F1 Academy: A Rare Opportunity For Brands To Do Good

Brands looking to showcase a genuine commitment to gender equality are turning to F1 Academy as a solid investment rather than a mere symbolic gesture.

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When most racing fans think of motorsport sponsorship, they envision the logo-covered cars of Formula 1, where teams like Mercedes and Red Bull secure hundreds of millions in backing from global corporations. However, in the world of F1 Academy, the all-female racing series launched in 2023, the sponsorship landscape presents a different (and perhaps more intriguing) story.

Susie Wolff, Managing Director of F1 Academy. Photo courtesy of @f1academy

A Groundbreaking Sponsorship Model

Unlike traditional motorsport series where drivers compete for individual sponsors, F1 Academy has pioneered a unique approach. Each Formula 1 team supports at least one F1 Academy driver, creating a direct pipeline between the development series and the pinnacle of motorsport. This innovative structure tackles one of the most persistent barriers for women in racing: consistent financial support.

“Obviously, having the F1 teams on board and their supporting drivers is also a big foundation of hopefully our mid-to-long term success. It was clear for me that two things had to happen - racing with F1 and having F1 teams onboard and that we managed to achieve. Now we need to prove that we have a platform that can deliver ROI but also be impactful.” - Susie Wolff, Managing Director of F1 Academy

Alba Larsen wearing Tommy Hilfiger in the Paddock. Photo courtesy of @f1academy