Platforms · Software · Providers · Markets
Forex and CFD firms are building out Formula 1 sponsorships as the sport's audience grows, according to a report published on 30 October 2026. Formula 1 had more than 830 million fans, up 12% year-on-year. XMTrading, IC Markets, Libertex, Pepperstone, AvaTrade, INFINOX and Vantage are among the brokers now associated with the sport.
FxPro has a longer history in the paddock than the newer sponsors. Its current deal with McLaren began in 2018, after earlier Formula 1 team sponsorships involving BMW Sauber and Virgin Racing. The shift is not just about putting a logo on a car: the report describes firms using team relationships for ongoing client and partner engagement.
The commercial case comes with a material price tag and an operational one. Rights can span race weekends, hospitality, content and activities across different markets. For brokers, that means the work does not end with signing a sponsorship agreement; delivery depends on how each activation is planned, staffed and connected to commercial goals.
The spending figures behind Formula 1
| Measure | Reported figure |
|---|---|
| Total Formula 1 sponsorship investment, Ampere Analysis | Exceeded US$3 billion |
| Team sponsorship revenue, Ampere Analysis | More than US$2 billion |
| Commercial rights holders' contribution, Ampere Analysis | US$1 billion |
| Technology sponsorship, SponsorUnited's Formula 1 Sponsorship Intelligence Report 2025 | US$543 million, the largest sector |
| Financial services | Second-largest sponsor category; no amount stated |
| Team partnerships | US$5 million to US$20 million per season; prominent deals may cost more |
How brokers put partnerships to work
The pitch, as presented in the report, is that Formula 1 combines an international audience with a calendar that gives brands repeated opportunities to reach clients and business partners. The Finance Magnates report says brokers see a fit between trading platforms and qualities associated with racing, including precision, speed, technology and decisions made under pressure. Those are the firms' brand associations, not evidence of an effect on trading outcomes.
FxPro has used its McLaren relationship for content, including the Strategy Debrief series, which the report says offers a view of race strategy and decisions behind the scenes. Pepperstone's work with Aston Martin Aramco has included client and partner events such as pit-lane dinners, yacht hospitality in Monaco, driver meetings, garage visits and track days at Silverstone. The examples show two different activation formats: editorial content and in-person experiences.
Formula 1's race calendar also gives brokers a mix of settings. The report contrasts established circuits such as Silverstone and Monza with races in Monaco, Singapore, Miami, Las Vegas and Abu Dhabi.
A sponsor may adapt events for different audiences, but each location brings its own circuit, organisers, transport arrangements, hospitality provision and surrounding programme. Guest invitations and travel planning therefore sit alongside the content and commercial work.
Hospitality can include Paddock Club access, garage tours, pit-lane walks and appearances by drivers. Brokers may use these experiences with introducing brokers, affiliates, institutional partners, VIP clients or prospective customers. The report also points to concerts, fan events, factory access and conversations with team staff as possible parts of a wider programme. It argues that sponsors should look for ways to contribute products, technology or services to the broader Formula 1 operation, rather than treating the deal only as a purchase of rights and access.
The integration question
For infrastructure teams, the source does not identify any broker platform integration, data exchange or technical deployment arising from these sponsorships. That leaves practical questions for a firm assessing a deal: how will invitations, guest lists and event changes be handled, and where will engagement records sit? If content or events are intended to support acquisition, what will connect those activities to the firm's existing reporting and customer workflows?
Teams should also clarify what the rights holder expects in return if a broker proposes embedding its products or technology, and how both parties will assess the value created. The report gives no figures for activation budgets, staffing requirements or measured customer results. Those remain items for a broker to establish before committing systems and people across a season of races.
