Jonas LeoThe agreement, formally disclosed on January 27, 2026, establishes Standard Chartered as Formula 1’s official wealth management and corporate and investment banking partner. This strategic alliance is designed to leverage Formula 1’s unparalleled global reach and affluent audience while simultaneously providing crucial backing for the F1 Academy, aiming to foster the next generation of female talent in motorsport.
Under the terms of the multi-year deal, Standard Chartered will integrate its brand and services across the extensive F1 calendar. This includes developing new fan experiences and orchestrating exclusive trackside activations tailored for the bank’s clientele and invited guests. These initiatives are expected to enhance engagement for Standard Chartered’s high-net-worth clients by offering unique access and insights into the Formula 1 ecosystem, aligning with the premium service and global connectivity that the bank emphasizes.
Beyond the pinnacle of motorsport, the partnership extends its influence to the F1 Academy, a critical initiative launched by Formula 1 in 2023 to address the historical underrepresentation of women in racing. Standard Chartered’s involvement is specifically aimed at advancing the development of female talent and skills across all facets of motorsport, encompassing both on-track competition and broader off-track roles within the industry. This commitment underscores a shared vision for diversity and inclusion, providing tangible support for aspiring female drivers and professionals.
Formula 1 CEO Stefano Domenicali expressed enthusiasm for the collaboration, highlighting the synergy between the two global entities. "I am thrilled to welcome Standard Chartered, an incredible financial powerhouse, as a new partner to Formula 1," Domenicali stated. "We are both truly global in nature, sharing fantastic locations around the world with the desire to drive performance and create experiences that excite people and bring them together. With Standard Chartered’s support for F1 Academy, I can’t wait to have them join us in the paddock and see what we can achieve together." Domenicali’s comments underscore F1’s continued strategy to attract leading international brands that resonate with its global appeal and align with its developmental objectives.
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The commercial growth of Formula 1 under Liberty Media, which acquired the sport in 2017, has been marked by a significant expansion in global viewership, particularly in key markets such as the United States, propelled by initiatives like the "Drive to Survive" documentary series. This surge in popularity has made F1 an increasingly attractive platform for global corporations seeking to enhance brand visibility and engage with a diverse, affluent audience. The addition of a financial services giant like Standard Chartered reflects this sustained commercial momentum and F1’s position as a premium marketing asset.
Standard Chartered’s leadership articulated the strategic rationale behind the partnership from a financial services perspective. Judy Hsu, CEO of Wealth and Retail Banking at Standard Chartered, emphasized the alignment with their client base. "As a leading international wealth manager, we will draw on our international network and expertise to bring clients closer to the excitement of F1," Hsu explained. "Our clients value premium service, innovation and seamless global connectivity, and this partnership will unlock exclusive experiences for them." Hsu further elaborated on the F1 Academy component, adding, "Our support for F1 Academy reinforces our commitment to championing female talent and developing the next generation of motorsport talent across our unique footprint." This dual focus highlights the bank’s intention to cater to its existing clientele while also contributing to broader societal initiatives.
Roberto Hoornweg, CEO of Corporate and Investment Banking at Standard Chartered, reinforced the strategic fit, particularly concerning the bank’s extensive international network. "We’re proud to become an Official Partner to F1, which shares our relentless commitment to high performance, innovation, a world-class client experience, and distinctive global connectivity," Hoornweg commented. He also pointed to the geographical overlap: "F1’s footprint reflects our own cross-border network, with our presence in 19 out of 21 F1 race markets and many other countries where clients enjoy watching one of the most exciting, fastest-growing sports in the world." This extensive geographical alignment provides a natural platform for integrated marketing and client engagement across key global markets where both F1 and Standard Chartered have significant operations.
The F1 Academy, which debuted its first season in 2023, was established with the explicit goal of creating a clear pathway for female drivers to progress through the motorsport ranks. The series features single-seater cars, with all ten Formula 1 teams each backing a driver, providing crucial financial and technical support. This structure is designed to equip young female racers with the necessary skills and experience to compete in higher categories like Formula 3 and Formula 2, ultimately aspiring to Formula 1. Standard Chartered’s involvement is expected to provide additional resources, potentially funding development programs, mentorship initiatives, and expanding the reach of the F1 Academy to identify and nurture talent from diverse backgrounds. This investment aligns with a broader industry push to foster diversity and inclusion, addressing historical barriers that have limited female participation at elite levels of motorsport.
The partnership also signals a deepening commitment from global brands towards social responsibility and talent development, particularly in areas where historical disparities exist. By supporting the F1 Academy, Standard Chartered is not merely engaging in brand promotion but actively investing in the future of a sport and its efforts to become more inclusive. This type of corporate backing is vital for development series, which often rely on external funding to provide equitable opportunities for aspiring athletes.
The "new fan experiences" promised by the partnership could manifest in various forms, ranging from bespoke hospitality packages at Grand Prix events to digital content collaborations that offer unique insights into the world of F1 and its financial intricacies. For Standard Chartered’s clients, this could mean access to driver meet-and-greets, behind-the-scenes tours of team garages, or exclusive analytical sessions on the business of F1, enhancing their engagement with the sport beyond traditional viewership. These activations are crucial for modern sports partnerships, moving beyond simple logo placement to create immersive and value-driven interactions.
The multi-year nature of the deal from 2026 suggests a long-term strategic vision for both parties. For Formula 1 and F1 Academy, it provides financial stability and a robust platform for continued growth and talent development. For Standard Chartered, it offers a powerful global marketing channel to reach a desirable demographic, reinforce its brand values of performance and innovation, and demonstrate its commitment to diversity and inclusion through its support of the F1 Academy. This comprehensive partnership is poised to generate significant benefits across the Formula 1 ecosystem, enhancing fan engagement, fostering talent, and strengthening the commercial foundations of the sport.
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Author Profile
- Jonas Leo is a passionate motorsport journalist and lifelong Formula 1 enthusiast. With a sharp eye for race strategy and driver performance, he brings readers closer to the world of Grand Prix racing through in-depth analysis, breaking news, and exclusive paddock insights. Jonas has covered everything from preseason testing to dramatic title deciders, capturing the emotion and precision that define modern F1. When he’s not tracking lap times or pit stop tactics, he enjoys exploring classic racing archives and writing about the evolution of F1 technology.
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