The deal is an example of the kind of commercial sponsorship for sports that wealth managers undertake.

Dynasty Financial Partners, the US wealth management group that moved its headquarters to St Petersburg from New York in 2019, is sponsoring local motor racing legend Sebastien Bourdais. Bourdais is one of the most successful drivers in the history of American Championship car racing and he lives in “St Pete.”

The firm intends to hold various “VIP experiences,” such as attending NTT IndyCar Series races around the country; meeting and greeting RIA principals and clients, social media support of the local RIAs on race weekends, and exclusive experiences at keystone races, including the Indianapolis 500 and Dynasty’s hometown St Pete Firestone Grand Prix, for which Dynasty is also a race sponsor. Bourdais will be driving for the Dynasty brand and that of select network partner firms in their hometown races. 

Dynasty has also recently sponsored St Pete professional tennis player Danielle Collins at the Miami Open in March 2021, and professional golfer Chase Koepka, a hometown University of South Florida Bull, in the Honda Classic. 

The deal is an example of the kind of commercial sponsorship for sports that wealth managers undertake. A few days ago, iCapital Network, the alternative investments fintech platform, said it was taking its brand around the world’s most famous golf courses by signing up the UK’s Lee Westwood – ranked 20th in the world - as a brand ambassador. Within motor racing, UBS is global sponsor of Formula One.