Formula E: Tinder makes motorsport debut & becomes official partner of the 2026 London E-Prix

Formula E has secured a new partner for the 2026 London E-Prix. Dating app Tinder is entering motorsport for the first time and is set to stage special activations centred around meeting people and making connections at the event.

Tinder will become an official partner of the 2026 London E-Prix. For the event on August 15 and 16, the company will hold the title of "Official Sparking Connections Partner". The name refers to a partnership focused on creating new connections where sparks can fly.

The partnership represents Tinder's first involvement in motorsport. According to Formula E, it is also the first partnership between the electric racing series and a dating app. The collaboration will primarily focus on human connection, self-expression and inclusion. Tinder and Formula E say they are particularly aiming to engage a younger audience.

Tinder & Formula E highlight shared commitment to inclusion

As part of the announcement, the partners highlighted Formula E's efforts to promote women in motorsport. These include the FIA Girls on Track programme and the women's tests held since 2024, which give female racing drivers the opportunity to gain experience in current Formula E cars.

"What drew us to Formula E is that they reflect what we stand for as a brand," says Paolo Lorenzoni, Vice President Marketing EMEA at Tinder. The series believes women "belong at the front of the grid, not as a gesture, but as a conviction."

<p">Sustainability will also play a role in the partnership. Formula E points to its B Corp certification as well as its social and environmental sustainability goals, which have helped it earn recognition as the world's most sustainable racing series for the fifth consecutive year. This is said to align with Tinder's young target audience, which increasingly expects companies to reflect its values.

Formula E promises activations on & off the track

"Tinder is a brand that understands the importance of creating genuine human connections," says Formula E Chief Marketing Officer Ellie Norman. Both companies are seeking to engage a new generation through experiences that are inclusive, progressive and culturally relevant.

The London E-Prix is where sport, entertainment and innovation come together, Norman adds. Together with Tinder, Formula E aims to "create memorable moments for fans on and off the track". The partners have not yet disclosed what specific activations are planned for the London E-Prix.