Decoding the Charlotte Tilbury x F1 Academy Partnership

In a world that is dominated by cross-category collaborations, the ones that resonate deeply are those that have meaning. Beyond a strategic move to grow audiences, partnerships can position brands alongside others with shared values. In our latest Beauty report, we explore key partnerships and their role in building strong communities.

A standout example from this year includes Charlotte Tilbury Beauty ’s partnership with the F1 Academy, an organisation dedicated to championing young women in the world of car racing. This signified a wider shift in the sports industry at large, confirmed when the Olympics announced it distributed quota places equally to female and male athletes (50:50) for the first time.

In ‘The Influence of Sports’ report, we saw Formula 1 emerged as the second fastest-growing sport in EMV (Earned Media Value), surging 34% in 2023 compared to the same period in 2022, as per Lefty data. While we expect this growth to continue, led by popular young drivers such as Charles Leclerc — who boasts over 16.2M followers on Instagram and a high engagement rate of 8.5%, leading him to generate over $8M in EMV at the recent 2024 Monaco Grand Prix, according to Lefty data — bodies like the newly-formed F1 Academy are making waves in the industry. 

‘There’s a huge disconnect between representation in the sport and the people watching it — 40% of F1 fans are female and yet more women have orbited the earth than driven an F1 car,’ noted Charlotte Tilbury MBE, Founder and Chief Creative Officer at Charlotte Tilbury. Charlotte Tilbury made history earlier this year when it became the first beauty brand to partner with the F1 Academy, sponsoring a new ‘Hot Lips’ car operated by Rodin Motorsport, driven by young racer Lola Lovinfosse (57.2K followers; 6.66% engagement rate). Since the partnership’s announcement, it has generated $3.71M EMV and over 38M impressions, according to Lefty data—a powerful impact and a significant step forward for young girls worldwide.

‘As a female founder, it’s so important to me to support the next generation of women, to become rulebreakers and changemakers,’ said Tilbury. ‘I feel so passionate about women pursuing their dreams, feeling their best and thinking limitlessly. Through this groundbreaking partnership, we are leading the charge, reshaping conventional sponsorships, and pushing boundaries as we’ve always done. The 15 fearless and determined young women driving in this F1 Academy season are the next generation of trailblazers, showing us what is possible when women have the support and the confidence to follow their dreams — they can achieve anything they put their minds to.’ 

‘Through this sponsorship, I can be part of the crucial network that’s needed to help these women continue their journey in racing,’ continued Tilbury. ‘And through my brand I really hope I can reach a whole new audience and inspire the next generation of girls to continue breaking the status quo and see that they can also achieve their dreams. I feel so honoured to be able to lend my support to these young drivers to fulfil their potential and achieve their dreams. I started my brand with the ambition of empowering women around the world to be their most confident and successful selves, this partnership is the embodiment of that spirit.’

This partnership was highly successful because it combined strong value alignment—driven by a genuine ambition to revolutionise opportunities for young women—with a (previously) untapped audience. And as more women watch and engage with Formula 1, it also signals the start of a new era in motorsports.

Interested in developing strategic partnerships aligned with your brand values? Reach out today to learn more about our Creative Strategy services.