Rochas has tapped into the world of Formula 1 by launching a campaign that features a glamorous all-female team using their new fragrance, Audace. As F1 enters its 75th season, it boasts a diverse fan base, with 41% being women. Sponsorship in F1 is on the rise, exceeding $2.9 billion and appealing to beauty brands like Charlotte Tilbury. The sport’s appeal, bolstered by shows like 'Drive to Survive', is shifting marketing strategies as brands seek to connect with a younger audience more effectively through sports rather than traditional advertising.
F1’s sponsorship is up 10 percent on-year and has reached in 2025 already more than $2.9 billion, showing how brands are racing to connect with a growing audience.
Beauty brands are leveraging F1’s popularity with campaigns, signaling a significant cultural shift in sports marketing as audiences diversify and expand.
The Netflix series 'Drive to Survive' has been instrumental in bringing a younger, more diverse demographic to Formula 1, reshaping its audience landscape.
Sports marketing is evolving with beauty brands recognizing that engaging fans can be achieved more effectively through sports than traditional advertising alone.
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