{"id":866,"date":"2025-01-17T16:36:00","date_gmt":"2025-01-17T16:36:00","guid":{"rendered":"https:\/\/www.thefreemancompany.com\/sparks\/articles\/formula-1s-rising-female-fan-base-2\/"},"modified":"2026-05-18T14:36:26","modified_gmt":"2026-05-18T14:36:26","slug":"formula-1s-rising-female-fan-base","status":"publish","type":"post","link":"https:\/\/www.thefreemancompany.com\/sparks\/articles\/formula-1s-rising-female-fan-base\/","title":{"rendered":"Formula 1&#8217;s Rising Female Fan Base is Driving Market Expansion"},"content":{"rendered":"\n<div class=\"l-block-editor\"><!--[--><section class=\"c-copy-block\"><div class=\"c-copy-block__wysiwyg s-wysiwyg txt-18\"><p dir=\"ltr\">When it comes to sports entertainment, female teams tend to take the back seat to the male ones. Fortunately, the new <a href=\"https:\/\/www.f1academy.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">F1 Academy<\/a> is successfully evening the playing field. <\/p>\n<p dir=\"ltr\">Instead of fighting for a seat in a male-dominated sport, the recently-developed F1 Academy provides an empowering opportunity for young, female drivers to make a name for themselves in the industry, in an all-female racing space. Managing director and former racer herself, <a href=\"https:\/\/www.susiewolff.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">Susie Wolff<\/a>, began this initiative in 2023 to better integrate women into the sport.<br><\/p><\/div><\/section><section class=\"c-padding-block content-[''] h-[30px] 2xl:h-[60px]\" with-spacing=\"false\"><\/section><section class=\"c-copy-block\"><div class=\"c-copy-block__wysiwyg s-wysiwyg txt-18\"><figure><iframe style=\"width:500px;height:281px;\" src=\"\/\/www.youtube.com\/embed\/6gja74ev4AA\" frameborder=\"0\"><\/iframe><\/figure><\/div><\/section><section class=\"c-padding-block content-[''] h-[30px] 2xl:h-[60px]\" with-spacing=\"false\"><\/section><section class=\"c-copy-block\"><div class=\"c-copy-block__wysiwyg s-wysiwyg txt-18\"><p dir=\"ltr\">So, what exactly does this mean to the world of marketing?<\/p>\n<p dir=\"ltr\">Sparks CXO and co-founder of Women in Experiential (WIE), <a href=\"https:\/\/www.linkedin.com\/in\/robinlickliter\/\">Robin Lickliter<\/a>, recently wrote a piece for <a href=\"https:\/\/www.sportsbusinessjournal.com\/Articles\/2025\/01\/15\/oped-15-lickliter#:~:text=In%20November%202022%2C%20F1%20CEO,of%20F1's%20U.S.%20fan%20base\">Sports Business Journal<\/a> showcasing just how successful this new series has been for both women and brands alike. <\/p>\n<p dir=\"ltr\">As explained in Lickliter\u2019s article, <a href=\"https:\/\/www.formula1.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">Formula 1<\/a> racing has a history of being a male-dominated sport with a male-dominated fanbase. In recent years, however, the fanbase has grown to include a strong female presence. This demographic expansion means \u201cnew ways to market, increasing the types of brands that show up, and presenting more creative ways for them to show out.\u201d With a whole new set of audience members, F1 needed to form partnerships with strong, sensible businesses they\u2019d never worked with before. And no doubt, those brands showed up. <\/p>\n<p dir=\"ltr\">Bringing in luxury names like Tommy Hilfiger and Charlotte Tilbury, Wolff succeeded in expanding F1\u2019s cosmetic and fashion brand partnerships\u2014those of which are typically associated with femininity. Another notable, new F1 partner is American Express, who\u2019s giving back by supporting female-owned small businesses in the F1 Academy host cities. \u201cBrands take note:,\u201d Lickliter advises, \u201cNewer fan bases are not always attracted to the legacy of the sport \u2014 they are far more likely to look forward.\u201d<br><\/p><\/div><\/section><section class=\"c-padding-block content-[''] h-[30px] 2xl:h-[60px]\" with-spacing=\"false\"><\/section><section class=\"c-testimonial block-padding-x overflow-x-clip overflow-y-visible\"><figure class=\"bg-gray-1 text-sparks-black relative block-padding 4xl:p-[90px]\"><div class=\"overflow-hidden\"><figcaption class=\"mb-7 md:mb-10\" data-aos=\"fade-up\"><div class=\"a-section-label text-lg md:text-xl leading-none tracking-widest uppercase font-semibold text-[color:var(--was-accent-color)] text-gray-4\"><!