Tag Heuer has been announced as F1 Academy’s first official timekeeper.
Contract:
- Tag Heuer will be one of the designated partner liveries for the 2025 season
- 17-year-old Australian driver Aiva Anagnostiadis will run with Tag Heuer branding this year
Context:
Luxury watch brand Tag Heuer is deepening its relationship with Formula One as part of the wider ten-year deal with LVMH. Already official timekeeper of Formula One, it will also serve as the first-ever title sponsor of the Monaco Grand Prix later this year.
With the F1 Academy grid expanding to 18 cars this season, there are two more commercial opportunities for interested brands thanks to Hitech Grand Prix joining the series. Last year, the likes of Charlotte Tilbury, American Express and Puma all branded cars in the series to go alongside the ten cars supported by Formula One teams.
Comment:
“We are proud to welcome Tag Heuer as official partner and the first official timekeeper for F1 Academy from 2025,” said Susie Wolff, managing director of F1 Academy.
“This partnership reflects a joint commitment to empower female talent and a desire to accelerate change in our sport – it’s most certainly not just a man’s world anymore.”
Antoine Pin, chief executive of Tag Heuer, added: “The values of F1 Academy perfectly reinforce the commitments and ideals of Tag Heuer where innovation and performance are on par with our egalitarian spirit and our openness to all.
“We are honoured to continue our indelible connection to motor racing by becoming official partner and official timekeeper of F1 Academy.”
Coming next:
The 2025 F1 Academy season gets underway at the Shanghai International Circuit in China from 21st to 23rd March.
Go deeper:
- F1 Academy and Charlotte Tilbury: Why brands need to up their game when it comes to sponsorship
- Jamie Chadwick impressed with impact F1 Academy has had on female participation
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