."

This move aligns with a broader industry understanding that modern brand building for digital companies requires bypassing traditional advertising channels in favor of culturally relevant, high-impact platforms. By aligning with a premium, high-performance brand, Nu aims to embed itself in the cultural conversation and build an identity that transcends financial services.

The New Paddock: Fintech's Billion-Dollar Bet on F1

Nu's entry into Formula 1 is part of a larger, transformative trend. The F1 paddock has become a hotbed for fintech and technology brands, which collectively poured over $500 million into the sport in 2025 alone. Since 2019, more than 30 such companies have inked deals, with total sponsorship spending since 2021 surpassing the $1 billion mark.

The sport's grid is now a showcase for the digital economy. Visa and Cash App hold joint title rights for the Visa Cash App RB team, while crypto exchange OKX enjoys high visibility on the McLaren cars. Neobank Revolut recently became the title partner for the Audi F1 team in a deal reportedly worth a high eight-figure sum annually. This influx has shifted the sponsorship landscape, with technology now representing the leading source of revenue for F1 and its teams.

The appeal lies in F1's unique audience demographics. The sport's fanbase is increasingly young, diverse, and digitally native. Globally, around 42% of F1 fans are under the age of 35, a prime demographic for digital banking services. Furthermore, the sport has seen explosive growth in its female audience, which now constitutes 41-42% of the total, with young women being the fastest-growing sector. This demographic is highly engaged and receptive to sponsors, with nearly 40% of Gen Z fans stating they are more likely to consider a product from an F1-affiliated brand.

A Partnership Forged in Innovation

At the heart of the Nu and Mercedes-AMG F1 alliance is a shared philosophy rooted in technology, data, and a relentless drive for performance. Both organizations have built their success on challenging established norms and leveraging innovation to gain a competitive edge. Nu revolutionized banking in Latin America with its digital-first, AI-driven platform, while Mercedes-AMG F1 dominated the sport for nearly a decade through engineering prowess and a data-centric approach to racing.

"Innovation and disruption is at the heart of everything we do and our partnership with Nu reflects those joint values," commented Toto Wolff, CEO & Team Principal of the Mercedes-AMG PETRONAS F1 Team. "We have a shared commitment to pushing boundaries and finding smarter, more efficient ways to perform."

This synergy extends beyond marketing taglines. Richard Sanders, Chief Commercial Officer of the Mercedes-AMG PETRONAS F1 Team, noted that "Nu’s focus on technology and efficiency aligns well with the principles that drive performance in our sport." The partnership promises to deliver dynamic on-track and off-track activations designed to bring fans closer to the action, featuring team drivers George Russell and Kimi Antonelli.

For Nu, the association with a team synonymous with cutting-edge technology and precision engineering reinforces its own brand positioning as a smart, efficient, and forward-thinking financial platform. For Mercedes, partnering with a disruptive fintech giant signals its connection to the modern digital economy and a new generation of fans.

The multi-year nature of the agreement, kicking off ahead of the highly anticipated 2026 season with its new engine regulations, suggests a deep, long-term commitment. It indicates both parties see this as more than a sponsorship, but a strategic collaboration to drive excellence and engage a global community. As Nu continues its journey to build a global brand, its presence on the world's fastest stage will be a clear signal of its ambition.