What's Happening?
Anastasia Beverly Hills has entered into a multi-year partnership with the Red Bull Academy Program, marking its first move into motorsport. The beauty brand will become a Team Partner for the Red Bull Racing Pepe Jeans and Visa Cash App Racing Bulls Academy Programs. This collaboration will feature Anastasia Beverly Hills branding prominently on race cars and driver kits, starting from the 2025 Dutch Grand Prix. The partnership aims to empower female drivers and enhance their presence in motorsport.
Why It's Important?
This partnership represents a significant crossover between the beauty industry and motorsport, highlighting the growing trend of diverse sponsorships in sports. By supporting female drivers, Anastasia Beverly Hills is contributing to gender diversity in a traditionally male-dominated field. The collaboration could inspire other beauty brands to explore similar ventures, potentially leading to increased visibility and opportunities for women in motorsport.
What's Next?
The partnership is expected to lead to various trackside activations and branding initiatives across F1 Academy race locations. As the collaboration progresses, it may pave the way for more beauty brands to engage with motorsport, further promoting diversity and inclusion. Fans and industry observers will be keen to see how this partnership influences the dynamics of sponsorships in Formula 1.
