Nasdaq partners with Mercedes-AMG PETRONAS to boost tech presence in Formula 1

Mercedes-AMG PETRONAS F1 Team and Nasdaq launch multi-year partnership to combine innovation, branding, and global reach across motorsport and finance.

Mercedes-AMG PETRONAS and Nasdaq have entered into a long-term partnership, merging their ambitions at the intersection of technology, finance, and motorsport. Far from being just a branding move, both organizations describe it as a strategic alliance between two performance-driven cultures with global mindsets.

Starting with the Miami Grand Prix, Nasdaq’s branding will appear on key Mercedes team structures — including the Pit Wall Canopy and Engineers’ Central Island Station. This ensures immediate visibility for trackside fans and global broadcast audiences. Beyond logos, the collaboration includes co-branded content, merchandise, and marketing projects tailored to Formula One’s international fanbase.

Mercedes-AMG PETRONAS Team Principal Toto Wolff emphasized that the partnership is rooted in shared values: a commitment to technological progress, resilience, and adaptive growth. Nasdaq CEO Adena Friedman added that this collaboration will enhance the company’s client relationships, particularly as many of Mercedes’ existing partners are already listed on the Nasdaq exchange.

Formula One has evolved into a global platform that fuses marketing, engineering innovation, and media influence. Nasdaq’s first major sports sponsorship is seen as a calculated bet — tapping into F1’s tech-savvy, youthful audience perfectly aligns with the image Nasdaq wants to project. According to the team, a third of its partners already trade on Nasdaq, reinforcing the synergy behind the move.

Another key element will be Mercedes-AMG PETRONAS’ involvement at Nasdaq MarketSite in New York. Known for its bell ceremonies and towering digital displays in Times Square, the venue offers clear opportunities to boost the partnership’s reach in the U.S. market.

As Nasdaq’s Chief Marketing Officer Brian Buckley put it, the goal is to showcase how precision, innovation, and strategy can drive success — both on the racetrack and across global financial systems. His statement reflects a growing convergence where fan passion and investor focus increasingly go hand in hand.

Source: mercedes-benz.com