Overview of the Partnership
Brazilian financial services giant Nu has announced its entry into Formula 1 as the new sponsor of the Mercedes-AMG Petronas team starting from 2026. This partnership aims to add strategic value in Nu’s key markets – Brazil, Mexico, and Colombia – while expanding the brand’s reach across Latin America, the United States, and other crucial markets.
Nu’s Growth and Relevance
Nu, founded in 2013, has rapidly grown into one of the world’s largest digital financial services platforms, serving over 127 million customers globally. In Mexico alone, Nu has amassed more than 13 million customers and is currently operating under the popular financial society category, awaiting final approval to begin banking operations this year.
Strategic Benefits of the Partnership
According to Nu, this collaboration with Formula 1 offers a premier global platform for enhancing brand recognition and deepening cultural relevance, allowing Nu to connect with over 827 million fans worldwide.
The partnership is particularly advantageous in key markets such as Latin America, the United States, and others where Formula 1 has a strong presence. This aligns with Nu’s long-term international expansion goals while generating immediate value in Brazil, Mexico, and Colombia – countries with a rich motorsports history and millions of enthusiasts.
Engaging Fans through Dynamic Initiatives
Nu highlighted that this alliance will open doors to a wide range of branding and dynamic activation initiatives both on and off the track, designed to create unforgettable experiences for fans.
Through high-impact moments, the collaboration will bring fans closer to the excitement of Formula 1, featuring exclusive involvement from drivers George Russell and Kimi Antonelli, as well as CEO and Team Principal Toto Wolff.
Connecting with Fans in Mexico
Cristina Junqueira, Nu’s co-founder and CEO of the upcoming US subsidiary, emphasized that Formula 1 is one of the few global platforms with fans worldwide. She further noted, “The Mercedes-AMG PETRONAS team, with its rich history, is a key force in this sport. This partnership offers us a unique opportunity to connect with hundreds of millions of fans in Brazil, Mexico, Colombia, the United States, and other markets.”
Mercedes-AMG PETRONAS’s Perspective
Toto Wolff, CEO of Mercedes-AMG PETRONAS F1 Team, expressed his enthusiasm for the partnership: “Innovation and disruption are at the heart of everything we do, and our alliance with Nu embodies those values.”
Key Questions and Answers
- Who is Nu? Nu is a rapidly growing Brazilian financial services giant, offering digital banking solutions with over 127 million customers worldwide.
- What is Nu’s new partnership? Nu has entered into a sponsorship agreement with the Mercedes-AMG Petronas Formula 1 team, starting from 2026.
- Why is this partnership significant? The collaboration aims to strengthen Nu’s brand recognition globally, particularly in key markets like Brazil, Mexico, Colombia, the United States, and others where Formula 1 has a strong presence.
- What benefits will Nu gain from this partnership? Nu expects immediate value generation in Brazil, Mexico, and Colombia while supporting its long-term international expansion goals.
- What fan engagement initiatives are planned? Nu and Mercedes-AMG PETRONAS will collaborate on various branding and activation initiatives, both on and off the track, to create memorable experiences for fans.
