Formula 1 is Again on the Radar of the Trading Industry

In recent years, Formula 1 has seen a surge in global popularity, attracting renewed interest from a range of industries. Among them, CFD brokers and cryptocurrency companies are making a notable return to the sport. We are now witnessing a second major wave of sponsorship deals between brokers and F1 teams. Finance Magnates takes a closer look at this trend, exploring the motivations behind these partnerships and whether they offer a worthwhile return.

In 2019, Finance Magnates Intelligence published an analysis on CFD brokers sponsoring F1 teams. The conclusion was clear: motorsport sponsorship holds strong potential for the FX/CFD industry. Both worlds evoke similar emotions—technology, speed, adrenaline, and money. But as with motorsport itself, sponsoring an F1 team carries inherent risk. A broker considering such a deal needs not only financial readiness but also a well-crafted marketing strategy. The real value lies beyond simple logo placement during a race; it requires effort to activate the sponsorship—through events, driver meet-and-greets, car presentations, and more.

Today, it’s worth revisiting this topic, as Formula 1 is living a new, better life, a digital revival that’s changing the sponsorship game entirely.

In 2017 the US based Liberty Media bought F1 from Delta Topco, owned by investment firms( including CVC Capital Partners) and run by Bernie Ecclestone.  Liberty Media’s acquisition of F1 in 2017, followed by the unexpected success of Netflix’s Drive to Survive, has transformed the sport’s global image. The series introduced F1’s human side to millions of new fans, especially younger audiences in the U.S. and Asia. What was once a European-centric sport has become a year-round entertainment product. For sponsors, this means far more than race-day visibility; it’s now about being part of an ongoing narrative that reaches audiences even between Grands Prix.  

Simultaneously, F1’s social media growth has been extraordinary. Under Bernie Ecclestone, digital channels were neglected. Liberty took the opposite approach, embracing Instagram, TikTok, YouTube, and more. The result? F1 became the fastest-growing major sports league online. Teams and drivers push out constant content—behind-the-scenes footage, highlights, memes—creating new avenues for sponsors to engage with fans through digital campaigns, influencer partnerships, and interactive content.

For digitally focused brands, such as those in the FX/CFD space—this is a perfect fit. Today’s marketing is ROI-driven, relying on data and measurable outcomes. F1’s expanded digital presence offers detailed analytics and performance tracking, making it possible to assess and optimise campaign effectiveness. Moreover, these opportunities extend beyond just race weekends; the sport’s year-round digital buzz offers continual chances for activation.

In essence, F1’s digital revival has elevated sponsorship potential dramatically. But the core truth from 2019 still applies: a successful deal demands strategic execution. Done right, it’s no longer about exposure alone—it’s about engagement, storytelling, and tangible returns.

For CFD brokers seeking impactful sponsorships, Formula 1 offers a uniquely strategic fit. The alignment between the two industries runs deeper than surface-level brand visibility—it’s about shared values, audience compatibility, and clear differentiation from other mainstream sports.

At their core, both F1 and the world of CFD trading are driven by similar principles: speed, technology, precision, and innovation. Just as F1 teams leverage cutting-edge engineering and data analysis to gain milliseconds on the track, successful CFD brokers rely on advanced platforms, lightning-fast execution, and continuous innovation to serve their clients. Both domains thrive in environments where performance is measured in fractions and margins matter. For a broker, partnering with a sport that mirrors these values reinforces brand credibility and strengthens messaging around technological excellence.

This opinion is being echoed by Stephen Pearson, CEO Sports Media Gaming: “Formula1 as a sport remains highly synergistic to brokers. It is all about speed and technology. Formula1 now brings 24 races to 21 different countries around the world allowing the sponsors to activate in multiple markets.“

Beyond values, F1’s audience profile is a natural match for the CFD industry. The sport attracts a sophisticated, global, and tech-savvy fanbase—exactly the demographic that brokers aim to reach. F1 fans tend to be highly engaged with digital platforms, financially aware, and comfortable with technology—making them ideal candidates for online trading. Moreover, the sport’s expanding footprint in key financial hubs such as the UK, Singapore, the UAE, and the U.S. creates targeted opportunities for brokers to activate their brand in high-value markets.

