Red Bull agree F1 Academy deal with Anastasia Beverly Hills

• First entry into motorsport for Anastasia Beverly Hills
• Brand will support Alisha Palmowski and Rafaela Ferreira

Red Bull Racing have agreed a long-term deal with beauty brand Anastasia Beverly Hills for their F1 Academy programme.

It is the first standalone partnership that Red Bull have procured for their F1 Academy programme and marks the first time that Anastasia Beverly Hills has entered the world of motorsport.

The partnership covers both the Red Bull-branded car driven by Alisha Palmowski and Rafaela Ferreira’s Racing Bulls entry. The company’s branding will be most prominent on Palmowski’s car, being displayed on the rear wing and cockpit. Ferreira’s car will display logos on the side chassis and front nose.

“Welcoming Anastasia Beverly Hills to our growing and diverse family of partners is a monumental step for the Red Bull Academy Programme, supporting both the Red Bull Racing Pepe Jeans and Visa Cash App Racing Bulls Academy Programmes,” said Julia George, director of partnerships at Red Bull Racing.

“We’re delighted that one of the fastest-growing beauty brands in the world has entrusted the Red Bull Academy Programme to make its first step into motorsport.”

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Anastasia Soare, founder and chief executive of Anastasia Beverly Hills, added: “We are incredibly proud to mark ABH’s first move into motorsport with this long-term partnership across two F1 Academy teams.

“Motorsport has always been about pushing boundaries, and through this collaboration we’re excited to support the next generation of talented female drivers, making them feel beautiful and powerful.

“This is just the beginning of an exciting journey with the Red Bull Academy Programme, and we’re committed to making a lasting impact both on and off the track.”

The deal highlights the changing commercial landscape in Formula One, with an increasing number of non-endemic brands viewing the sport as a viable platform. As Formula One’s fanbase skews younger and more female, beauty brands see an opportunity to engage.

Charlotte Tilbury is already involved as a major sponsor in F1 Academy, while Aston Martin have a partnership with Elemis.