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Edward Jones has secured exclusivity in the private wealth category with McLaren Racing, becoming the Official Private Wealth Management Partner across the McLaren Mastercard Formula 1 Team and Arrow McLaren IndyCar.
The agreement is the St. Louis firm’s first motorsport sponsorship.
The F1 activation starts light. Edward Jones will appear on a driver’s helmet visor at a select Grand Prix and at marquee events. Co-branded digital and social content rounds out the 2026 package.
IndyCar takes the larger visual role in 2027. Edward Jones becomes Primary Partner of the No. 6 Arrow McLaren Chevrolet at the 111th Indianapolis 500, with Scott Dixon driving, and at additional select races. Dixon’s move to Arrow McLaren was public before the sponsorship.
The buyer logic goes beyond car branding. Hema Widhani told BlackBook Motorsport that Edward Jones wants to reach motorsport’s growing, younger and more diverse fanbase, whose demographic and wealth profile overlaps with the firm’s current and prospective clients. She also pointed to client experiences the firm can offer through McLaren and the geographic mix of a global F1 calendar with IndyCar. That overlap matters.
Widhani said Edward Jones’s activation goals are equal across both series, even though the IndyCar car will carry more visible branding. She also described Dixon as an extension of the brand, citing an alignment in values. His profile gives the firm a recognizable face in client activations.
Widhani joined Edward Jones in June 2025. The firm already has a ten-year relationship with the St. Louis Cardinals and announced a college sports deal in July covering Duke, UNC, and Oregon. Motorsport adds an international platform to that existing sports portfolio.
Edward Jones holds a different McLaren seat from SharkNinja, which has an Official Partner deal across the team’s broader multi-series program. Edward Jones bought private wealth exclusivity and a staged F1-to-IndyCar rollout. SharkNinja’s deal spans a wider range of McLaren racing programs.
The question for 2026 is how quickly Edward Jones builds the client experience and content side before the Indy 500. Widhani framed both series as central to the commercial plan.
Business of Speed covers the business, technology, and lifestyle of racing: Formula 1, IndyCar, IMSA, WEC, NASCAR, and more. From Vincenzo Landino, entrepreneur and creator, featured in Bloomberg, TBPN, Yahoo! Finance, Forbes, Adweek, and Front Office Sports. You can find us on Instagram, Substack, and LinkedIn.
