The Formula 1 Edition

F1 brand partnerships 101, my girl crush on Susie Wolff, F1 Academy and season predictions

Issue #3

In the Lap of Luxury: LVMH x F1 State of Play

Let’s kick off with a quick update on LVMH’s new 10-year partnership with Formula 1, formally unveiled at the “Formula 1 Louis Vuitton Australian Grand Prix 2025”. Last year, when the news broke, I wrote about what I’d envisioned the partnership to look like, so let’s see where we’re landing at the start of the season:

• Gorgeous Louis Vuitton trophy trunks

• Moët Hennessy champagne for podium celebrations (minus my boy Ricciardo’s shoeys 🥲)

• Tag Heuer’s takes on the role of official timekeeper, which now extends into F1 Academy support

While the title partner for the inaugural race of the season was Louis Vuitton, we will see the LVMH partnership take center stage again in Monaco with the Tag Heuer Grand Prix, Belgium with the Moët & Chandon Belgian Grand Prix later this year.

If I’m being honest, I’m underwhelmed by the partnership so far. Yes, the LV logo was plastered all over Albert Park in Australia, but I’m really feeling the lack of innovation that could have truly made this partnership a cultural moment and catapulted LVMH into a new league with a younger audience.

(1) I am not a fan of the re-imagined LV logo.

My first view of it was on the first turn of the track and I thought a driver had driven over it so the print had blurred (LOL as if there would be wet ink on the circuit)… until I realized LVMH has changed the logo to represent speed. Changing your brand’s logo is a BIG DEAL in the marketing world - especially for one as iconic as LV - and requires months of iterations and layers of approval going right up to the very top. In this case, it feels like the LV execs and their creative agency got stuck in a stalemate over how much to change the logo and the end result just feels like it’s lacking imagination. Either commit to the change or don’t do it at all. If I were making this decision, I wouldn’t have touched the logo.

What do you think of the LV x F1 logo?

(2) Why didn’t LVMH leverage Lewis Hamilton’s Move to Ferrari?!

For such a high profile partnership, I felt they could have leveraged the LVMH Maisons so much better. If there is one thing about F1 that I follow more closely than the races, it’s what my guy Hamilton’s is wearing when he walks on to the grid pre-race day.

He made his Ferrari debut in one of the most anticipated moments in Formula 1 history and LVMH should have seeded him a killer outfit from Dior, or his own capsule collection as a guest designer of the brand, but instead, he walked out in Jacquemus, Zegna and Bottega Veneta - owned by LVMH’s competitor Kering. Huge (read: yuuuuuge) missed opportunity to generate some organic buzz at the start of the season when all eyes were on Hamilton.

Lewis Hamilton in Jaquemus. Source: Red Carpet Fashion Awards

(3) LVMH is missing the F1 female fan base.

Nearly 50% of the F1 fandom now comprises women, thanks to the exposure from Netflix’s Drive To Survive series. One of my major predictions from the LVMH x F1 partnership was that this was a great opportunity for the luxury conglomerate to tap the female fanbase, but considering the three Maisons getting the bulk of the real estate on the grid, LVMH has sped right past F1’s female fan base.

As I’d mentioned in my last article, I’d love to see some motorsport-inspired capsule jewelry collections from Tiffany’s or Chaumet. Or even some sporty limited edition bags from Marc Jacobs. LVMH has over 70 Maisons ranging from mass to ultra luxury that they could have leveraged to serve the F1 fandom - across genders - through products & online/offline activations, but so far, it’s giving stiff and boring.

Anyhoo, it’s still early on in the season, so I hope we’ll see more innovative ways this partnership comes to life. I, for one, am still keeping my fingers crossed to see Sephora (another one of LVMH’s Maisons) show up for my F1 Academy girlies. It could involve everything from race-weekend glam stations for fans to educational masterclasses on skincare and wellness for the drivers themselves. By leveraging Sephora in this space, LVMH can tap into a younger, style-conscious demographic that’s naturally aligned with the F1 Academy’s vision of championing women in motorsport. It’s a perfect synergy: Sephora gets an inroad to sports fans who are already primed for exciting experiences, and the F1 Academy benefits from a global beauty brand committed to empowering women.

---

Other Major Companies Betting on F1

On the grid, you’ll spot several heavyweight names that keep this global show running. Below are some key players benefiting from the F1 publicity rocket ship.

1. Heineken

   • Spend: $50 million/year

   • Benefit: As the official beer partner, Heineken features in trackside ads, hosts lively fan zones, and bankrolls “enjoy responsibly” campaigns. F1 gets a festival atmosphere, and Heineken gains an international platform.

