eToro signed on as BWT Alpine’s exclusive trading and investment partner back in January, its first move into Formula 1 sponsorship.
Now it has extended that relationship into a personal collaboration with Alpine driver Pierre Gasly.
The original Alpine deal, announced ahead of the 2026 season, arrived as the team looked to rebuild after finishing bottom of the constructors’ championship the year before.
Guy Martin, Alpine’s Global Marketing Director, welcomed eToro at the time as a partner that shared the team’s ambition to “challenge conventions both on the track and beyond.”
Six months on, eToro has gone further than team-level branding, signing Gasly directly for a programme of live events, social media, podcast appearances and other digital activity connecting its global user base with F1 fans through the driver himself rather than the team.
“Our partnership with BWT Alpine Formula One Team was eToro’s first step into Formula One,” said Yoni Assia, Co-Founder and Chief Executive Officer of eToro.
“Expanding that relationship through a dedicated collaboration with Pierre Gasly allows us to connect with global audiences in an even more personal and engaging way.”
Gasly described the fit in similar terms, pointing to shared values between his own approach to racing and eToro’s investment philosophy.
Success in Formula One is about preparation, continuous learning and staying committed to your goals. Those are values I share with eToro.
Pierre Gasly
“Success in Formula One is about preparation, continuous learning and staying committed to your goals,” he said.
“Those are values I share with eToro, and I’m excited to work together to create engaging content and experiences that bring people together.”
The move follows a wider pattern already visible elsewhere on the grid this year, brands moving beyond car livery and into personal, driver-led content as a way of building a more direct relationship with fans.
