When Cash App partnered with Visa, the network behind its Cash App Card, to become title sponsors of Red Bull’s junior Formula 1 team – rebranded as Visa Cash App RB, or VCARB – it set out to do more than place its logo on a car, instead using the platform to build more meaningful connections with fans.
The choice of VCARB team is primarily driven by audience alignment, according to a Cash App spokesperson.
They explained that F1 more broadly has a rapidly growing young fanbase, and since Cash App’s 59 million active users are predominantly Gen Z and millennials, deepening investment in the sport they are drawn to with a beloved team “seemed like a natural way” to strengthen Cash App’s relationship with Gen Z.
That cultural fit extends beyond age demographics as VCARB was also selected because Cash App “pride ourselves on our long-standing history of working alongside culture-defining talent, from creatives to athletes, which is what VCARB is all about.”
The spokesperson added that there is also a clear synergy between the F1 audience and Cash App’s own role in culture, noting that fans don’t just consume culture but actively shape and validate it, while Cash App helps money move through communities in a way that blends culture, technology and design.
Building on that shared cultural foundation, Cash App’s approach goes beyond simple visibility. Rather than just placing the brand in front of audiences, it is actively engaging them through a mix of partnerships and content-led activations.
One example is collaborations with Gen Z-focused talent such as Shaboozey, creating content and spots that celebrate and raise awareness of the team. This strategy is underpinned by broader shifts in how younger audiences consume F1.
“Additionally, last year, F1 revealed data that found that 70% of US-based Gen Zers now engage with F1 content daily – especially through streaming video and social media,” the spokesperson said.
“We’ve tapped into that to break down the exclusivity that has long defined F1 by taking creators behind the scenes from garage to the track offering a visually immersive way to engage in the sport through a new perspective.”
Most recently, that creator-led strategy continued through a partnership with Malick Lombion, who gave fans a behind-the-scenes look at the 2026 VCARB livery reveal in Detroit, further reinforcing the focus on cultural access and storytelling around the team.
A global sport with a US lens
While the VCARB and wider F1 fanbase represents a major opportunity for Cash App, it also brings a clear balancing act between the sport’s global audience and the company’s own customer base that remains primarily US-centric.
However, the Cash App spokesperson noted that F1 has become increasingly popular with fans in the US in recent years, creating an advantage when it comes to leaning into product-led moments designed specifically for American consumers, such as liveries inspired by the Cash App Card.
For example, at the 2025 Las Vegas Grand Prix, VCARB’s car featured a special livery inspired by the Cash App Holo Card. The activation went beyond the car itself, incorporating a full garage takeover alongside specially designed race suits, boots and gloves for the drivers.
The spokesperson said the launch celebrated premium design and accessibility, which aligned closely with both the brand and the wider partnership.
Cash App has also focused on creating standout moments around US races more broadly.
“For example, at the 2024 season launch in Las Vegas, we hosted a concert with Kendrick Lamar and Baby Keem, who are two recent presale partners via the Cash App Card,”
Alongside these race-week activations, the company has worked with Visa, the team’s other title partner, to extend F1’s presence in the US beyond race weekends.
This has included sponsoring Red Bull Showruns in cities that do not host Grands Prix, such as San Francisco, Detroit and Atlanta, helping to keep momentum building in key American markets throughout the season.
Building lasting relevance
With this culmination of targeted, cultural activations, the spokesperson noted that a partnership of this scale goes beyond traditional metrics.
“We track brand sentiment and share of voice to see how we show up in conversations surrounding the team and how fans interact with our VCARB-related content on social channels,” they said.
Ultimately, the focus is on building lasting brand relevance in the F1 space and focusing on bring greater access to customers through unique offers and activations during race weeks.
As the partnership aims for brand relevance, the Gen Z audience sits at the centre of that objective. As F1’s younger fanbase continues to grow and engage through digital-first, socially driven content, Cash App is aiming to stay embedded in the cultural spaces where that attention is shaped, connecting global fandom, US-led activations and creator-driven storytelling into a single, consistent brand presence.