F1 | Alpine says goodbye to Binance and expands into investment partnerships
The BWT Alpine Formula One Team has announced a new partnership ahead of the 2026 season, marking a significant shift in its commercial landscape. The French team has officially named eToro as its new partner in the trading and investment sector, becoming the sole brand in this area within the team.
In previous years, Alpine had explored digital platforms and the world of cryptocurrencies through a collaboration with Binance, a partner that provided strong exposure in the crypto sector. With eToro joining the team, Alpine is now choosing a different profile, more focused on retail investment and building a global community.
A partnership in view of the new regulatory era
The agreement between Alpine and eToro comes at a key moment for Formula 1, on the cusp of the new technical era of 2026. In a context of strong growth both for the championship and for the digital investment world, the two brands are aligned on shared values such as innovation, preparation, and continuous improvement.
eToro has over 40 million registered users across 75 countries and positions itself as a social investment platform, based on sharing strategies and making financial tools accessible. Alpine, on its side, enters the Formula 1 World Championship aiming to reassert itself at the top levels, in an environment where precision and execution under pressure make all the difference.
Words from the key figures
Yoni Assia, co-founder and CEO of eToro, commented on the partnership:
“We are proud to collaborate with the BWT Alpine Formula One Team ahead of the 2026 season. Formula 1 is driven by innovation and the constant pursuit of improvement, values that perfectly align with eToro’s mission.”
From Alpine’s side, Guy Martin, the team’s Global Marketing Director, highlighted the strategic importance of the agreement:
“We are thrilled to welcome eToro as our exclusive partner in the trading and investment sector. This partnership brings together two brands driven by performance, innovation, and the ambition to challenge conventions, both on track and beyond.”
From Binance to a new direction
The transition from Binance to eToro represents an evolution in Alpine’s commercial strategy. While the previous collaboration was closely linked to the world of cryptocurrencies, the new agreement broadens the focus toward trading and financial education, aiming to engage fans through content and experiences developed throughout the season.
Looking ahead to 2026, Alpine is therefore relying on a partner that strengthens its connection with the global community, supporting the team through a phase of technical and sporting renewal that will be decisive for its future in Formula 1.
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