The Mercedes-AMG PETRONAS F1 Team has announced three significant partnership agreements, underlining its long-term commercial and innovation roadmap as Formula 1 approaches the 2026 regulatory reset and a new phase of global growth. The multi-year agreements bring together global fintech platform Nu, premium lifestyle and hospitality brand Zuma, and technology leader Microsoft, reflecting the team’s ambition to build a diversified ecosystem that extends beyond racing performance into digital engagement, experiential hospitality, and enterprise-level technology.
Nu joins Mercedes-AMG PETRONAS F1 Team as official partner
As part of the new commercial slate, the team has entered into a multi-year global partnership with Nu, appointing the digital financial services company as an official team partner.
The collaboration is designed to connect Nu’s fast-growing international customer base with F1’s highly engaged global audience. With a strong footprint across Latin America and expansion plans in additional markets, Nu will activate the partnership through digital content, fan-centric experiences, and integrated brand touchpoints across the F1 calendar.
Toto Wolff, CEO & Team Principal, Mercedes-AMG PETRONAS F1 Team, said, “Innovation and disruption are at the heart of everything we do, and our partnership with Nu reflects those joint values. We have a shared commitment to pushing boundaries and finding smarter, more efficient ways to perform. We look forward to working together to drive such excellence through the partnership.”
Zuma partnership adds lifestyle and hospitality dimension
The team has also entered a multi-year collaboration with Zuma, marking a move into premium lifestyle and experiential partnerships.
Under the agreement, Zuma becomes the team’s official lifestyle and dining partner, curating high-end hospitality experiences across selected Grand Prix weekends and team-hosted events. The partnership will span key global markets, blending fine dining, culture, and entertainment with Formula 1’s elite sporting environment.
Rich Sanders, Chief Commercial Officer, Mercedes-AMG PETRONAS F1 Team, said, “We are delighted to welcome Zuma into the Mercedes AMG PETRONAS F1 Team ecosystem. Their global reputation for curating exceptional lifestyle and dining experiences aligns perfectly with our ambition to deliver world-class hospitality to our partners, guests, and fans. Integrating them into our programme strengthens the breadth of what we can offer across our international footprint and brings a fresh dimension to how people connect with our team.”
Microsoft’s partnership embeds technology from the factory to the circuit
Completing the trio of announcements is a multi-year partnership with Microsoft, focused on driving performance, collaboration, and innovation across the team’s entire operation.
Microsoft’s cloud, data, and enterprise technologies will be integrated throughout the team’s Brackley and Brixworth facilities, as well as trackside operations. The partnership will support the analysis of vast volumes of performance and simulation data, enhance real-time decision-making during race weekends, and accelerate development cycles both on and off the circuit.
Judson Althoff, CEO, Microsoft commercial business, said, “This partnership puts Microsoft’s cloud and enterprise AI technologies at the heart of racing performance, where milliseconds matter, and data determines outcomes. Together with the Mercedes-AMG PETRONAS F1 Team, we are harnessing data and turning it into real-time intelligence that powers faster decisions, smarter strategies, and sustained competitive advantage both on and off the track.”
Beyond performance gains, the partnership is also expected to improve productivity and collaboration across engineering, strategy, and operational teams, reinforcing technology’s growing role as a competitive differentiator in modern Formula 1.
Collectively, the three partnerships highlight Mercedes-AMG PETRONAS F1 Team’s evolving commercial approach, one focused on long-term value creation, innovation, and brand relevance rather than traditional logo-led sponsorship models.
By aligning with partners across fintech, lifestyle, and enterprise technology, the team continues to position itself as a global platform for premium brands seeking to scale, engage, and establish credibility within one of the world’s fastest-growing sports properties.
As Formula 1’s audience grows and expectations evolve, these agreements signal Mercedes-AMG PETRONAS F1 Team’s intent to lead both on and off the track.
