Airwallex's Sports Sponsorship: A Bold B2B Marketing Strategy
Why Singapore's Airwallex partnered with McLaren for F1 to reach decision-makers who may not be reading trade press every day.
Airwallex is taking its B2B brand into the sports arena. The Singapore-based fintech brand partnered with McLaren Racing in Formula One and Arsenal to reach decision-makers who may not be reading trade press every day.
It is not just logos. Airwallex rolled out a short brand film starring McLaren driver Lando Norris during the Ryder Cup and Singapore Grand Prix week, poking fun at old-school bank transfers and fees. The company says sports helps it connect in a more human way with business leaders who are also fans and customers. Airwallex’s strategy shows how sports can work in B2B, not just consumer marketing.
There is a business case behind the creative. F1 sponsorships are booming and increasingly skew to tech brands. That matters in Asia, where buyers are young, digital, and value-driven, and where trust can make or break a fintech.
Trust is the real KPI in B2B fintech
Only 35% of Asia Pacific buyers start their search with a single vendor in mind. Buying groups are also bigger here, with more external voices at the table. Forrester says this makes early brand recognition and proof points more important.
Sports can help fill that gap. In global research, Nielsen finds sports sponsorship sits just behind recommendations and branded websites for consumer trust. Nielsen also links brand lift to sales, noting that a one-point gain in awareness or consideration correlates with about a 1% sales increase. Across 100 recent sponsorships, exposed fans showed an average 10% lift in purchase intent.
Airwallex reports a similar pattern. In a Singapore brand survey, 74% of respondents said the McLaren partnership made them trust Airwallex more. For a B2B fintech, that kind of trust lift attacks the biggest barrier to adoption.
This comes as marketing teams face tougher scrutiny. In the next year, 34.5% of enterprise B2B marketers expect more pressure to prove ROI in real time, and 77.3% already use past performance to set budgets. That puts a premium on sponsorships tied to measurable outcomes and clear sales impact. eMarketer’s analysis spells out the accountability trend.
Why F1 fits the brief
Formula One has become a top-tier platform for sponsors hunting global reach and executive eyeballs. In 2024, F1 teams generated US$2.04 billion in sponsorship revenue, second only to the NFL’s US$2.49 billion. The average F1 team deal is US$6.01 million, compared with under US$1 million for major US leagues. Sponsor spending data points to premium pricing thanks to F1’s concentrated, global media exposure.
Tech companies now lead F1 team sponsorship by spend at US$543 million, ahead of financial services at US$379 million. The fit is natural. High-speed engineering, data, and precision mirror what tech and fintech firms sell to business buyers.
F1’s audience also looks broader than many expect. The sport’s fan base is increasingly diverse, with women now making up a significant share. That helps B2B brands reach a wider set of influencers who shape buying decisions.
Crucially, F1 is not a one-weekend bet. Teams race in 24 locations each year. Smart sponsors plan activations around that schedule and keep the story going after big events like Singapore. Marketers in the region stress that the impact should not stop when the checkered flag waves, using hospitality, content, and follow-up campaigns to extend the reach. The city itself becomes a stage, from brand pop-ups and meet-ups to client entertainment.
The F1 market’s growth also shows in valuation. McLaren’s recent title partnership with Mastercard, worth about US$100 million per season into the mid-2030s, was the team’s largest commercial deal. That signals how top-tier assets are pricing in long-term value for sponsors. Deal coverage highlights the premium commanded by elite teams.
From logo to live product: Airwallex x McLaren
The Airwallex and McLaren deal is not just a paint job. McLaren uses Airwallex’s platform to pay suppliers across all Grands Prix, hold core currencies, and reduce SWIFT fees through Airwallex’s own payment rails. That operational use case turns the sponsorship into a live demo for any global business with complex cross-border payments. Partnership details show the integration.
That authenticity matters. It creates content with substance, not just branding. It also gives marketers better ways to measure outcomes, from product usage stories to enterprise leads generated during race hospitality.
Airwallex’s Lando Norris film is another example. Timed for the Singapore Grand Prix and Ryder Cup window, it dramatizes the pain of slow, costly transfers and shows a challenger brand taking aim at old processes. The campaign aligns with what the company says drives it and what F1 fans expect to see: speed, precision, and problem-solving.
A playbook for regional growth
Sports is a proven market-entry tool in Asia. Mitsubishi Electric’s title partnership of the ASEAN Football Championship reached nearly 440 million viewers and generated 4.2 billion video views in 2022, supporting sales efforts across Southeast Asia and mobilizing local offices and distributors. The program mixed broadcast with on-the-ground activations like Trophy Tours and clinics, expanding touchpoints beyond TV. Regional case analysis underscores the growth impact.
Airwallex’s Arsenal deal supports its European expansion by tapping a global fan base. F1 gives it year-round visibility, and Singapore serves as a flagship moment on the calendar. For complex APAC buying groups, this multi-market, multi-touch approach helps the brand show up consistently in front of decision-makers and their advisors.
What should C-suite decision makers assess?
- Measurement from day one. Track brand lift, purchase intent, and qualified pipeline. Nielsen ties brand gains to sales, giving you a translation layer for the board.
- Authentic product stories. Integrations like McLaren using Airwallex turn awareness into credibility and sales conversations.
- Extend beyond the event. Use the full racing calendar for content, corporate hospitality, and follow-up. Avoid one-off spikes.
- Values and audience fit. Younger APAC buyers care about values like innovation and fairness. Pick properties that match what you stand for. Forrester highlights the region’s evolving buyer expectations.
Airwallex’s early results point to a clear takeaway. In a crowded fintech market, sports partnerships can build trust faster, tell a richer product story, and create measurable outcomes across long sales cycles. With F1’s sponsor market now topping US$2 billion and tech brands leading the spend, the window for B2B players in Asia is open.
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