Tinder has entered motorsport sponsorship for the first time after being named the official sparking connections partner of the 2026 Hankook London E-Prix, becoming the first dating platform to partner with the ABB FIA Formula E World Championship.
The agreement, announced ahead of Formula E’s season-ending double-header in London on August 15–16, expands the championship’s sponsorship portfolio into a new consumer category while strengthening Tinder’s strategy of engaging younger audiences through live sport and entertainment.
As part of the partnership, Tinder will activate across the London E-Prix through fan engagement initiatives and immersive experiences designed to celebrate authentic human connections. The collaboration reflects the dating platform’s evolving brand positioning beyond online dating, focusing on confidence, self-expression and meaningful interactions, while aligning with Formula E’s emphasis on innovation, inclusivity and sustainability.
Paolo Lorenzoni, VP Marketing EMEA at Tinder, said, “What drew us to Formula E is that they reflect what we stand for as a brand. This is a sport that believes women belong at the front of the grid, not as a gesture, but as a conviction. At Tinder, the best connections happen when everyone feels equally empowered to show up and go for it. We are proud to bring that energy to London.”
Ellie Norman, Chief Marketing Officer at Formula E, added, “Tinder is a brand that understands the importance of creating genuine human connections, making it a natural fit for Formula E. We’re both focused on engaging a new generation through experiences that are inclusive, progressive and culturally relevant. The Hankook London E-Prix is where sport, entertainment and innovation come together, and we’re excited to welcome Tinder as our Official Sparking Connections Partner to create memorable moments for fans on and off the track.”
For Tinder, the partnership represents a significant milestone in its EMEA marketing strategy as it increasingly positions itself as a lifestyle brand centred on modern relationships and real-world experiences. For Formula E, the agreement reinforces its growing appeal to consumer and lifestyle brands seeking to connect with digitally engaged, Gen Z-led audiences through premium live sporting events.
The announcement also comes at a pivotal stage of the 2025–26 Formula E season. Before the championship concludes in London, the series heads to Tokyo for the TDK Tokyo E-Prix on July 25–26. With only four rounds remaining, the title fight remains finely poised, with Pascal Wehrlein leading the Drivers’ Championship and Jaguar TCS Racing holding a narrow advantage in the Teams’ standings, setting up an intense finish to the season.
