The F1 Academy season gets under way in Shanghai this weekend as the all-woman series prepares for its fourth year of racing.
The series is, rightly, commonly framed as a developmental route for women drivers. That was the goal when F1 Academy launched and the team behind the championship has made great strides in that area.
However, the emerging commercial story around F1 Academy is proving to be another metric of success.
Historically, Formula 1 sponsorship categories have been relatively narrow and, while partnership portfolios have broadened in recent years, that expansion has largely come through areas such as artificial intelligence and cybersecurity.
Analysis powered by Sector’s ‘The Grid’ shows a continued rise in B2B partnerships, while deals such as ELEMIS and Aston Martin Aramco have remained relatively rare.
F1, though, is always keen to point to the latest figures of its global survey which show an uptick in female fans – up to 42% in 2025 – while also skewing younger and more social-media driven.
This creates a natural dovetail with F1 Academy, which races alongside F1 at seven locations throughout the year – culminating in the season finale in Las Vegas.
Entry into F1 partnerships is financially restrictive and activating within an already crowded ecosystem can be challenging for new brands. F1 Academy does not face those same barriers.
It therefore becomes a bridge for brands that previously lacked a natural entry point into F1 or motorsport more broadly. Some may not be eyeing a leap into F1 but instead are keen to support F1 Academy, framing their involvement around representation and athlete development.
Entry into F1 partnerships is financially restrictive and activating within an already crowded ecosystem can be challenging for new brands. F1 Academy does not face those same barriers.
Either way, F1 Academy provides an opportunity for sectors such as beauty, cosmetics, fashion and lifestyle to partner with motorsport – a burgeoning one with the USP of women drivers and an engaged and empowered demographic.
Therefore, simultaneously working across F1 and F1 Academy, given the figures mentioned previously, becomes an avenue brands can consider. The likes of American Express and Salesforce already operate across both F1 and F1 Academy, although those partnerships originated in F1 and were easily extended when the series launched.
Sephora, though, announced its arrival into F1 Academy on the eve of the new season.
The industry-leading cosmetics retailer now has its own car, backing driver Natalia Granada throughout 2026.
Announced as the Official Beauty Retailer of F1 Academy, Sephora will also activate in F1, with its Glam Bars appearing in the Paddock Club at 18 grands prix across the season.
This shows that F1 Academy is an ideal jumping-on point for brands that can also tap into F1 and its increasingly relevant fanbase.
F1 Academy has been supported by F1 since its inception but may now be in a position to help expand the sport’s sponsorship map as it becomes a pathway not only for women drivers but also for brands entering motorsport for the first time.
