As F1 Academy heads into Round 4 in Montreal, the series has revealed a new multi-year partnership with Wella Professionals. Notably, this partnership adds to the growing list of global brands supporting the series and its teams, which already includes Puma, Tommy Hilfiger, and Charlotte Tilbury.
In particular, Wella Professionals will serve as the title sponsor for Joanne Ciconte‘s No. 25 F1 Academy car. Until now, Ciconte had received direct backing from F1 Academy itself.
Coinciding with this announcement is the launch of a new Wella Professionals livery, which aligns with the company’s global campaign, Make It You. This campaign encourages individuals around the world to define their own standards of beauty and to embrace self-expression through creativity.
Moreover, the new livery will visually reflect Wella Professionals’ 140-year history of innovation in hair science. It will feature the brand’s signature red colour and the iconic mermaid symbol, both of which serve to honour its rich legacy.
This partnership also marks Wella Professionals’ inaugural venture into the world of sports sponsorship. As such, it represents a significant step not only for the beauty brand but also for F1 Academy’s expanding commercial footprint.
Wella Professionals share “spirit of empowerment” with F1 Academy
F1 Academy’s Managing Director, Susie Wolff, expressed pride in the collaboration, stating:
“We are very proud to welcome Wella Professionals as an Official Partner in the beauty company’s first-ever venture into sports sponsorship. It is fantastic to see Wella Professionals, a brand driven by innovation and championing creative craft for more than 140 years, boldly back women’s sport while supporting our mission to fuel the future of women in motorsport.”
Likewise, Wella Company’s Global Brand Senior Vice President, Marlene Lotter, also highlighted the alignment of values between the two organisations:
“Wella Professionals had always been committed to empowering hair professionals and beauty lovers everywhere to express their best selves through beauty. We are driven by our mission to enable limitless transformations and encourage self-expression. We share this spirit of empowerment with F1 ACADEMY and look forward to partnering to unlock the potential in their rising talent – on and off the track.”
Ultimately, this partnership marks Wella Professionals’ debut in the world of sports sponsorship. By joining forces with F1 Academy, the brand not only reinforces its commitment to creativity and empowerment but also helps to support the development of women in motorsport, both on and off the track.
