Empower Expands Sports Sponsorships with F1 Miami Grand Prix Deal
Event summary
- Empower becomes an Official Event Supporter of the 2026 Formula 1® Crypto.com Miami Grand Prix, held May 1-3.
- The partnership includes naming rights to select locations, immersive brand activations, and integrated digital/social media elements.
- Empower will feature prominently with the Empower Vista at Turn 1 and Sunrise Key presented by Empower fan zone.
- U.S. Formula 1 fanbase grew to 52 million in 2025, with 40% of Gen Z fans more likely to consider products from F1 sponsors.
The big picture
Empower’s partnership with the Formula 1® Crypto.com Miami Grand Prix aligns with its strategy to engage younger, affluent audiences through high-profile sports sponsorships. The deal underscores the financial services firm’s push to associate its brand with innovation and performance, mirroring broader industry trends where companies use sports marketing to build long-term relevance with next-generation consumers. With $2 trillion in assets under administration, Empower’s move highlights the scale at which it is investing in brand visibility beyond traditional financial services channels.
What we're watching
- Brand Alignment
- How Empower’s association with high-performance sports will impact its perception among younger, affluent investors.
- Fan Engagement
- Whether the immersive activations at the Miami Grand Prix can translate into measurable client acquisition or retention.
- Market Expansion
- The pace at which Empower will leverage this partnership to strengthen its presence in the growing U.S. sports sponsorship landscape.
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