Tinder will be looking for love at 200mph this summer after being named the official ‘Sparking Connections’ partner of the 2026 Hankook London E-Prix.

The deal makes Tinder the first dating app ever to partner with the ABB FIA Formula E World Championship, with the tie-up centred on the London race weekend at ExCeL on 15-16 August. It also marks the final outing for the part-indoor docklands circuit before the event moves to Brands Hatch for the Gen4 era.

Formula E says the partnership brings together “two forward-looking brands united by a shared belief in authentic connection, self-expression and the power of showing up, whether that is on a city street circuit or on a first date”.

For Tinder, the deal is a significant moment in EMEA, reflecting a repositioning of the brand around what it calls the experience of modern dating; joyful, unpredictable, and built on the courage to make the first move.

More than a marketing fling

Both parties are keen to stress the match is about more than logos on hoardings. Inclusion sits at the heart of the agreement, with Formula E pointing to initiatives such as the FIA Girls on Track programme and its dedicated Women’s Tests, which aim to break down barriers and bring more young women into racing.

Sustainability is the other shared thread. Formula E is the world’s first and only sport to achieve B Corp certification, a benchmark for social and environmental responsibility that chimes with Tinder’s core Gen Z audience, who increasingly expect brands to reflect their values.

Paolo Lorenzoni, VP Marketing EMEA at Tinder, said: “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, said: “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.”

Fans heading to the docklands in August will hope the racing lives up to last year’s send-off, when Nick Cassidy signed off in style with victory for Jaguar at the ExCeL.

And with Formula E’s 815hp Gen4 car having already stormed up the hill at Goodwood on its UK debut, there should be no shortage of sparks when the championship returns to British soil, on track and, if Tinder has its way, off it too.