F1 Academy inks new partnership with Wella Professionals

F1 Academy, the premier all-female motor-racing series, has signed a global partnership agreement with hair care specialist Wella Company. As per the multi-year agreement, Wella Professionals — a Wella Company brand — becomes an Official Partner of the series.

Wella Professionals’ branding will thus be present on the F1 Academy grid through Joanne Ciconte, a driver for MP Motorsport. Ciconte will wear Wella Professionals livery and race suit, which will be “inspired by Wella Professionals’ iconic mermaid and signature red colour.”

The brand will also carry out activations at key races throughout the season, work with F1 Academy on various fan engagement activities, and provide touch-ups inside the F1 Academy Paddock Club suite. 

Susie Wolff, Managing Director of F1 Academy, commented:

“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 sports while supporting our mission to fuel the future of women in motorsport.“

Marlene Lotter, Global Brand Senior Vice President at Wella Company, added:

“Wella Professionals has 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.”