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Sponsorship has played an impactful part on the motorsport industry since it’sinception. As the sport’s audience evolves from predominantly male to encompass more women enthusiasts, it opens new partnership opportunities within the industry.
The influence of more inclusive, and female brands in motorsport became evident earlier this year when Charlotte Tilbury announced its inaugural global sponsorship, marking the first time a female-founded brand and a beauty brand sponsored F1 ACADEMY.
Following suit, other makeup brands have also entered the motorsport arena. Just this month, Katherine Legge revealed her participation in her fourth Indy 500 at the end of May with Dale Coyne Racing, supported by E.L.F. BEAUTY as her primary sponsor.
In addition, Mattel, Inc.’s Barbie made its foray into motorsport this past month by sponsoring Caitlin Wood for the 2024 season in the Porsche Sprint Challenge.
But what implications does this hold for the future of motorsport sponsorship and events?
It creates more avenues within the motorsport realm for brand exposure beyond mere sponsorship. Cosmetics companies like Charlotte Tilbury and E.L.F. BEAUTY can leverage their partnerships with the sport to connect with fans through event activations during race weekends.
It is inspiring to see more female targeted brands getting involved in the world of motorsport since here at Velocity we are a predominantly female team. Having female representation on and off track in this industry will not only aid brands in terms of their exposure, but it also has the potential to inspire more women to join the exciting world of motorsport. What other female brands would you like to see enter the motorsport arena?
Let us know!
