Why Wella's Partnership with F1 Academy is Huge News For Women's Sports
This brand's exclusive commitment to women's sports is reshaping the commercial landscape of motorsport, and proving that investing in female athletes isn't just good values, it's good business.
Story by Mira Johal
The paddock at F1 Academy races has undergone a dramatic transformation since the series launched in 2023. What started as a simple grid with basic sponsor boards has developed into a lively display of major brands, each competing to be associated with the fastest-growing category in motorsport. Charlotte Tilbury's makeup retouch booths occupy premium real estate, Puma's distinctive branding adorns team gear, and Tommy Hilfiger's logos flash past at 200 kilometres per hour. Soon, a new addition will join this commercial ecosystem: Wella Professionals, bringing their distinctive presence to the MP Motorsports livery throughout the 2025 season.
But this isn't just another sponsorship announcement. Wella's multi-year partnership with F1 Academy represents something far more significant: the culmination of a deliberate, decades-long strategy that has positioned the beauty brand as a pioneer in supporting women's sports exclusively.
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