United by speed: partnership reinforces the company’s strategy of boosting Brazilian talents who inspire generations

Mercado Livre, Latin America’s leading e-commerce platform, announces its official sponsorship of Brazilian driver Gabriel Bortoleto, reinforcing its strategy of combining speed with the rising force of young talents who inspire generations.

The agreement reinforces Mercado Livre’s vision of supporting rising talents who represent the future of the sport. In addition, Formula 1 — by bringing together speed, technology, constant evolution, and teamwork—creates a direct parallel with the values that guide the company’s operations across Latin America and the way the brand operates and executes on a daily basis.

“We are very proud to welcome Gabriel Bortoleto to the fastest team in Brazil. He embodies the values that drive Mercado Livre: determination, the courage to take risks, and a constant pursuit of excellence,” says Iuri Maia, Brand Strategy Director at Mercado Livre. “Connecting our brand with Gabriel is a natural move: we are driven by speed and by delivering results, whether on the track or in the daily lives of our millions of users.”

“Joining Mercado Livre at this point in my career is very meaningful,” says Gabriel Bortoleto. “Speed has always been part of my journey, and being alongside a brand I already use in my daily life—one that values execution, innovation, and a vision for the future—makes this partnership even more special.”

Through this sponsorship, Mercado Livre strengthens its presence in one of the most relevant territories in global sport, aiming to build a consistent connection with the interests and values of millions of people in Brazil and across Latin America.

Campaign translates the synergy between driver and brand under the concept “United by Speed”

To mark the beginning of the sponsorship, Mercado Livre launches a campaign that translates the synergy between the driver and the brand under the concept “United by Speed.”

The content references the Formula 1 universe by creating anticipation around the reveal of a car and, through a playful narrative twist, presents a Mercado Livre delivery van to symbolize speed and the fastest delivery in Brazil. The film then shows the driver receiving his helmet featuring the company’s logo, which will accompany him throughout the season.