Tinder and Formula E Announce Brand Partnership

Tinder has become the first-ever dating app to partner with Formula E. 

The company has been named as Formula E’s ‘Sparking Connections’ partner for the 2026 Hankook London E-Prix, which will be taking place in August 2026. 

According to the companies, this partnership has been designed to bring together two forward-looking brands over shared values of authentic connection and self-expression. 

“When we look at brand partnerships, we don’t like to play it safe,” Ellie Norman, Chief Marketing Officer of Formula E, says on LinkedIn. “At Formula E, we are equal parts rebel and creator. We are not the ‘electric version’ of an old sport; we are a proving ground for what sport and entertainment can become.”

Shared brand values

This partnership hinges on a shared commitment to inclusion, with Formula E running dedicated initiatives to empower women in motorsport – such as the FIA Girls on Track project.

The project works with young women aged between 12 and 18, offering career talks, paddock tours, workshops, career mentoring and simulator experiences – all to help encourage the next generation of female racing talent and increase the representation of women in the sport. 

Tinder, meanwhile, is looking to target Gen Z women experiencing dating app burnout through its recent rebrand, bringing in new options to give women more control over who they interact with and introducing ‘T’ – a fictional dating columnist.

As the first sport to achieve B Corp certification, Formula E is also deeply committed to sustainability – which aligns closely with the values of Tinder’s core Gen Z audience. With 62% of Gen Z shoppers saying they prefer to buy from sustainable brands, according to research from First Insight, sustainability has become a key consideration for Tinder, and partnering with Formula E can help support the company’s positioning as a more sustainable organisation. 

“To drive growth, you have to meet the ‘culture drivers’ exactly where they are, connecting with a future-focused audience through shared experiences,” Ellie writes on LinkedIn. “Tinder is a global cultural force built on human connection. Bringing them onto our grid is about showing what happens when two brands obsessed with progress and community collide.”

Tinder's rebrand

This partnership comes as Tinder unveils its first rebrand in close to a decade, designed to better reflect modern dating for its Gen Z audience. 

“Dating has changed more in the last decade than in the previous 50,” Melissa Hobley, Global Chief Marketing Officer of Tinder, says on LinkedIn. “New language, new methods, new boundaries – and a generation that approaches connection in a way that's more expressive, more fluid and a lot less pressure-filled than what came before.” 

Designed by Porto Rocha, the rebrand includes a refreshed, all-caps logo, new typeface and copywriting inspired by 90s dating advice columnist – all to shift the platform towards a more editorial and premium style designed for Gen Z.

“Working with Porto Rocha, we evolved everything: the flame, the wordmark, the photography and a voice that someone on the team described as 'what if Gen Z had a Carrie Bradshaw,’” Melissa says. “Daring and witty, but warm.”