Sport and beauty have given each other a new lease on life. The global sports sponsorship market, which was valued at $63.1 billion in 2021, is expected to grow to $109.1 billion by 2030, showcasing the large opportunity for brands to amplify their sales and audience reach to new, diverse consumers. Recently, the industry lapped up several Super Bowl advertising spots featuring names including Cetaphil, Dove, and CeraVe, cementing the normalization of such cross-industry collaborations. While the sport-beauty/personal care alliance was once predominantly male dominated, the past few years have seen a growing interest in partnerships directed toward female sports. The latest brand to take the leap is Charlotte Tilbury, which was announced as the official partner of Formula One (F1) Academy for 2024.
Charlotte Tilbury's debut partnership in sport marks the business as the first-ever female-founded beauty brand to collaborate with F1 Academy, a female-only single-seater championship that aims to increase the development of 15 women drivers in motorsport between the ages of 16 and 25. F1 Academy began in November 2022, when the future of W Series, a separate all-female racing category, struggled financially and entered administration, closing down shortly after. F1 Academy wants to create an easier transition for women participating in karting who wish to progress to the single-seater ladder, with the ambition that, eventually, female drivers will progress to higher levels of competition, including Formula 3 and beyond. Currently, less than 5% of drivers in motorsport are women; however, 80% of fans believe that women will be racing in F1 within the next 10 years.
The collaboration is built on a common goal of empowering, instilling confidence, and motivating young women to pursue their aspirations. As an official partner, Charlotte Tilbury will leverage its worldwide reach to highlight F1 Academy's talented drivers, spotlighting their accomplishments and demonstrating to their audience the myriad opportunities for women in motorsport, both on and off the race track. The sponsorship includes a Charlotte Tilbury branded race car, suit, and helmet decorated with the classic Charlotte Tilbury lip pout, accompanied by the messages "Makeup Your Destiny" and "Dare to Dream."
"At F1 Academy, we want young women and girls to feel confident to chase their dreams, no matter the odds. We are on a mission to transform access to our sport, celebrate trailblazing female pioneers in our industry, and inspire a new generation of young women to pursue a career in motorsport," says Susie Wolff MBE, Managing Director of F1 Academy. "It's a huge privilege to be partnering with Charlotte Tilbury, a brand whose values align so closely to our own. I want to thank Charlotte for believing in our mission and enabling us to reach a new audience of young women to showcase the opportunities available to them in our sport. Our message to them is simple: dare to dream."
The rise of female F1 fans has been significant in recent years, with 40% of the global F1 fan base now being women, marking an increase of 8% since 2017. Women are actively engaging in discussions about drivers on platforms like TikTok and Tumblr, as well as delving into podcasts that explore the technical aspects of cars and the dynamics of the racing world. The growing popularity of Netflix's Formula 1: Drive to Survive, a documentary series that offers a behind-the-scenes look at F1 and the Grand Prix circuit, has also fueled women's interest in the sport. The duo believes that their partnership will encourage young women to view motorsport in a different light, as there are currently many female fans but a lack of attention from those seriously considering entering the sport.
"Motorsport has a huge female following, and the drivers of F1 Academy are already increasing representation and diversity in the sport. With this partnership, we will use our global platform to elevate this new generation of fearless young female drivers and open up the traditionally male-dominated world of motorsport to even more talented young women," Wolff adds.
As 57% of parents state that their daughters have felt excluded from sports due to their gender, campaigns that encourage girls to chase their dreams despite societal drawbacks are imperative. Combining "typically girly" makeup brands with "typically male" sports will help young women enter the space with a new mindset, learning that they can enjoy products and activities often marketed to women while branching out and breaking barriers with SKUs and initiatives that have previously been viewed as belonging to men.
"Empowering everyone, everywhere, to unlock the magic of confidence has always been my passion and purpose," says Charlotte Tilbury MBE, founder and CCO of Charlotte Tilbury Beauty. "We are standing proudly behind the incredible young women making waves in the fast-paced world of Formula 1. This partnership celebrates the strength, determination, and the undeniable power of female excellence. It's all about the winning and ‘Dare to Dream It’ mindset."
Previously, makeup brands, including Il Makiage, have teamed up with sportswomen and teams to encourage a similar message of confidence for females in sports. In 2022, Il Makiage partnered with Arsenal WFC for the Focus on My Game Face campaign. The partnership aimed to expand Arsenal Women's reach to new, global audiences and elevate women's football's impact and influence more broadly. Il Makiage had a significant presence at Meadow Park and Emirates Stadium during Arsenal Women's games, as well as multichannel marketing campaigns and additional collaborations featuring Arsenal Women's players.
Since the partnership began, assisted by other big names, including England's Lionesses, interest in women's football has soared, as girls playing organized football increased by nearly a quarter compared to 2019, up to 16.6 million in 2023. Arsenal WFC also reported history last week, as they sold out the Emirates Stadium for the first time ever.
Other beauty brands have also been contributing to the amplification of women in sports. These include Glossier and Neutrogena, who partnered with WNBA Chicago Sky forward Isabelle Harrison, contributing to a 21% increase in WNBA viewership last year. Dove also had their moment, sponsoring the Women's Football World Cup in 2023 and partnering with tennis sensation Venus Williams to launch an online coaching program to build body confidence in girls. Other brands have been backing women's decisions to dive into sport for countless years already, including Shiseido, with the Shiseido Running Club, founded in 1979 under the motto "Strong, Fast, Beautiful" encouraging women to seize the opportunity to explore their sport passions.
The bond between beauty and sport is poised to become even stronger, as Sephora has been announced as the official sponsor of the Paris 2024 Olympic and Paralympic Games Torch Relay. Additionally, Procter & Gamble will continue its long-standing sponsorship of the Olympics in Paris, bringing forth a range of currently undisclosed activities to encourage fans to directly get involved with beauty and sport.
The powerful synergy between sports and beauty partnerships has emerged as a transformative force in inspiring women to actively engage in sports. These partnerships go beyond just aesthetics and have successfully challenged long-standing stereotypes, creating a culture that celebrates diversity, strength, and resilience. By showcasing the connection between beauty and athleticism, these collaborations have not only improved the perception of women in sports but have also sparked a desire for change, encouraging women to break free from societal expectations and embrace the joy of physical activity. As we witness the seamless integration of empowerment and aesthetics, it becomes clear that the union of sports and beauty is more than just a marketing strategy; it is a movement that empowers women to redefine their limits, pursue their passions, and appreciate the beauty of their strength both on and off the field, track, or court.
As said by Stephanie Hilborne OBE, CEO of Women in Sport, "If we are to give girls an equal chance to thrive we must unburden them from gender stereotypes, lift the labels and surround them with the expectation they will succeed."
