Nubank - Nubank and the Mercedes-AMG PETRONAS Formula One Team launched a multi-day activation for the Miami Grand Prix, scheduled for May 1–3, 2026, combining three distinct purple race suits, a brand film with George Russell and Kimi Antonelli, and a Wynwood pop-up called the House of Nu that aims to turn fans into active participants.
- In short: Three purple race suits—each tied to a chapter of Nubank’s expansion—and a three-day Wynwood experience put Nubank center stage at the Miami GP.
What the activation looks like and why it matters
The Mercedes drivers will wear three different Nubank-branded suits across the race weekend: a Friday suit mapping the bank's original Casinha office in São Paulo (2013), a Saturday suit referencing Mexico and Colombia offices, and a Sunday suit that adds coordinates for the Nu Stadium, Inter Miami CF’s new home. This is the first on-track joint activation since the partnership was announced in January 2026. For context on the event, see the Formula 1 calendar and race pages.
Beyond visuals, the activation signals a strategic push by Nubank to convert sporting visibility into real-world customer engagement in the U.S. market.
“Não poderíamos estar mais animados para dar vida a essa parceria, dentro e fora da pista. O que define tanto o Nu quanto o Mercedes-AMG PETRONAS F1 Team é a vontade de nunca se acomodar, de fazer as coisas de forma diferente e de expandir os limites do possível. Os macacões, o filme, a House of Nu, em Wynwood, tudo isso reflete esse DNA compartilhado. E não há palco melhor do que Miami para dar vida a tudo isso para fãs e clientes”, afirma Cristina Junqueira, Cofundadora, Chief Growth Officer e CEO da operação emergente nos Estados Unidos.
Context and impact: brand, fans and the U.S. frontier
By linking the suits to geographic coordinates—Casinha in São Paulo, offices in Mexico and Colombia, and the Nu Stadium—Nubank turns visual branding into a narrative of regional expansion. The House of Nu at 116 NW 25th Street in Wynwood will display the suits, Mercedes memorabilia and an AR experience, and will sell exclusive collaboration items during the three-day activation.
This activation reflects a broader trend of fintechs using major sports moments to accelerate U.S. growth and cultural relevance. For fans, the combination of on-track exposure and a local interactive space transforms a sponsorship into a participatory event rather than a passive logo placement.
What do you think? Will Nubank’s Miami activation change how you view fintech sponsorships at sporting events? For more details, check out our specialized section.