Tinder has been announced as the Official Sparking Connections Partner of the 2026 Hankook London E-Prix, becoming the first dating app to partner with the ABB FIA Formula E World Championship.
The partnership will debut at the season-ending London E-Prix in August and brings together two brands that say they are united by a shared commitment to authentic connection, inclusion and sustainability.
Paolo Lorenzoni, Vice President of Marketing for EMEA at Tinder, said the partnership reflected the company’s values and vision for modern relationships.
“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.”
The collaboration marks Tinder’s first involvement with Formula E and forms part of the company’s evolving strategy in Europe, the Middle East and Africa, positioning itself as a platform that celebrates modern dating through authenticity, confidence and self-expression.
Formula E says the partnership extends beyond branding, with both organisations highlighting inclusion as a core part of their identity.
The all-electric championship has introduced several initiatives aimed at increasing diversity within motorsport, including the FIA Girls on Track programme and dedicated Women’s Tests, designed to encourage more young women to pursue careers and opportunities in racing.
Tinder says that same philosophy is reflected across its platform, where millions of people from different backgrounds and identities connect every day, with both brands seeking to create spaces where participation is driven by openness rather than convention.
Formula E’s sustainability credentials also played a significant role in the partnership. As the world’s first and only sport to achieve B Corp certification, the championship has committed to meeting high standards of social and environmental responsibility, an area that aligns closely with Tinder’s younger audience and its own sustainability ambitions.
Formula E Chief Marketing Officer Ellie Norman said the collaboration was a natural fit.
“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.”
The 2026 Hankook London E-Prix will see Tinder activate throughout the event, bringing its “Sparking Connections” campaign to fans attending Formula E’s season finale as the championship continues to blend elite motorsport with entertainment, technology and culture.
