Why Is Susie Wolff Led F1 Academy a Big Boost to Formula 1?

The first woman to race in F1, Maria Teresa de Filippis, was told by the then race director that, “The only helmet that a woman should use is the hairdresser,” and she ended her career in the following year at the Monaco Grand Prix. The late 50s had already seen a woman break the barrier when most women in the world didn’t even drive, but unfortunately, that did not set the obvious influx of female prowess into the sport. Fast forward sixty-five years, the number of women participants in the history of F1 is just 5. While it can be easily said that the progress is shambolic, the Susie Wolff-led F1 Academy is here to bring in the much-needed change.

What exactly is F1 Academy you ask? It is a single-seater open-wheel spec series for women (founded by Formula 1). Founded in 2023, the academy uses a chassis, usually used for Formula 4. And the woman who was most recently the closest to an F1 seat, Susie Wolff, is the managing director of the initiative. And while many still feel women don’t belong in this world of fast cars, I believe this is a very big window for F1 to connect to the untapped world.

Charlotte Tilbury signs groundbreaking partnership with F1 Academy

Charlotte Tilbury became the first female-founded brand to sign a partnership with F1 Academy. This is a groundbreaking development for the Formula 1. The Global Cosmetics /Makeup Industry, which is estimated to be valued at USD 380 billion in 2021 to USD 465 billion by 2026, has begun knocking at the doors of a white man-centric European niche sport that very recently has begun breaking the shackles.

Two years ago, the old cousin of F1 Academy, the W series, died an untimely death because the organizers simply didn’t have the money from sponsorships to keep it going. And only a year later we stand at a juncture where a 400 billion-dollar industry has initiated a historic collaboration. The commonality of shared goals to empower women has brought the two worlds closer. Susie Wolff took to LinkedIn and posted a picture with Charlotte Tilbury with the caption, “A woman with a vision who built an incredible brand and company. Products which I use and love. Her mantra is dare to dream it, dare to believe it, dare to do it. Charlotte Tilbury Beauty, welcome to the tribe. Very proud to announce our groundbreaking F1 Academy x Charlotte Tilbury Beauty partnership.”

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This association with the luxury makeup brand which has the tagline of “Make up your destiny” is surely going to make up for the lost time women had to enjoy the sport as a spectator. But is this only a great thing for women in motorsports? The answer to this is in the negative.

What does this mean for Formula 1?

Last year Jessica Hawkins and Bianca Bustamante became ambassadors and development drivers for Aston Martin and McLaren respectively, marking an initial influx of women into the sport which is in dire need of diversity. While these are still baby steps, this simply means many industries whose target audience and consumers are women will now be keeping a close eye on F1.

While women like me do account for a huge chunk of viewers of the sport, many women-centric brands have been shy of stepping into this male-dominated world. But this path-breaking development is a milestone for the sport which has always complained of slow expansion, even if that is due to its demons.

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Do you think other brands and industries are just waiting to make their grand entrance into the sport and sweep us off our feet?

Editorial Disclaimer: The views expressed are those of the author and do not necessarily reflect the opinions of EssentiallySports.