TLDR
Pepperstone, the online trading company founded in Melbourne in 2010, has signed two-time Formula One world champion Fernando Alonso as a global ambassador from 2027. It is an expansion of its sponsorship of the Aston Martin Aramco Formula One Team, and Alonso will wear a Pepperstone helmet at this weekend's Mexico City Grand Prix.
KEY TAKEAWAYS
The deal
Pepperstone has signed Fernando Alonso as a global ambassador from 2027, extending and expanding its partnership with the Aston Martin Aramco Formula One Team. The two-time world champion will mark the deal by racing with a specially designed Pepperstone helmet at the Mexico City Grand Prix this weekend.[1]
Pepperstone, founded in Melbourne in 2010, offers forex, CFDs, crypto and other asset classes and operates through regulated entities in Australia, the UK, Europe, the Middle East, Africa and Asia-Pacific.[3] It has been the team's global trading partner since January 2025, and its client hospitality already includes meet-and-greets with Alonso and teammate Lance Stroll.[2] Neither side disclosed a fee or the length of the extension.[1]
Why Mexico
"Welcoming Fernando Alonso as our global ambassador is an exciting next chapter in our partnership with Aston Martin Aramco," said Tamas Szabo, Pepperstone's group chief executive. He said the company was "expanding our products, advancing our technology and growing our global presence", and that the partnership supports "strengthening our connection with audiences around the world, including in Latin America," which he called "an important growth region for Pepperstone."[1]
Alonso tied the deal to the company's "Better Never Settles" line. "Experience teaches you that the smallest details can make the biggest difference," he said. "I'm excited to become a global ambassador for Pepperstone."[1]
A driver, not just a logo
The move takes Pepperstone from a team sponsor to a brand with a named driver, which gives it a face for campaigns and client events. The team announced the original partnership on its own YouTube channel.
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James Dore is founder and editor of Prompt the Market and Strategy Director at Bushnote, a Sydney strategy, SEO and AI search agency. He has a background in strategy, media and financial services, and led consumer product marketing at MONEYME. He writes on AI search, answer engines, technology policy and media economics.
