Tinder becomes Formula E's first-ever dating app partner for London E-Prix
- Adam Prescott
- 2 hours ago
- 2 min read
Tinder has signed on as the official Sparking Connections partner of the 2026 Hankook London E-Prix, its first move into motorsport anywhere in the world.
A first for both sides
Tinder has become the first dating app to partner with Formula E, taking the title of official Sparking Connections partner for the 2026 Hankook London E-Prix in August. It's a new kind of sponsor for the series, and a first motorsport tie-up for Tinder anywhere in the world.
The deal sits within Tinder's wider EMEA marketing push, part of a shift in how the app talks about itself: less swipe-and-scroll, more about showing up and putting yourself out there, whether that's on a first date or on a street circuit in the middle of London.
Girls on Track and the Women's Test as the common ground
Formula E has pointed to its Girls on Track programme and its dedicated Women's Tests as the natural link between the two brands, framing itself as a series actively trying to get more women on the grid rather than treating it as a side project. Tinder's own user base, spanning every background and identity, is being positioned as the parallel: a platform built on people showing up as themselves.
Sustainability as part of the pitch
Formula E remains the only sport with B Corp certification, and that status featured heavily in how the partnership was put together. Tinder's largely Gen Z user base increasingly expects the brands it uses to stand for something, and Formula E's environmental and social record gives the app a partner it can point to without much explaining.
What they said
Paolo Lorenzoni, VP Marketing EMEA at Tinder:
“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:
“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.”
What's next
The Hankook London E-Prix returns in August 2026, with Tinder's branding set to feature across the race weekend as Formula E continues to widen its roster of partners beyond the usual automotive and tech names.
