Investors holding eToro shares or watching the platform’s growth story learned this week that the eToro Pierre Gasly partnership extends the company’s Formula One presence beyond team-level branding to an individual driver deal, deepening its bet on motorsport as a customer acquisition channel.
eToro Pierre Gasly Partnership Builds on Alpine Deal
The new agreement pairs eToro with BWT Alpine Formula One Team driver Pierre Gasly for the 2026 season. Under its terms, Gasly will appear at live events, produce social media content, join podcast recordings and take part in other digital activities aimed at eToro’s global user community.
The foundation was laid in January, when eToro became the exclusive trading and investment partner of the BWT Alpine Formula One Team for 2026. eToro co-founder and chief executive Yoni Assia described that deal as the company’s ‘first step into Formula One.’ The Gasly arrangement now adds a personal dimension, with Assia saying it will let eToro connect with global audiences ‘in an even more personal and engaging way.’
Assia also said Gasly’s approach reflects eToro’s belief that success comes from ‘combining a long-term mindset with the right knowledge and tools.’ Gasly, for his part, said Formula One is about ‘preparation, continuous learning and staying committed to your goals,’ and that the deal would offer fans ‘a behind-the-scenes perspective’ throughout the season.
The Alpine Media announcement quoted Guy Martin, Global Marketing Director at BWT Alpine Formula One Team, welcoming eToro as the team’s exclusive trading and investment partner when the team-level deal was first announced.
Context: A Rebuilding Team and a Broadening Sponsorship Strategy
The partnership carries some commercial context worth understanding. Alpine finished bottom of the Formula One constructors’ championship in the 2025 season, meaning eToro is aligning with a team in rebuild mode rather than one competing at the sharp end of the grid. Alpine’s existing commercial roster includes title sponsor BWT alongside Eni, MSC Cruises and Castore.
eToro’s own full-year 2025 results press release characterised the Alpine arrangement as a multi-year partnership, framing it as an extension of the company’s global brand presence and engagement with a fast-growing, international audience. That framing matters: multi-year commitments show up as recurring marketing costs, so investors assessing profitability should expect the spend to continue beyond the current season.
Formula One is not eToro’s first circuit-level venture. The company partnered with the now-defunct Formula E team DS Techeetah in 2021 before stepping up to Formula One with the Alpine deal.
Sports sponsorship has become a central plank of eToro’s growth strategy more broadly. The platform holds deals across multiple Premier League and Ligue 1 football clubs, announced partnerships with four French Ligue 1 clubs at the same time as the Alpine deal, and on 22 July 2025 became the first official partner to span both the men’s and women’s Premiership Rugby competitions in England. eToro’s UK registered user base stands at 3.7 million, a figure cited in connection with that rugby deal.
The commercial logic is straightforward: Formula One’s audience skews younger and increasingly international, overlapping with the demographic eToro targets for retail investment accounts and copy-trading (a feature that lets users automatically mirror the trades of experienced investors on the platform).
For investors in eToro, the Gasly deal itself is unlikely to move near-term financials. What it does is confirm the company’s willingness to layer individual-athlete relationships on top of team partnerships, amplifying content output without necessarily requiring a proportionate increase in spend. How efficiently that marketing converts into funded accounts will be a number to watch when the next set of quarterly results is published.
