Tinder activates its Formula E partnership with ‘Ready. Set. Spark’, a series featuring female drivers

From trackside presence to content creation

Tinder has taken another step in its sports sponsorship strategy with the launch of Ready. Set. Spark, a content series marking the first activation of its partnership with Formula E. After becoming the first dating app to partner with the electric championship in early 2026, the brand has decided to go beyond simple logo visibility at the circuit and focus on storytelling and personal connection.

Filmed during the 2026 Berlin and London E-Prix, the series puts three of the most prominent figures in international women’s motorsport in the driver’s seat: Sophia Flörsch, Marta García and Abbi Pulling. The format combines the speed of competition with candid conversations about love, life and racing, aiming to show the drivers’ personalities beyond their sporting results.

Three careers breaking barriers

The choice of featured drivers is no coincidence; each represents a milestone in the history of women in motorsport. Sophia Flörsch, from Germany, is an Alpine Academy driver and an Opel GSE Formula E test driver, notable as the first woman to score points in the FIA Formula 3 Championship.

Marta García, from Spain, made history in 2023 by becoming the first F1 Academy champion. She currently competes in endurance racing as part of Iron Dames, a pioneering team dedicated to promoting female talent.

Abbi Pulling, from the United Kingdom and the 2024 F1 Academy champion, joins Formula E as a Nissan rookie driver and competes in the GB3 Championship, where she was the first woman to win a race.

Audience data and brand strategy

The initiative is backed by data reflecting a shift in the relationship between motorsport and dating apps. According to the company, mentions of motorsport in Tinder profiles increased by 1,164% during 2025 in Spain, the United Kingdom, Germany and France. This growth suggests that the sport has become a form of personal expression and a starting point for making connections.

Formula E’s audience profile is strategically important for Tinder: 49% of its fans are female, compared with 43% for Formula 1. In addition, followers of the electric series are 3.2 times more likely than Formula 1 fans to have used a dating app in the past month.

Paolo Lorenzoni, Tinder’s vice president of marketing for EMEA, said the goal was to “go beyond simply being present in the world of motorsport.” “We wanted to create something that reflected why this partnership made sense from the outset… It’s a collaboration centred on connection, self-expression and showing that there’s more than one way to make the first move,” he said.

Distribution and reach

Episodes of Ready. Set. Spark began appearing on 6 October 2026 on Tinder’s official Instagram and TikTok channels in Spain, the United Kingdom and Germany. The digital strategy aims to reach younger generations, for whom entertainment content and motorsport culture naturally intersect.

Abbi Pulling highlighted the initiative’s value in humanising drivers: “In motorsport, we’re so focused on performance that fans rarely get to see who we are once we take off our helmets. Working with Tinder has been a fantastic opportunity to share a different side of myself.”