Tinder Partnered With Formula E in 2026
The dating app collaborated with the racing series to highlight women in the sport through a new video series.
Updated on Oct. 6, 2026 in Motorsports
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In 2026, Tinder entered a partnership with Formula E to serve as the Official Sparking Connections Partner for the Hankook London E-Prix. The collaboration launched a digital content series titled Ready. Set. Spark. that features three prominent women drivers.
Why it matters
The partnership aims to increase female visibility within a historically male-dominated industry by spotlighting the women actively shaping modern motorsport. Through this initiative, the brand sought to reach new audiences in international markets.
The Ready. Set. Spark. content series features 3 leading women drivers. The project was filmed across two major 2026 events, the Hankook Berlin E-Prix and the Hankook London E-Prix.
The players
Tinder
Tinder is a mobile dating application that facilitates social connections between users globally.
Formula E
Formula E is an international racing series that exclusively uses electric-powered open-wheel vehicles.
Sophia Forsch
Sophia Forsch is a professional race car driver featured in the Ready. Set. Spark. series.
Marta Garcia
Marta Garcia is a professional race car driver recognized for her competitive career in motorsports.
Abbi Pulling
Abbi Pulling is a professional race car driver who participated in the brand partnership.
The details
Drivers Sophia Forsch, Marta Garcia, and Abbi Pulling participated in the series, answering questions about their personal lives and racing careers while navigating high-speed corners. The resulting content was published on Instagram and TikTok for audiences located in the UK, Germany, and Spain.
Timeline
The partnership between Tinder and Formula E was established in 2026.
Season Trajectory
This story follows a pattern set by the FIA's F1 Academy initiative, which also aims to increase female representation in professional racing. Such partnerships signal a shift in how motorsport properties leverage commercial sponsors to elevate specific demographic groups.
Fans in the UK, Germany, and Spain can view the content series directly on Instagram and TikTok. The series provides an inside look at the personal and professional lives of the drivers as they navigate the stresses of high-speed racing.
The takeaway
Brand partnerships in racing are increasingly focused on narrative-driven content rather than traditional trackside advertising. Viewers interested in motorsport can follow these specific drivers on social media to see how their career trajectories evolve throughout the season.
Further reading
Learn more about the latest developments on the track in our Motorsports section.
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