--[-->Robin Lickliter, Chief Experiential Officer, Sparks<!--]--><\/div><\/figcaption><blockquote class=\"s-wysiwyg font-semibold md:text-[max(2rem,3rem)] leading-[1.05]\" data-aos=\"fade-up\"><p>Newer fan bases are not always attracted to the legacy of the sport \u2014 they are far more likely to look forward.<\/p>\n<\/blockquote><\/div><span class=\"text-[max(7rem,10vw)] md:text-[max(14rem,10vw)] 4xl:text-[280px] leading-[0] absolute -left-[1rem] md:-left-[2rem] lg:-left-[3.5rem] top-[2rem] md:top-[4rem] lg:top-[5rem]\" data-aos=\"fade-in\" data-aos-delay=\"500\" data-aos-offset=\"0\">\u201c<\/span><span class=\"text-[max(7rem,10vw)] md:text-[max(14rem,10vw)] 4xl:text-[280px] leading-[0] absolute -right-[1rem] md:-right-[2rem] lg:-right-[3.5rem] -bottom-[2rem] md:-bottom-[4rem] lg:-bottom-[4.5rem]\" data-aos=\"fade-in\" data-aos-delay=\"200\" data-aos-offset=\"0\">\u201d<\/span><\/figure><\/section><section class=\"c-padding-block content-[''] h-[30px] 2xl:h-[60px]\" with-spacing=\"false\"><\/section><section class=\"c-copy-block\"><div class=\"c-copy-block__wysiwyg s-wysiwyg txt-18\"><p>While F1 profits off of new partnerships, supporting brands expand their accessibility in appropriate marketing environments. Not to mention, the integration of women into what used to be a male-dominated space\u2014further fostering female empowerment. Everybody wins.<\/p><\/div><\/section><section class=\"c-padding-block content-[''] h-[30px] 2xl:h-[60px]\" with-spacing=\"false\"><\/section><section class=\"c-cta-block\" with-spacing=\"false\"><div><img decoding=\"async\" class=\"a-img\" src=\"https:\/\/www.thefreemancompany.com\/sparks\/wp-content\/uploads\/sites\/10\/2026\/05\/Robin-Lickliter.jpg\" alt=\"Robin Lickliter\" width=\"760\" height=\"960\" srcset=\"https:\/\/www.thefreemancompany.com\/sparks\/wp-content\/uploads\/sites\/10\/2026\/05\/Robin-Lickliter-1.jpg 400w\" type loading=\"lazy\"><\/div><div class=\"mt-7 sm:mt-0\"><h2 class=\"whitespace-pre-line text-2xl font-semibold\">Read the full article: Formula 1\u2019s rising female fan base is powerful opportunity for brands<\/h2><div class=\"text-center sm:text-left\"><a href=\"https:\/\/www.sportsbusinessjournal.com\/Articles\/2025\/01\/15\/oped-15-lickliter#:~:text=In%20November%202022%2C%20F1%20CEO,of%20F1%27s%20U.S.%20fan%20base\" target=\"_blank\" type class=\"a-button a-button--component_a a-button--variant_solid group inline-flex items-center justify-center gap-1 transition duration-300 truncate text-base font-semibold py-3 px-6 border min-w-[10rem] bg-sparks-black text-white border-sparks-black hover:text-sparks-black hover:bg-transparent group-hover:text-sparks-black group-hover:bg-transparent mt-7 sm:mt-4\"><!--[-->Sports Business Journal<!--]--><!--[--><!----><!--]--><\/a><\/div><\/div><\/section><!--]--><\/div><!----> <!----><!----><!---->\n","protected":false},"excerpt":{"rendered":"<p>When it comes to sports entertainment, female teams tend to take the back seat to the male ones. Fortunately, the new F1 Academy is successfully evening the playing field. Instead of fighting for a seat in a male-dominated sport, the recently-developed F1 Academy provides an empowering opportunity for young, female drivers to make a name [&hellip;]<\/p>\n","protected":false},"author":93,"featured_media":2259,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[27],"tags":[],"class_list":["post-866","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-trends"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Formula 1&#039;s Rising Female Fan Base is Driving Market Expansion - Sparks | Your Global Brand Experience Agency<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.thefreemancompany.com\/sparks\/formula-1s-rising-female-fan-base\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Formula 1&#039;s Rising Female Fan Base is Driving Market Expansion - Sparks | Your Global Brand Experience Agency\" \/>\n<meta property=\"og:description\" content=\"When it comes to sports entertainment, female teams tend to take the back seat to the male ones. 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