When you think of motorsports, what’s the first thing that comes to mind?
Maybe it’s Max Verstappen, a Dutch-Belgian Formula One Champion, securing his fourth world title? Or is it rookie driver Oliver Bearman's last-minute call-up?
Either way, just hearing the word “motorsports” probably makes you picture roaring engines, high-speed battles, and the kind of nail-biting moments where a fraction of a second can make or break a career.
For decades, the sport has undeniably been a men's club; male drivers, male-focused branding, and an audience that brands assumed was mostly men. Everything from sponsorships to marketing campaigns was designed to target and capture the hearts of the male gaze.
And for a long time, it seemed like that wasn’t going to ever change any time soon. But the past few years have brought a surprising shift, one that’s impossible to ignore.
More women are in the stands, in the paddock, and—most importantly—behind the wheel. The face of motorsport is shifting, and brands are finally waking up to a massive, untapped market.
So, what does this mean for the future of motorsport marketing? Let’s take a look.
From the Sidelines to the Starting Line
Not too long ago, seeing women in motorsports felt like winning a lottery, rare but not impossible. But looking at the industry now, it’s like a whole different story.
Women now make up 40% of Formula One’s global fanbase—that’s over 300 million female fans. Worldwide. And beyond just viewership, women control a staggering $31.8 trillion in global spending, a number set to reach 75% of discretionary spending within five years.
Female representation has driven onto the race track, and it’s on full throttle.
One of the biggest moves towards female representation is the F1 Academy, led by Susi Wolff. Designed as an official talen launchpad, it’s giving female racers the training, exposure, and career pathways they need to break through motorsport’s male-dominated industry.
This shift didn’t happen in a vacuum. Since Liberty Media took over F1 in 2017, the sport has set its sights on expanding its audience, bringing in fresh eyeballs and big sponsorship dollars.
Initiatives such as Netflix’s “Drive to Survive” gave fans, including women, a deeper look at the rivalries, personalities, and culture of the entire sport in just a few binge-worthy hours. This strong initiative has resulted in more women tuning in, engaging, and even stepping onto the track.
The 40% That Brands Can’t Ignore
Motorsports marketing has been synonymous with speed, grit, and raw horsepower—qualities that are marketed with a distinctly masculine edge. But with women now making up 40% of the global fanbase, brands are now forced to rethink who they market to and how they do it.
Beauty powerhouses such as Charlotte Tilbury, E.L.F Beauty, and Fenty Beauty have been leading the charge. With sponsorship revenues skyrocketing up to $632 million, these brands aren’t just slapping their logo on race cars and calling it a day. They’re showing up in ways that matter, launching special edition products, and collaborating with female drivers and content creators to drive real representation in motorsports.
These initiatives are bringing a distinctly feminine touch to a sport that has largely been driven by masculine aesthetics. The rise of pink merchandise, chic trackside experiences, and luxury self-care activations proves that femininity has carved out its very own racetrack in motorsport culture.
And with the F1 season about to kick off this March, fans should be at the edge of their seats to see what new collaborations, activations, and innovations brands will be rolling out next.
Clearly, this is just the beginning. As more women embrace the sport, expect to see even more female-focused activations—demos, VIP beauty lounges, and glam-inspired race day experiences.
Because in today’s motorsports, speed and style can go hand in hand.
Full Throttle Into Change
This monumental audience shift has already left the starting line years ago. Just look at every new sponsorship deal, every fresh face in the stands, and every partnership popping up. But what’s really impressive is how the key players have managed to stay ahead of the curve.
Both brands and the motorsport world have seen it coming from a mile away. They’ve dug into the numbers, spotted the opportunities, and now they’re making bold moves to connect with a fanbase that’s more diverse and vibrant than ever.
So, how exactly are they playing this game so well?
🚗Strategic Brand Partnerships
Beauty brands like Charlotte Tilbury and E.L.F. entered F1 because they’ve identified a high-growth market at the perfect time. Through collaborations with teams, drivers, and content creators, they’ve made motorsport more inclusive while also expanding their own brand presence.
🚗F1’s Audience-Centric Approach
F1 has stuck to what works—it's a sport that thrives on audience engagement. The organization has stayed true to its roots by continuously focusing on what matters most: its fans. They’ve managed to meet the evolving needs of a diverse, global fanbase through its brilliant fan-centric approach.
🚗The Power of Representation
Women-centered brands, more than any other industry, recognize the power of representation. Their entry into the world of racing sports leaned into what makes racing so unique in the first place: highlighting diverse stories, personalities, and perspectives that make the sport what it is.
Know Your Audience To Be Ahead Of The Race
Motorsport’s rapid adaptation to this growing demographic has shown us something crucial: to stay relevant, you can’t rely on what audience you’re normally used to.
The most successful brands do more than just look at the numbers and stats. They put themselves in the driver’s seat of their audience’s lives.
- What are they passionate about?
- What fuels their decisions?
- How do their interests evolve over time?
Audience dynamics are always shifting, and the brands that win are the ones that adapt. That’s why you’ll need Jumper Media’s Social Media Management Services. We go beyond the numbers on a spreadsheet—we connect with your audience on a deeper level. We’ll work with you like we’re part of your team, ensuring your brand resonates authentically.
Hop in, and let’s get you on the fast track to success.
