Tinder becomes Formula E’s first dating-app partner for London E-Prix

Tinder joins Formula E for 2026 London finale

Tinder has become the first dating app to partner with the ABB FIA Formula E World Championship after being named the official Sparking Connections partner of the 2026 Hankook London E-Prix.

For Tinder, the deal marks an important step in its EMEA positioning. The company describes modern dating as joyful and unpredictable, with the partnership intended to reflect the courage involved in showing up and taking a chance. Fans attending the London finale will therefore encounter a collaboration built around experiences on and off the track.

Inclusion and sustainability at the centre

Inclusion is a central theme of the partnership. Formula E points to initiatives including FIA Girls on Track and dedicated Women’s Tests as part of its commitment to empowering young women, challenging barriers and encouraging the next generation of female racing talent.

Tinder says the same principle is reflected in its platform, where people from different backgrounds and identities seek connection. Both brands argue that opportunity and participation should be shaped by openness rather than outdated conventions.

Sustainability is another key link. Formula E is described as the world’s first and only sport to achieve B Corp certification, while Tinder identifies environmental responsibility as an important consideration for its Gen Z audience. The championship’s social and environmental focus consequently makes it a natural partner for the dating platform, according to the announcement.

Tinder VP Marketing EMEA Paolo Lorenzoni said the company was drawn to a sport that believes women belong “at the front of the grid”, while Formula E Chief Marketing Officer Ellie Norman called Tinder a natural fit because of its focus on genuine human connections.

The Hankook London E-Prix will bring the partnership to its first major stage in August, combining sport, entertainment and innovation at Formula E’s 2026 finale.