Tinder Becomes Formula E’s First Official Dating App Partner
Tinder has announced a new partnership with the ABB FIA Formula E World Championship, becoming the first dating app to sponsor the electric racing series. The agreement sees Tinder named the official “Sparking Connections” partner of the 2026 Hankook London E-Prix, which takes place at ExCeL London on 15 and 16 August.
The collaboration marks Tinder’s first motorsports partnership and reflects the company’s broader brand positioning around encouraging real-world connections. Rather than focusing solely on online interactions, Tinder said the partnership is intended to celebrate the experience of modern dating and the confidence involved in making the first move.
According to Tinder, the partnership also aligns with values shared by both organisations. Formula E has highlighted initiatives including FIA Girls on Track and its Women’s Tests programme, which aim to increase opportunities for women in motorsport. The championship also places sustainability at the centre of its identity, becoming the world’s first sport to achieve B Corp certification. Tinder said these themes resonate with its predominantly Gen Z audience, many of whom increasingly expect brands to demonstrate commitments beyond their core products.
Paolo Lorenzoni, Vice President of Marketing for Tinder EMEA, said Formula E’s emphasis on inclusion was a key reason behind the collaboration. Formula E Chief Marketing Officer Ellie Norman added that both organisations are focused on creating experiences that are “inclusive, progressive and culturally relevant” for younger audiences.
The announcement comes as dating platforms continue expanding their marketing beyond traditional digital channels. In recent years, apps have increasingly partnered with live events, festivals and sports properties to strengthen brand awareness and encourage offline interaction among users. For Tinder, the Formula E partnership also provides access to a new audience with multiple shared interests – potentially meaning a lot of very straightforward matches between fans.