Crucially, F1 sponsorship also offers clear differentiation from more saturated sports like football. While football commands huge global viewership, its sponsorship space is crowded and often focused on mass consumer brands. F1, in contrast, provides a more premium, focused positioning. The exclusivity of the paddock, the global yet elite image of the sport, and the emphasis on innovation make it a more fitting platform for financial and technology-driven brands. For CFD brokers, this means less brand clutter and a more relevant context to tell their story.

Sponsoring a Formula 1 team can deliver far more than just a logo on a car—it’s a powerful driver of brand visibility, business growth, and even internal culture. For CFD brokers operating in a highly competitive and often commoditised market, F1 partnerships offer a rare opportunity to elevate brand perception and drive meaningful business impact.

First and foremost, the boost to brand credibility and awareness is significant. Formula 1 is associated with cutting-edge technology, precision, and elite performance—qualities that translate naturally to the image of a professional, reliable broker. When clients see a broker’s brand aligned with a top F1 team, it sends a message of financial strength, global ambition, and long-term commitment. This can be particularly valuable in the FX/CFD space, where trust and reputation are critical factors in client acquisition and retention

Marc Despallieres from  Vantage Markets revealed to us: “Partnering Scuderia Ferrari HP, one of the most iconic and admired names in motorsport, brought immediate credibility and visibility to the Vantage brand. It strengthened our positioning in the markets where we operate, and opened doors to deeper engagement with clients, partners, and prospects across the world.”

In terms of client engagement, F1 sponsorships open the door to creative marketing activations that go far beyond race-day advertising. Exclusive events, meet-and-greets with drivers, VIP paddock experiences, branded content, and interactive campaigns all give brokers new ways to engage clients and prospects on an emotional level. Such experiences foster loyalty, deepen relationships, and can drive higher lifetime value from existing clients—while also attracting new audiences through the sport’s growing digital ecosystem.

An often-overlooked benefit is the internal impact. Sponsorship of an elite sport like F1 can be a powerful source of alignment and motivation within the broker’s organisation. Employees take pride in seeing their company associated with a prestigious global brand, which can boost morale and enhance team cohesion. It also creates a common narrative for marketing, sales, and client-facing teams, helping unify the company’s messaging across markets.

An F1 sponsorship—when strategically activated—offers a multidimensional return: it strengthens brand credibility, increases awareness in key markets, engages clients on a deeper level, and inspires internal teams. For CFD brokers looking to stand out and grow in an increasingly competitive landscape, the business impact can be significant and lasting.

As Formula 1 continues its global expansion, sponsorship strategies are also evolving. One emerging trend that’s particularly relevant for CFD brokers is the rise of individual driver endorsements, which offer new ways to personalise marketing and create regional impact.

A prime example is Lewis Hamilton’s  partnership with CFI. Rather than sponsoring an entire team, CFI chose to work directly with one of the sport’s most recognisable and influential figures. This approach brings several advantages. First, it allows brands to build campaigns around the driver’s personal story, style, and following—creating a more authentic and emotionally resonant connection with target audiences. For brokers in particular, this level of personalisation can translate to more effective customer acquisition and engagement, as campaigns feel less corporate and more relatable.

Stephen Pearson, CEO Sports Media Gaming, explains: “CFI’s sponsorship of Lewis Hamilton is a good example where the broker has taken arguably the highest-profile driver at this time of moving to Ferrari and producing some very strong above the line and digital activations with him.  Whilst this personal endorsement doesn’t give any rights to Ferrari, of course there is an indirect association that the broker has generated to Ferrari itself by sponsoring the main driver.”

Driver endorsements also provide greater flexibility for regional marketing. Different drivers hold varying levels of popularity in different markets. For instance, a European driver may resonate strongly in Germany or the Netherlands, while a Latin American star might offer greater appeal in emerging South American markets. By aligning with specific drivers, brokers can tailor their messaging and activations to match local preferences and cultural nuances—an edge that’s much harder to achieve through more generic, global sponsorships like those often seen in football.

This strategic flexibility offers a clear competitive advantage. In football, ambassador deals are typically broad and lack the precision targeting that today’s marketing demands. F1’s individual drivers, by contrast, come with distinct personal brands and loyal, digitally connected fanbases. For CFD brokers—who operate in a world where customer experience and targeted engagement are key—this creates an opportunity to craft campaigns that are both more differentiated and more effective.