New York, January 21, 2026, 09:43 EST — Regular session
- NU shares jumped early on following the announcement of a multi-year deal with Mercedes-AMG PETRONAS F1
- The deal targets boosting brand visibility in Brazil, Mexico, and Colombia, while also expanding into the U.S.
- Investors are closely tracking if marketing expenses drive customer growth without squeezing margins
Nu Holdings Ltd shares climbed 0.8% to $17.11 in early New York trading Wednesday, following news that the Nubank parent secured a multi-year global deal with the Mercedes-AMG PETRONAS Formula One team. The stock had ended Tuesday at $16.97, according to StockAnalysis.com. 1
The timing is crucial since Nu remains in a stage where protecting growth and controlling costs tightly is essential. Sponsorships boost brand recognition, but their impact often hits the marketing budget right away.
Investors have begun reacting to fintech stocks over minor shifts in interest rates and consumer credit. For Nu, this boils down to one key factor: the cost of acquiring and retaining active customers, plus the impact on credit losses once the cycle shifts.
Nu announced it’s now an official team partner for the 2026 season, unlocking access to Formula One’s “digital-first” fanbase of over 827 million. Co-founder and chief growth officer Cristina Junqueira described F1 as “one of the few truly global fan platforms.” Mercedes team principal Toto Wolff highlighted the deal as a sign of “innovation and disruption,” according to the release. 2
The company said the partnership will bring “immediate value” in Brazil, Mexico, and Colombia, while broadening the brand’s footprint across Latin America and the U.S. Nu reported it currently serves over 127 million customers worldwide. 2
In Brazil and Mexico, digital banks and payment companies are battling for the younger crowd, those who handle most of their banking via phone. Brand partnerships help, sure, but it often comes down to pricing, product range, and credit discipline to hold onto those accounts.
The Brazilian digital banking sector grabbed attention again as PicPay announced on Tuesday its aim for a valuation as high as $2.46 billion in an upcoming U.S. IPO. This move breaks a long dry spell of Brazilian listings since Nubank’s 2021 debut. 3
Still, sponsorship buzz doesn’t always translate into better earnings. When customer activity dips or loan losses climb, investors tend to zero in on costs and credit signals rather than brand victories.
The next big macro test arrives next week with the Federal Reserve’s January 27–28 policy meeting. This event tends to shake up high-growth financial stocks as investors digest shifts in rate expectations. 4
All eyes on Nu’s upcoming numbers: the company’s investor relations calendar pins its Q4 2025 earnings release and conference call for February 25. 5
