F1 Academy has agreed a multi-year partnership with cosmetics company Wella Group.
Contract:
- Wella will sponsor the MP Motorsport car driven by Joanne Ciconte from this weekend’s race in Canada
- ‘Make It You’ campaign to be promoted on car’s rear wing
Context:
Every F1 Academy entry now has some form of financial support from a third party, whether a Formula One team or an external brand. This is a significant commercial achievement for the series which is only in its third season. Wella joins fellow cosmetics brand Charlotte Tilbury on the F1 Academy grid, highlighting the growing opportunities the all-female series presents for non-endemic brands. Other partners that sponsor cars on the grid include American Express, Tag Heuer, Puma, Red Bull, and Tommy Hilfiger.
Comment:
“We are very proud to welcome Wella Professionals as an official partner in the beauty company’s first-ever venture into sports sponsorship,” said Susie Wolff, managing director of F1 Academy.
“It is fantastic to see Wella Professionals, a brand driven by innovation and championing creative craft for more than 140 years, boldly back women’s sports while supporting our mission to fuel the future of women in motorsport.”
Marlene Lotter, global brand senior vice president at Wella Company, added: “Wella Professionals has always been committed to empowering hair professionals and beauty lovers everywhere to express their best selves through beauty.
“We are driven by our mission to enable limitless transformations and encourage self-expression. We share this spirit of empowerment with F1 Academy and look forward to partnering to unlock the potential in their rising talent – on and off the track.”
Coming next:
This weekend is the fourth round of the F1 Academy season, which sees just one point splitting Ferrari junior driver Maya Weug and Mercedes protegee Doriane Pin at the top of the standings. The action will take place in support of the Formula One Canadian Grand Prix.
Go deeper:
- ‘I laugh when people say I’m marketable’: McLaren’s Bianca Bustamante on breaking down barriers, social media, and building her personal brand
- F1 Academy bags TeamViewer as latest partner
The Mics Out podcast comes out every two weeks with all the latest news from the business world of motorsport. Check out more from the series here.