Red Bull has agreed a title partnership with Ford Motor Company for the Red Bull Ford Academy Programme car in F1 Academy.
Contract:
- Ford branding to feature heavily on Emely de Heus’ entry for the 2024 F1 Academy season
- Partnership officially debuted at the Saudi Arabian round
Context:
Red Bull is supporting three drivers in the 2024 F1 Academy season: Emely de Heus and sitters Amna and Hamda Al Qubaisi. The team have already agreed a title sponsorship deal with Pepe Jeans for their Formula One-branded entry with Hamda Al Qubaisi.
While this highlights Ford’s commitment to supporting women in motorsport, it also comes at a time when the company’s backing of Red Bull is being tested. Ford chief executive Jim Farley previously wrote to the team demanding a resolution to the Christian Horner controversy, according to the Associated Press (AP).
Comment:
Julia George, director of partnerships for Red Bull Racing, said: “Ford are an automotive manufacturer rich in motoring history that spans generations. Welcoming them as title partner of the Red Bull Ford Academy Programme is hugely exciting and demonstrates their appetite for improving female representation in motorsports both on and off the track.
“F1 Academy marks a major step forward for female drivers’ progression to the next level in motorsport and helps provide a pathway to ensure they can fulfil their potential, a commitment that is fully supported by Ford.
“The wealth of technical expertise that they bring to the partnership is crucial for the success of the Red Bull Ford Academy Programme car, and we are excited to see what the 2024 F1 Academy season brings.”
Coming next:
F1 Academy returns for its second round of the season in Miami from 3rd to 5th May.
Go deeper:
- F1 Academy and Charlotte Tilbury: Why brands need to up their game when it comes to sponsorship
- ‘We are making steps, but we are not there yet’: Analysing the state of play for women in motorsport
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