The F1 advantage: Pepperstone accelerates its global ambitions
As technology transforms trading, Pepperstone expands its partnership with the Aston Martin Aramco Formula One™ Team to help drive its next phase of growth, with increased brand presence and a new global ambassador partnership with Fernando Alonso in 2027
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With artificial intelligence radically reshaping the online trading industry, platforms can no longer rely on technology alone to set themselves apart. Increasingly, the difference lies in something much harder to replicate: a brand that customers know, respect and ultimately trust.
For global online forex and CFD broker Pepperstone, building trust is central to its global growth ambitions. After all, traders need confidence not just in the technology they use, but in the company behind it.
“As AI makes technology more accessible, brand strength and trust become even more important sources of competitive advantage,” says Pepperstone Group CEO Tamas Szabo.
Against this backdrop, Pepperstone is deepening its partnership with the Aston Martin Aramco Formula One™ Team, announcing an expanded agreement alongside the appointment of two-time Formula One World Champion Fernando Alonso as global ambassador from 2027.
Pepperstone has been the global trading partner of the team since January 2025, and strengthening those ties felt like a natural fit given the success the partnership has seen since inception.
“This commitment reflects our investment in the long-term strength of our brand, building a foundation for future growth and product expansion,” Szabo adds.
The driver’s seat
To compete in Formula One requires a remarkable combination of skills – an exceptional team, outsized talent and a relentless drive to succeed. But at the highest level of motorsport, it’s often the smallest decisions that make the biggest difference.
“In Formula One, performance is rarely defined by one big decision,” says Jefferson Slack, Managing Director of Commercial and Marketing at the Aston Martin Aramco Formula One™ Team.
“It’s the result of thousands of smaller decisions, informed by data, experience and a determination to keep improving. That philosophy resonates strongly with Pepperstone and this new extension of our partnership is a testament to how well the partnership has performed to date.”
The expanded partnership will be celebrated at the 2026 Mexico City Grand Prix, taking place from October 30 to November 1 at the Autódromo Hermanos Rodríguez. Alonso will take to the track wearing a specially designed Pepperstone helmet, while the Aston Martin AMR26 will feature enhanced Pepperstone branding.
For Alonso, whose Formula One career spans more than two decades, the pursuit of performance, precision and excellence is a hallmark of his approach to racing. It’s a potent combination of instinct and meticulous preparation.
“Experience teaches you that the smallest details can make the biggest difference,” says Alonso.
“Throughout my career, I’ve learned that you never stop looking for ways to improve, whether that’s understanding the car, analysing data or making decisions under pressure. It’s about trusting your preparation, using your experience and always looking for that next improvement.”
Pepperstone says it applies a similar mindset to the way it develops technology, enhances its trading products and improves the client experience. With financial markets and customer expectations constantly evolving in the age of AI, staying competitive requires the discipline to keep adapting rather than standing still.
“Fernando’s extraordinary experience, competitive mindset and relentless attention to detail perfectly reflect our belief that ‘better never settles’,” says Szabo.
The road ahead
Founded in 2010 in Melbourne by experienced traders, Pepperstone has grown into a global business serving traders in more than 160 countries. Pepperstone operates globally through nine financial services licences, with offices across the UK, Europe, the Middle East, Africa, Latin America and Asia-Pacific.
With an expanding international footprint, Pepperstone notes that the Aston Martin Aramco Formula One™ Team partnership provides an opportunity to serve even more traders in new markets, while strengthening its relationships with existing customers.
Latin America is a particular focus, with the Mexico City Grand Prix providing a timely opportunity to bring greater awareness of its brand to the region.
“While this global partnership strengthens our connection with audiences around the world, Latin America remains an important growth region for Pepperstone, and we’re committed to building stronger connections across the region as we celebrate in Mexico City,” says Szabo.
When Szabo met Alonso in Barcelona recently, the Spanish driver spoke about his desire to keep winning, his refusal to give up and the fact that, even after more than 20 years at the highest level of motorsport, he is still learning something new every day.
It struck a chord with Szabo, with Pepperstone taking a similar approach to its next phase of growth: expanding into new markets, developing its trading offering and reaching the next generation of traders.
As technology continues to reshape the trading industry, Pepperstone believes that a trusted, recognisable brand will help it stay in pole position.
For more information on the partnership between Pepperstone and Aston Martin F1, visit astonmartinf1.com. Or visit pepperstone.com/en-au
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