How Standard Chartered's F1 Partnership Will Boost Growth

Standard Chartered has signed a multi-year agreement with Formula 1 that takes effect for the 2026 season, with the bank named as the Official Wealth Management and Corporate and Investment Banking Partner.

Through the partnership, Standard Chartered will work with Formula 1 to drive global progress on shared values and ambitions, particularly around promoting inclusion through partnership with F1 Academy, which champions and develops female participation in the sport.          

Stefano Domenicali, President and CEO of Formula 1, says: “I am thrilled to welcome Standard Chartered, an incredible financial powerhouse, as a new partner to Formula 1.

“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.”

Revenue over reach in global partnerships

For finance leaders, this is a case study in capital deployment at scale. The bank says it will use the platform for trackside activations and exclusive client experiences – premium levers that can be measured through pipeline generation, win rates and assets under management inflows in priority corridors.

This partnership aligns with a strategic push to expand the affluent and high-net-worth customer base.

With total assets often exceeding US$800bn, the institution has the balance sheet to pursue cross-border mandates as well as wealth growth.

The Formula 1 calendar provides a predictable rhythm for client engagement across host nations, but the onus is on the finance function to tie activity to revenue, not just reach.

Roberto Hoornweg, CEO of Corporate & Investment Banking at Standard Chartered, says: “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.

“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.”

Formula One partnership strategy

The bank intends to integrate branding across digital and physical race assets.

From a financial perspective, execution quality will hinge on three mechanics: data capture, sales integration and cost control.

Digital-first advisory is already a priority, so event-led engagement should feed directly into CRM workflows, pre-qualified meetings and targeted follow-ups.

As part of this partnership, Standard Chartered also says it will support F1 Academy, the organisational initiative focused on developing female talent.

Judy Hsu, CEO of Wealth and Retail Banking for Standard Chartered, says: “As a leading international wealth manager, we will draw on our international network and expertise to bring clients closer to the excitement of F1.

“Our clients value premium service, innovation and seamless global connectivity, and this partnership will unlock exclusive experiences for them.

“Our support for F1 Academy reinforces our commitment to championing female talent and developing the next generation of motorsport talent across our unique footprint.”