Financial and Business News

eToro Expands Sports Portfolio with Ligue 1 and Formula One Deals

Thursday, 15/01/2026 | 08:53 GMT by Damian Chmiel
  • The trading platform returns to AS Monaco, adding Marseille, Lyon, and Lille to its European football portfolio.
  • The fintech has also secured an exclusive partnership with the BWT Alpine F1 Team.
eToro Football Sponsorship

eToro has secured sponsorship deals with four French top-flight clubs and entered Formula One through a partnership with BWT Alpine F1 Team. The trading platform is adding AS Monaco, LOSC Lille, Olympique Marseille and Olympique Lyonnais to its growing list of football partnerships, while becoming Alpine's exclusive trading and investment partner for the 2026 season.

The multi-year agreements, which begin with the 2025/26 season, make eToro the Official Trading Partner for all four Ligue 1 sides. Financial terms were not disclosed.

eToro Returns to Monaco After Previous Deal

The deal with AS Monaco marks a reunion between the club and the trading platform . eToro previously served as Monaco's main partner starting in 2021, when the company's branding appeared on the front of the club's jerseys.

Thiago Scuro, AS Monaco's CEO
Thiago Scuro, AS Monaco's CEO

"Our previous collaboration was extremely positive for both organizations, which is why we are confident that this new chapter we are about to embark on together will once again be a fruitful one," said Thiago Scuro, AS Monaco's CEO.

AS Monaco is generally a well-regarded club among fintech companies. In 2024, sponsorship agreements with the club were also signed by zondacrypto, a cryptocurrency exchange originating from Poland, as well as Ebury.

The partnerships give eToro visibility through pitch-side LED boards and media backdrops at matches. The company will also appear across the clubs' digital platforms and will run educational sessions and match-day events throughout the season.

LOSC Lille will feature eToro's logo on its jersey sleeves, the most prominent placement among the four deals.

Olivier Létang, President at LOSC Lille
Olivier Létang, President at LOSC Lille

“Beyond visibility, this is a meaningful collaboration,” added Olivier Létang, President at LOSC Lille. “eToro is an innovative, international company that shares our values of performance, transparency, and proximity to its community.”

Formula One Entry with Alpine Partnership

In a parallel move announced the same day, eToro secured a partnership with BWT Alpine Formula One Team for the 2026 season, becoming the team's exclusive trading and investment partner.

The Formula One deal represents eToro's entry into motorsport sponsorship as both the sport and retail investing continue growing globally. The partnership will focus on engaging fans through content and experiences throughout the season.

Yoni Assia, the CEO of eToro
Yoni Assia, the CEO of eToro

"We are proud to partner with BWT Alpine Formula One Team ahead of the 2026 season," said Yoni Assia, Co-founder and CEO at eToro. "Formula One is driven by innovation and a relentless commitment to improvement, which strongly align with eToro's mission to equip our users with the financial tools and education they need to meet their evolving investing goals."

Platform Builds Out European Sports Portfolio

eToro, which serves 40 million registered users across 75 countries, has positioned itself as one of Europe's most active sports sponsors. The company spent 10.7 million dollars on sports sponsorships during the 2024-25 season.

The platform extended its deal with Dutch club AZ Alkmaar last year and signed with Nottingham Forest FC in August 2025. The company maintains sponsorships with clubs in England's Premier League, Germany's Bundesliga and Italy's Serie A.

Valerie Kalifa, eToro's Director of Marketing for France.
Valerie Kalifa, eToro's Director of Marketing for France.

"Teaming up with Ligue 1 most prestigious clubs – Monaco, Lille, Marseille and Lyon – will help us enhance the sense of community and engagement central to both football and investing," said Valerie Kalifa, eToro's Director of Marketing for France.

eToro's expanding football presence comes as betting brands face tighter advertising restrictions in some European markets, creating opportunities for financial services platforms to fill sponsorship gaps.

The information emerged in the same week that the fintech announced layoffs affecting 7% of its global workforce, while the share price reacted by falling to record lows.

