Formula 1 Academy, the all-female single-seater racing series, has inked a multi-year global sponsorship deal with Wella Professionals, the world’s No.1 salon colour brand. This marks Wella’s first-ever foray into sports sponsorship, combining the worlds of high-performance motorsport and global beauty innovation.
The Partnership at a Glance
Starting from Round 4 at the 2025 Canadian Grand Prix, Wella Professionals will field a branded car — driven by Joanne Ciconte — under the “Wella Professionals operated by MP” banner. This activation coincides with the launch of Wella’s new brand campaign: “Make It You”, which promotes personal identity, creativity, and self-expression.
- Car Design: The #25 Wella car and race suit will feature a striking red and mermaid-inspired livery – a nod to Wella’s 140+ years of pioneering hair science.
- On-site Activation: Fans will experience live touch-ups and beauty services from Wella’s OPI and ghd product lines inside the F1 Academy Paddock Club.
- Brand Visibility: Wella’s campaign slogan “Make It You” will be emblazoned across the car’s rear wing and throughout the paddock area.
Why Now?
This collaboration follows a breakthrough year for F1 Academy:
- Seven races scheduled across three continents in 2025
- Broadcast in over 170 markets worldwide
- The launch of F1: THE ACADEMY – a Netflix documentary that’s now globally streaming and expanding the series’ fanbase
For Wella Professionals, the move is more than a brand extension — it’s a cultural statement about empowering women, merging the worlds of sport, style, and storytelling in a way rarely seen in motorsport.
Why This Is a Case Study in Strategic Lifestyle Integration
This deal isn’t just a marketing win — it’s a masterclass in cross-industry alignment.
For Beauty & Lifestyle Brands:
Wella isn’t merely sponsoring a logo on a car — it’s embedding brand values into the culture of a rising sport. By backing a series rooted in empowerment and visibility, they’re not just targeting fans — they’re speaking to generations of female consumers, creators, and professionals. This is beauty as a cultural accelerator, not a commercial add-on.
For Sports Properties:
This is what the future of sponsorship looks like: deeper lifestyle alignment, multi-touchpoint fan engagement, and crossover storytelling. F1 Academy is becoming a platform for brands outside traditional sport categories — and that’s the real win.
For Investors & Rights Holders:
Women’s sport continues to attract first-time sponsors, especially those from sectors like beauty, wellness, fashion, and tech. These categories are looking for platforms with strong values, rising visibility, and a global growth arc. F1 Academy ticks all three.
At 365247 Consultancy, we help sports properties and brands:
- Unlock high-impact lifestyle sponsorships
- Develop female-first brand integration strategies
- Build campaign ecosystems that travel across broadcast, digital, and real life
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IMAGE: F1 Academy
