Formula One has built on its regional deal with American Express, with the US-based company becoming an official partner of F1 Academy.
Contract:
- Financial services giant will be the official sponsor of British driver Jessica Edgar
- American Express will run a custom livery with Shop Small branding, as well as the logo of a local small business
Context:
While American Express has previously agreed partnerships across the likes of soccer, basketball, tennis and golf, its regional tie-up with Formula One was its first multi-market sports partnership.
The company has now doubled down on this original commitment with this support of the all-female junior series. This also means that all five cars not supported by a Formula One team now have commercial backing, with Charlotte Tilbury, Puma, Tommy Hilfiger and Red Bull all involved.
Comment:
“American Express is a worldwide leader in the payments space and a powerful advocate for small businesses and entrepreneurs globally, and we’re proud to welcome them to F1 Academy as an official partner,” said Susie Wolff, managing director of F1 Academy.
“We’re thankful to American Express for embracing our vision and for showing their commitment to elevating women in sport and inspiring the next generation of female drivers.
Coming next:
F1 Academy’s second race of the season takes place this weekend at the Miami International Autodrome from 3rd to 5th May.