Visa has extended its Formula One sponsorship through 2030, significantly expanding its presence across Red Bull Racing and Visa Cash App Racing Bulls, the company announced Thursday. The four-year extension builds on a partnership that began in 2024 and, despite initial public skepticism regarding the team names, has grown to encompass branding rights, hospitality, and experiential opportunities.
The deal extends Visa’s title partnership with Visa Cash App Racing Bulls, the team featuring drivers Liam Lawson and rookie Arvid Lindblad, and expands its role with the reigning World Champion Oracle Red Bull Racing team. Visa’s logo will now appear on the front wing of the Red Bull RB22 car for the 2026 season, marking a more prominent branding presence alongside four-time world champion Max Verstappen and Isack Hadjar.
Frank Cooper, Visa’s chief marketing officer, acknowledged the initial reaction to the team’s name, but expressed confidence in the growing acceptance. “When people embrace what you’re doing, people will find a way to talk about your name in positive light,” Cooper told the Associated Press. He noted the varied nicknames used by fans – VCARB, Racing Bulls, and simply “Visa Cash App” – and expressed comfort with the lack of a single, standardized name, stating, “They’re talking about it…the initial response of ‘How do I even say this? What does it mean?’ That’s all gone.”
The expanded partnership also includes exclusive rights for Visa within the retail banking category and enhanced pass-through rights, effectively backing all Red Bull teams in both Formula One and the F1 Academy, the series’ all-female racing program. Paul Gandolfi, chief commercial officer of Red Bull Racing, highlighted the synergy between the two brands. “In a short space of time, Oracle Red Bull Racing and Visa have fostered a partnership built on collaborative effort and mutual success,” Gandolfi said. “With Red Bull, we sit at the epicenter of sport, entertainment and lifestyle, meaning we are strategically positioned to bring globally recognized industry leaders like Visa, into the sport as we embark on a new era of Formula 1.”
Cooper emphasized Visa’s focus on providing access and experiences for fans and clients, moving beyond traditional sponsorship models. He cited last year’s #TakeYourDriverToWorkDay event, where drivers Hadjar and Lawson spent a day at Visa’s London office, as an example of this approach. The campaign, which featured the drivers navigating everyday office tasks, resonated with fans on social media and demonstrated Visa’s desire to showcase the human side of the sport, inspired by the popularity of the “Drive To Survive” docuseries.
Visa’s increased involvement in Formula One is part of a larger activation strategy for the company, which also includes sponsorships of the Super Bowl, the Olympics, and the upcoming World Cup. The company is also involved in the Red Bull Showrun Tour, which begins this Saturday with an exhibition event in San Francisco. Looking ahead, Cooper indicated plans to integrate a musical element into Visa’s F1 activations, drawing on the historical connection between athletes and musicians.
