What's Happening?
Anastasia Beverly Hills has entered into a multi-year partnership with the Red Bull Academy Program, marking its first venture into motorsport. The beauty brand will feature prominently on the Red Bull Racing Pepe Jeans and Visa Cash App Racing Bulls Academy Programs, with branding on cars and driver kits. This collaboration aims to support female drivers, with branding debuting at the 2025 Dutch Grand Prix. Anastasia Soare, CEO of Anastasia Beverly Hills, expressed excitement about empowering women in motorsport through this partnership.
Why It's Important?
This partnership signifies a unique intersection between the beauty industry and motorsport, highlighting the growing trend of cross-industry collaborations. By supporting female drivers, Anastasia Beverly Hills is contributing to the diversification and empowerment of women in traditionally male-dominated fields. The partnership also reflects the increasing importance of branding and experiential marketing in sports, as companies seek innovative ways to engage with audiences and expand their market reach.
What's Next?
The partnership will see Anastasia Beverly Hills branding launched at the 2025 Dutch Grand Prix, with further activations planned across F1 Academy race locations. This collaboration may inspire other beauty brands to explore opportunities in sports sponsorships, potentially leading to more diverse partnerships. The success of this initiative could encourage Red Bull Academy and other motorsport entities to continue fostering inclusivity and supporting female athletes.