2. Aramco

   • Spend: $45 million/year

   • Benefit: Aramco’s sponsorship results in consistent visibility via track signage, naming rights for specific race sessions, and co-branded sustainability initiatives. The oil giant aims to pivot public perception toward greener tech, and F1 uses Aramco’s backing for R&D projects.

3. AWS

   • Spend: Unknown

   • Benefit: Provides real-time race stats, predictive analysis, and advanced machine learning for F1 broadcasts. F1 gets cutting-edge data to engage fans, while AWS showcases its tech prowess to a global audience.

4. Crypto.com

   • Spend: $20 million/year

   • Benefit: The official cryptocurrency platform partner of F1 invests in trackside branding, NFT collectibles, and fantasy racing leagues. F1 appeals to a younger, tech-minded demographic, and Crypto.com garners mainstream legitimacy.

5. Qatar Airways

   • Spend: $25 million/year

   • Benefit: Serves as the “travel partner,” offering flight deals, VIP lounge concepts, and co-branded tourism campaigns. F1 gets a global airline to help move the circus around, while Qatar Airways connects with an international spectacle.

6. Visa & Cash App Co-Title Sponsors for Red Bull

   • Spend: $20 million/year

   • Benefit: Cash App invests in trackside signage, paddock fan experiences, and digital payment integrations. By offering in-race promos tied to instant transactions, they reach a tech-savvy crowd.

---

Sponsor vs. Partner: Why the Label Matters

A sponsor mainly pays for exposure via logos, track banners, or driver suit branding. Think Cash App or certain crypto platforms that pop up on sidepods or helmets. A partner, on the other hand, contributes critical services or products that help F1 operate. AWS supplies data analytics for race broadcasts, DHL handles global freight logistics, and Pirelli keeps the cars running on its tyres. The more deeply a company weaves itself into the fabric of the sport, the more likely it’s referred to as a partner.

---

The Women Taking the Wheel

Susie Wolff: My Girl Crush and the Academy’s Vision

She’s a champion for women, wicked smart, likes fast cars, has a great sense of style. I just want to be her when I grow up. Allow me a moment of appreciation for Susie Wolff, the woman behind the F1 Academy.

Susie Wolff is my dream dinner guest. Source: Instagram

Most know her as Toto Wolff’s wife (and I can’t blame them… one look at him is all it takes to be invested in his personal life) but Susie is a powerhouse in her own right and very much deserves every bit of recognition for her own accomplishments.

A former professional racing driver herself, she has championed women in motorsport for years and has made strategic decisions to further women’s opportunities in the sport. Seeing a glaring lack of female representation at higher rungs of racing, Wolff established this feeder series to give talented women better access to sponsors, rigorous competition, and the potential to leap into F3, F2, or even a testing role in F1. By aligning F1 Academy weekends with the men’s calendar, she ensures these women race in front of the same crowd and media. This brilliant scheduling highlights their skill while allowing fans to see how they stack up against well-established male drivers, even if only by proximity for now.

Susie is my dream guest to have on my podcast, Audacity: Women in Sport (available wherever you get your podcasts!). And if you have a crush on her after reading this too, you’re welcome.

Circuits, Calendars, and Rising Stars

So what’s the F1 Academy format? In 2025, the F1 Academy unfolds across seven race weekends, all paired with major Grands Prix:

1. Shanghai (March 21–23)

2. Jeddah (April 18–20)

3. Miami (May 2-4)

4. Montreal (June 13-15)

5. Zandvoort (August 29-31)

6. Singapore (October 3-5)

7. Las Vegas (November 20-22)

The 2024 season served up a definitive star in Abbi Pulling, who claimed the F1 Academy crown in dominant fashion. Returning for her sophomore campaign, the Alpine driver made her mark with nine wins, ten pole positions, and an astonishing five clean sweeps across race weekends in Miami, Barcelona, Zandvoort, Singapore, and Yas Marina. Never finishing off the podium in all 14 races, the Briton ended the year 121 points ahead of her nearest rival.

As for 2025, the new driver lineup (as featured on F1 Academy’s official site) introduces fresh faces. Among the noteworthy additions are emerging karting graduates and talented prospects from junior formula categories.

F1 Academy: The Netflix Effect

Drive to Survive once brought an audience of 50+ million to F1, injecting new life into the sport. Reese Witherspoon’s production company, “Hello Sunshine”, wants to replicate that with an F1 Academy docuseries, due for Q4 2025.

Source: F1 Academy Instagram

Whether it soars to that level of popularity depends on how well it captures rivalries, heartbreak, and the pure adrenaline of side-by-side battles in cars at breakneck speeds. If it succeeds, we might see women drivers become household names in a way the sport has never managed before.🤞🏼

What I hope it’ll be: Since the series is being produced by Reese Witherspoon’s production house, I hope the narrative will be crafted with care and showcase these racers in an objective light that highlights their athletic endeavors with a touch of their personal stories. I’d love to see behind the scenes of the thrill of traveling across the globe for such a glamorous sport, the highs and lows of competition and get a feel for what it’s like to be racing at breakneck speeds. I want to see empowered, driven athletes striving to be their best. And I want to see lots of Susie Wolff’s brain at work - how she’s building this into a league that can be a pipeline for female racers in more senior motorsport leagues.

