Formula One's Red Bull Racing have partnered with ecommerce technology company Rokt.
- Partnership will focus on recruiting female athletes to join the esports team
- Branding will appear on Red Bull cars and driver overalls
Context: The new partnership will focus on various initiatives to foster greater diversity in Formula One and beyond. One such goal is to recruit female athletes to contribute to the Red Bull esports team in different capacities and help to make sim racing a safe and welcoming space for female gamers. Rokt have also hired Excel Sports Management to help activate the partnership.
Comment: Christian Horner, team principal of Red Bull Racing, said: “Rokt is committed to fostering diversity and empowering women both within its own organisation and in society at large and we’re proud to work together to launch a virtual program to recruit female esports drivers as one initiative under our new partnership.”
Coming next: Red Bull are expected to announce a partnership with Ford after the global director of Ford Performance, Mark Rushbrook, said a Formula One entry “requires consideration”.