This article was updated at 12:00 PM CET to include information about eToro's partnership with BWT Alpine Formula One Team, which was announced after initial publication.

eToro has secured sponsorship deals with four French top-flight clubs and entered Formula One through a partnership with BWT Alpine F1 Team. The trading platform is adding AS Monaco, LOSC Lille, Olympique Marseille and Olympique Lyonnais to its growing list of football partnerships, while becoming Alpine's exclusive trading and investment partner for the 2026 season.

The multi-year agreements, which begin with the 2025/26 season, make eToro the Official Trading Partner for all four Ligue 1 sides. Financial terms were not disclosed.

eToro Returns to Monaco After Previous Deal

The deal with AS Monaco marks a reunion between the club and the trading platform . eToro previously served as Monaco's main partner starting in 2021, when the company's branding appeared on the front of the club's jerseys.

Thiago Scuro, AS Monaco's CEO
Thiago Scuro, AS Monaco's CEO

"Our previous collaboration was extremely positive for both organizations, which is why we are confident that this new chapter we are about to embark on together will once again be a fruitful one," said Thiago Scuro, AS Monaco's CEO.

AS Monaco is generally a well-regarded club among fintech companies. In 2024, sponsorship agreements with the club were also signed by zondacrypto, a cryptocurrency exchange originating from Poland, as well as Ebury.

The partnerships give eToro visibility through pitch-side LED boards and media backdrops at matches. The company will also appear across the clubs' digital platforms and will run educational sessions and match-day events throughout the season.

LOSC Lille will feature eToro's logo on its jersey sleeves, the most prominent placement among the four deals.

Olivier Létang, President at LOSC Lille
Olivier Létang, President at LOSC Lille

“Beyond visibility, this is a meaningful collaboration,” added Olivier Létang, President at LOSC Lille. “eToro is an innovative, international company that shares our values of performance, transparency, and proximity to its community.”

Formula One Entry with Alpine Partnership

In a parallel move announced the same day, eToro secured a partnership with BWT Alpine Formula One Team for the 2026 season, becoming the team's exclusive trading and investment partner.

The Formula One deal represents eToro's entry into motorsport sponsorship as both the sport and retail investing continue growing globally. The partnership will focus on engaging fans through content and experiences throughout the season.

Yoni Assia, the CEO of eToro
Yoni Assia, the CEO of eToro

"We are proud to partner with BWT Alpine Formula One Team ahead of the 2026 season," said Yoni Assia, Co-founder and CEO at eToro. "Formula One is driven by innovation and a relentless commitment to improvement, which strongly align with eToro's mission to equip our users with the financial tools and education they need to meet their evolving investing goals."

Platform Builds Out European Sports Portfolio

eToro, which serves 40 million registered users across 75 countries, has positioned itself as one of Europe's most active sports sponsors. The company spent 10.7 million dollars on sports sponsorships during the 2024-25 season.

The platform extended its deal with Dutch club AZ Alkmaar last year and signed with Nottingham Forest FC in August 2025. The company maintains sponsorships with clubs in England's Premier League, Germany's Bundesliga and Italy's Serie A.

Valerie Kalifa, eToro's Director of Marketing for France.
Valerie Kalifa, eToro's Director of Marketing for France.

"Teaming up with Ligue 1 most prestigious clubs – Monaco, Lille, Marseille and Lyon – will help us enhance the sense of community and engagement central to both football and investing," said Valerie Kalifa, eToro's Director of Marketing for France.

eToro's expanding football presence comes as betting brands face tighter advertising restrictions in some European markets, creating opportunities for financial services platforms to fill sponsorship gaps.

The information emerged in the same week that the fintech announced layoffs affecting 7% of its global workforce, while the share price reacted by falling to record lows.

This article was updated at 12:00 PM CET to include information about eToro's partnership with BWT Alpine Formula One Team, which was announced after initial publication.

Topics
etoro
eToro News
football
About the Author: Damian Chmiel
Damian Chmiel
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Damian's adventure with financial markets began at the Cracow University of Economics, where he obtained his MA in finance and accounting. Starting from the retail trader perspective, he collaborated with brokerage houses and financial portals in Poland as an independent editor and content manager. His adventure with Finance Magnates began in 2016, where he is working as a business intelligence analyst.

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