What I hope it won’t be: The tired narrative of women playing politics to get ahead, a sob story of how far away the women’s league is from the men’s, lack of investment, etc. I believe thrilling competition is what entices viewers, which in turn entices investors and I hope the series is able to highlight the strides F1 Academy is making in this regard. The rest will follow.

This high-visibility docuseries will play a critical role in the way women’s motorsport is perceived globally, so the narrative matters. A lot.

Brands Betting On Women’s Motorsport Racing in F1 Academy

Companies already sense the possibilities. F1 Academy has attracted an array of global brands, but American Express, Puma, and Charlotte Tilbury stand out for their eye-catching activations and strong alignment with the series’ mission to spotlight female talent. American Express has hosted VIP lounges at select race weekends, featuring exclusive behind-the-scenes tours, driver Q&A sessions, and branded fan experiences that emphasize female empowerment. Puma, as the official performance partner, created custom F1 Academy race suits and footwear specifically designed to enhance comfort and agility for women drivers, simultaneously rolling out limited-edition fan gear to generate buzz. Meanwhile, Charlotte Tilbury seized the opportunity to merge motorsport and beauty by setting up trackside “Glam Hubs,” where fans could receive quick touch-ups and product tutorials, cementing the brand’s position as a champion of confidence, style, and inclusivity within the paddock.

My candid advice to brands entering F1 Academy or any other women’s sport: the key is going beyond “shrink it and pink it,” focusing on real innovation for a driven and growing audience.

If you want to be ahead of the curve and know what’s up with F1 Academy, following their Instagram for updates is a great place to start.

---

My 2025 F1 Predictions

🏆 Lewis Hamilton: World Champion x 8

I am BULLISH on Hamilton in Ferrari! Ok, I may be bullish on Hamilton in general, but I believe all the newness for him this year in what’s looking to be a promisingly competitive car is going to bring him that eighth World Champion title that’s been evading him since 2020 (and yes, I’m still salty as hell about that 2021 Abu Dhabi Grand Prix finale). If his pole position start at the Chinese Grand Prix sprint after just ONE race in a Ferrari isn’t evidence of his GOAT status, idk what is.

🥇 Oscar Piastri will become McLaren Driver #1 by end of the season

I’ve been a huge Piastri fan since he made his F1 debut in 2023. He’s got a deadly combination of raw talent, a very competitive car and the mental + emotional composure of a world champion. I hated hearing team orders for him to maintain position behind Lando Norris at the Australian Grand Prix, but the quick change of heart from the McLaren leadership gave me hope that they recognize Piastri’s potential. He may have had a rough detour from what should have been a podium finish for him at his home race, but his comeback was remarkable and I’m optimistic he’ll work his way up to driver #1 at McLaren by the end of the season. It’s not personal, Lando. 🧡

🏎️ Transfers, Underdogs, and Rookie Buzz

Carlos Sainz to Williams remains a fascinating prospect because I am a sucker for a great underdog story and Sainz + Williams making a comeback to the top of the field this season will be a double whammy. The team has been quietly reworking everything from engine reliability to race strategy. If it clicks, Sainz could herald a dramatic revival story. Meanwhile, Alex Albon is overdue for a season free of DNFs and heartbreak and the rookies are yet to prove themselves after a disastrous debut in Australia. I was impressed by Oliver Bearman’s performance at the 2024 Saudi Arabian Grand Prix where he finished in seventh and scored points in his debut (substituting for Carlos Sainz in a Ferrari) and I’ll be watching out for him this season. As for the others, we’ll have to wait and watch but I did find this round table entertaining.

---

Racing Forward

Between LVMH’s upscale trackside activations, the intricate web of official F1 partners, and the pioneering spirit of Susie Wolff’s F1 Academy, motorsport is in the middle of a transformation. The question is no longer “Will F1 grow?” but “How fast?” On one side, you have a men’s grid chasing records and dramatic title fights. On the other, the F1 Academy and its Netflix-bound storyline promise fresh faces and narratives that could reshape the public’s view of what racing looks like.

Buckle up, because 2025 is going to be a fun ride.

Coming Up Next on Culture Curve…

🌮 These foodtech companies are coming to change your dining experience

🛍️ Gen Z’s preferred new form of retail therapy may be anxiety-inducing for millennials

😠 A (likely angry) review of the Severence season finale

Stay curious, stay cultured, my friends.

— Kasvi