"We are always surveying the space of where individuals are consuming or might be consuming beauty, or where there's an intersection between beauty and a sports brand. [We heard] that young women are fans of F1, and there's a growing female [audience]. The excitement around [Netflix's] 'Drive to Survive' and the F1 Academy content series and being at one of the races is continuing to uptick."
"F1 Academy's international reach - the 2026 series will visit six countries, including Saudi Arabia, the U.K. and U.S. - gives Sephora access to a global audience that is roughly 45% female, with a growing Gen-Z audience base. Formula 1's 2025 season overview reported that the 2025 F1 Academy season was broadcast in over 160 territories and streamed live on YouTube, where viewership grew 67% year over year."
Sephora has announced a multi-year partnership with F1 Academy, the women's racing championship founded by Formula One Group. As the official beauty retail partner, Sephora will sponsor a car driven by Spanish driver Natàlia Granada and operate beauty bars at all F1 Academy races. The partnership provides Sephora access to a developing league with significant growth potential, particularly among young women and Gen-Z audiences. F1 Academy's international reach spans six countries with a fanbase that is approximately 45% female. The Sephora-branded car debuts at the 2026 season's first race in Shanghai on March 13, with accompanying global and localized social media campaigns. F1 Academy viewership grew substantially, with three out of four new Formula 1 fans in 2025 being female.
#sports-marketing-partnership #womens-racing #gen-z-audience-targeting #global-brand-expansion #beauty-retail-strategy
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