Tinder becomes official 'Sparking Connections' partner of London E-Prix

Credit: Andrew Ferraro/LAT Images

Tinder has become the first dating app to partner with Formula E, following the announcement today. The London E-Prix will take place in August 2026 and the Sparking Connections partnership will unite two innovative brands who have a shared belief in self-expression, the power of showing up and authentic connection.

The partnership is significant for Tinder in Europe, the Middle East, and Africa (EMEA) as the brand moves into a newer market and has positioned itself as a platform that celebrates modern love.

The central idea of the partnership is a shared commitment to inclusion. The all-electric series has championed inclusion through initiatives such as the FIA Girls on Track project and the all-female tests. Tinder also champions inclusion by creating opportunity that is defined by openness and finding love based on who a person is.

Paolo Lorenzoni, VP Marketing EMEA at Tinder, says:

“What drew us to Formula E is that they reflect what we stand for as a brand. This is a sport that believes women belong at the front of the grid, not as a gesture, but as a conviction. At Tinder the best connections happen when everyone feels equally empowered to show up and go for it. We are proud to bring that energy to London."

Ellie Norman, Chief Marketing Officer at Formula E, says:

"Tinder is a brand that understands the importance of creating genuine human connections, making it a natural fit for Formula E. We're both focused on engaging a new generation through experiences that are inclusive, progressive and culturally relevant.

"The Hankook London E-Prix is where sport, entertainment and innovation come together, and we're excited to welcome Tinder as our Official Sparking Connections Partner to create memorable moments for fans on and off the track."

The London E-Prix is set to take place at the Excel Centre on August 15 and 16.

Written by Teagan Crump