SBI Holdings, one of Japan’s largest financial services groups, has become an Official Presenting Partner of the Formula 1 Heineken Las Vegas Grand Prix as part of a broader strategy to establish itself as a global brand.
The Tokyo-listed firm operates across securities, banking, insurance, asset management and cryptocurrency with a customer base of more than 54 million.
It has struck the deal for the November race as it looks to build international recognition beyond its domestic market.
The partnership sits within what SBI calls its “Neo-Media Ecosystem” – a strategic initiative that connects the group’s financial operations with sports, entertainment, intellectual property and media.
The company has been expanding aggressively in this space, acquiring music businesses and partnering with Japanese advertising giant Dentsu to build out its media and content capabilities.
“This partnership is not merely a matter of brand exposure, but a significant step toward ‘Japan’s SBI to the World’s SBI’,” said Yoshitaka Kitao, Representative Director, Chairman & President of SBI Holdings.
“By taking part in events like the Formula 1 Las Vegas Grand Prix where global audiences and business leaders converge, we endeavour to raise SBI’s global recognition, build stronger relationships with companies and investors worldwide, and create new business opportunities.”
The expansion has a physical dimension too, with SBI in negotiations with Madison Square Garden Entertainment to develop a large-scale immersive arena in Tokyo modelled on the Las Vegas Sphere, with the Odaiba waterfront district identified as the potential site.
By taking part in events like the Formula 1 Las Vegas Grand Prix where global audiences and business leaders converge, we endeavour to raise SBI’s global recognition.
Yoshitaka Kitao
Kitao has indicated the final construction figure could rise to ¥500 billion ($3.1 billion).
The project illustrates the scale of SBI’s ambition to replicate the Las Vegas entertainment model in Japan, making the Grand Prix partnership a natural extension of that relationship rather than a standalone activation.
The Las Vegas Grand Prix – which takes place on 19-21 November 2026 on the 3.8-mile Strip Circuit – has become an increasingly significant commercial platform since its debut in 2023, attracting partners drawn to its blend of sport, entertainment and business networking in one of the world’s most high-profile venues.
“Welcoming SBI Neo Media as an Official Presenting Partner reflects the continued global momentum of our event and the strength of Las Vegas Grand Prix as a platform where sport, entertainment and business converge,” said Brendan Dolby, Vice President of Commercial for Las Vegas Grand Prix, Inc.
“SBI’s vision for the SBI Neo-Media Ecosystem and an Emotion-driven Economy Ecosystem aligns naturally with the energy of our race, and this collaboration will help create meaningful connections with fans and partners around the world.”
