In just the fourth round of F1 Academy, the series has announced a landmark multi-year partnership with Wella Professionals, marking the beauty giant’s debut in sports sponsorship.
This partnership is groundbreaking for both organisations. As Wella Professionals joins the already elite list of brands supporting the Female racing series, alongside brands like Puma, Tommy Hilfiger, and Charlotte Tilbury.
As part of the deal, Wella Professionals will serve as the title sponsor for Australian driver Joanne Ciconte’s F1 Academy car. A car that was previously backed by the series itself.
The partnership also sees the launch of a new livery, unveiled just in time for round 4 at Montreal. The design will proudly display Wella’s signature red colour and its iconic mermaid symbol. Visually celebrating the brand’s heritage while tying into its global “Make It You” campaign. A campaign that encourages individuals to define beauty on their own terms. Reinforcing creativity and individuality.
An important partnership for Wella Professionals and F1 Academy
This deal marks a bold step for the beauty leader as it extends its influence into the fast-paced world of motorsport. The partnership is not just about branding; rather, empowering women in sport and supporting the incredible female athletes competing in F1 Academy.
Managing director of F1 Academy, Susie Wolff gave her thoughts on the partnership;
“We are very proud to welcome Wella Professionals as an Official Partner in the beauty company’s first-ever venture into sports sponsorship.”
“It is fantastic to see Wella Professionals boldly back women’s sport. While supporting our mission to fuel the future of women in motorsport.”
Wella Company’s Global Brand Senior Vice President, Marlene Lotter, echoed this sentiment:
“We share this spirit of empowerment with F1 Academy. We look forward to partnering to unlock the potential in their rising talent. Both on and off the track.”
