Visa is going all in on Formula 1.
The payments giant announced a four-year contract extension through 2030 that expands its partnership across Oracle Red Bull Racing and Visa Cash App Racing Bulls. The deal gives Visa enhanced branding on the RB22 — including front wing placement on Max Verstappen and Isack Hadjar's cars — plus exclusive rights within the retail banking category and expanded pass-through rights.
Why This Deal Matters
Visa's F1 strategy isn't traditional sponsorship. CMO Frank Cooper told the Associated Press that the company has moved beyond adjacency:
"Being a traditional sponsor means simply being adjacent to the property you paid money for. You get a logo. We decided we can do more."
The approach centers on fan experience and driver access — lessons Visa drew from the popularity of Netflix's Drive To Survive. Cooper believes fans want proximity, not just logos, and that's shaping how Visa activates across paddock hospitality, content, and experiential programming.
The Naming Controversy That Wasn't
When Visa first title-sponsored Red Bull's second team, the internet had a field day with the name. "Visa Cash App Racing Bulls" became a meme overnight. But Cooper isn't bothered: "When people embrace what you're doing, they'll find a way to talk about your name in a positive light."
What's Included
- Title partnership of Racing Bulls and F1 Academy (all-female program)
- Front wing branding on Red Bull RB22
- Exclusive retail banking category rights across both teams
- Enhanced hospitality and paddock access
- Expanded pass-through rights for co-marketing
The Bigger Picture
Visa is backing every car across all Red Bull entities in F1 and F1 Academy. That's a comprehensive bet on motorsport at a time when F1 viewership continues to surge, particularly in the US market.
For brands evaluating sports sponsorship ROI, the Visa playbook is instructive: don't just buy logo placement — invest in access, content, and fan proximity. The days of passive sponsorship are numbered.
