F1 Academy — how the inclusion‑led model is redefining motorsport partnership

Sponsorships and brand partnerships in Formula 1 continue to evolve, with one of the most notable developments being the rise of F1 Academy — the all‑female single‑seater series launched in 2023 to develop the next generation of talent.

While Formula 1 still attracts global luxury, technology and financial brands, F1 Academy is carving out a new model: inclusion‑led, audience-focused and experience-driven partnerships. 

This shift signals a broader evolution in motorsport commercialisation, where success is built on relevance and cultural alignment rather than scale alone, enabling brands to engage meaningfully with growing female fan demographics at a time of record global interest in the sport.

Here, Emily Rickard and Catherine Forshaw from our specialist sports law team explore how F1 Academy is redefining commercial partnerships in motorsport — and the practical considerations that sponsors and rights holders should be paying close attention to — ahead of our State of Play conference.

Why F1 Academy’s sponsorship model marks a break from tradition

One of the defining features of F1 Academy’s commercial approach is its success in attracting lifestyle brands — particularly from the beauty, fashion and retail sectors. 

High-profile partnerships underline this shift and demonstrate how commercial partnerships are increasingly defined by storytelling rather than signage:

• Sephora has joined as Official Partner and Official Beauty Retail Partner for 2026, blending series rights with driver support, live activations and content-driven campaigns. 
• Charlotte Tilbury funds a full championship seat through the Girls Karting Academy scholarship to align brand purpose with talent development and audience growth. 
• Tommy Hilfiger has focused on creative, media-led collaboration, with bespoke liveries and ambassador-driven content extending well beyond the circuit.

A multi‑layered sponsorship model

Unlike traditional motorsport sponsorships that have historically focused on either team or series‑level rights, F1 Academy has embraced a multi‑layered commercial structure that includes:

1. Individual driver sponsorships

Sponsors are now demanding deliverables that go beyond race weekends to cover branded gear, social content, ambassador roles and fan activations. This reflects a broader shift towards athlete‑as‑media‑channel, where the personal brand of the driver is as important as the sporting platform itself.

2. Hospitality, paddock access & on‑site experiential activations

Rather than relying solely on broadcast exposure, brands are investing in immersive, on‑site fan experiences, including interactive activations, pop‑up retail environments and curated hospitality offerings. These activations align closely with modern consumer expectations and social‑first marketing strategies. However, they also introduce additional considerations around operational delivery, health and safety, regulatory compliance and jurisdictional risk management, particularly for a global series operating across multiple territories.

3. Embedded exposure through broadcast, social media & documentary‑style content 

Sponsors are seeking platforms that allow them to activate across physical events, social media, short‑form video, documentary content and athlete‑led narratives. For businesses, this reinforces the importance of integrated commercial, legal and media strategies, where sponsorship, content production and distribution are planned together rather than in silos.

Evolving sponsorship landscape

Gucci’s recent entry into Formula 1 as Alpine’s title partner demonstrates how F1 Academy-style sponsorship models are already being adopted at the highest level of the sport. 

From 2027, the team will compete as the ‘Gucci Racing Alpine Formula One Team’, with the partnership positioned as a broader lifestyle and experiential platform spanning branding, content and high-end fan engagement rather than traditional trackside visibility alone. 

This reflects the same shift seen in F1 Academy towards storytelling, cultural alignment and integrated, multi-channel activation, signalling that luxury and fashion brands are increasingly using motorsport as a platform for immersive, audience-led engagement rather than purely sponsorship exposure. 

Three practical considerations for sponsors and teams

1. Prioritise integrated sponsorship strategies — carefully define the interaction between overlapping sponsorship tiers, manage category exclusivity and ensure clarity around content ownership, usage rights and activation boundaries.
2. Be flexible — partnerships can be tailored to specific commercial objectives, whether that be brand awareness, audience conversion or values‑based positioning. 
3. Strengthen contractual & IP frameworks — ensure that clear agreements around image rights, content ownership, usage rights and exclusivity, particularly when engaging directly with athletes as brand ambassadors.

What F1 Academy signals for the future of motorsport sponsorship

F1 Academy shows how motorsport can attract new partners through cultural alignment and inclusion, monetise across multiple tiers and use storytelling and digital platforms to extend value beyond race day. 

Rather than disrupting Formula 1, it complements it — reinforcing the shift towards audience connection, brand values and media integration over pure scale. For brands and rights holders, it’s a clear case study of how partnerships, content and commercial strategy are converging to shape the future of sports sponsorship.

Talk to us

The evolution of sponsorship demands integrated thinking across commercial rights, athlete engagement, content, media and experiential delivery. Our award-winning sports law team supports rights holders and brands in creating partnerships that are aligned, resilient and built for modern audiences.

We’ll be developing these ideas further at State of Play 2026, focusing on delivering world‑class events in the UK and the commercial, partnership and media strategies behind them.

Talk to us by calling 0333 004 4488, emailing hello@brabners.com or completing our contact form.