Standard Chartered shifts gears with Formula 1 in 2026 global partnership
The bank bets on sports hospitality and brand equity as F1’s commercial engine revs up
Standard Chartered has signed a multi-year agreement to become the Official Wealth Management and Corporate and Investment Banking Partner of Formula 1 starting in 2026. The partnership gives the bank front-row access to F1’s 1.6 billion-strong viewership and race-day hospitality circuits across 19 of the 21 host markets where it already operates.
This article explores what this tie-up means for global marketers, financial brands, and gender equity in motorsport. It also dissects how Standard Chartered plans to turn F1’s roaring commercial machine into a client engagement vehicle — and why its alignment with F1 Academy signals deeper investment in inclusion.
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Here’s a table of contents for quick access:
- What the Standard Chartered and Formula 1 deal includes
- Why Formula 1 is becoming a magnet for global brand deals
- What marketers should know
Patrecia Meliana
What the Standard Chartered and Formula 1 deal includes
Set to launch in 2026, the partnership names Standard Chartered as Formula 1’s official partner across wealth management and corporate and investment banking. It will also extend to F1 Academy, the all-female racing series aimed at fostering female talent on and off the track.
The deal includes:
- Access to F1’s global race calendar, where the bank will deploy enhanced trackside branding, hospitality, and VIP activations for clients.
- Branded visibility across 1.6 billion global viewers in F1’s broadcast ecosystem.
- Exclusive client experiences tied to marquee race events.
- Sponsorship of F1 Academy to support inclusion and female career development in motorsport.
According to Standard Chartered executives, the move reflects a desire to create high-touch, high-performance experiences for clients in markets where both the bank and the sport have deep reach. The bank operates in 19 of the 21 current F1 race host markets.
Why Formula 1 is becoming a magnet for global brand deals
Formula 1’s commercial engine is firing on all cylinders. With 827 million fans globally — and a particularly strong showing among under-35s and women — the sport has become a prime target for multinationals looking to scale reach and relevance.
Last week, KitKat also unveiled a global F1 deal. The Nestlé brand launched an F1-shaped chocolate and promotional campaign timed to the Australian Grand Prix in March 2026, treating Australia and New Zealand as pilot markets.
For financial institutions like Standard Chartered, this type of sports sponsorship enables more than visibility — it offers a live platform for brand building, client engagement, and corporate storytelling. And with F1 increasingly positioning itself as inclusive and innovation-led, the alignment strengthens the bank’s global identity as a forward-facing brand.
What marketers should know
This isn’t just about logos on fences. Standard Chartered’s Formula 1 play unlocks key strategies relevant to B2B and brand marketers alike:
- Hospitality as a client experience differentiator
Live sports partnerships offer high-value touchpoints for relationship marketing. Expect more wealth and B2B brands to deploy global sports access as a loyalty and CX asset.
- Female-focused programs are now a sponsorship must
Standard Chartered’s investment in F1 Academy reflects a larger shift: inclusion isn’t a side program — it’s a brand equity play. Gender-focused initiatives are increasingly non-negotiable in premium sponsorships.
- Follow the footprint
F1’s race calendar maps closely to high-growth emerging markets. For brands with a cross-border footprint, aligning with F1 offers instant credibility and contextual access.
- Partnerships > ads
Brand-building is becoming experience-led. Deep partnerships with cultural properties like F1 create longer-lasting engagement than traditional ad campaigns — especially when coupled with exclusive access and purpose-driven messaging.
