Alvaro Meléndez, Co-Founder and CEO at Crant  
Dr Fran Longstaff, Head of Research at More than Equal 

### Female racing drivers are valuable yet underutilised brand assets. 

In 2023, More than Equal released its Inside Track report, the largest global study ever undertaken on the experiences of female racing drivers and fans in motorsport.  

Based on survey responses from 13,000 motorsport fans and interviews with 70 relevant stakeholders (including drivers, sponsors and team managers), female racing drivers were identified as valuable yet underutilised brand assets. 

Talented female racing drivers reported experiencing significant difficulty securing the necessary sponsorship to fund their progression through the sport, despite 56% of the female motorsport fans surveyed (which now account for approximately 40% of the global Formula 1 fanbase) reporting that they would be more likely to purchase products from companies who sponsored women.  

In 2024, with the use of their platform Ink Lantern, Crant produced three case studies to demonstrate the unique ways in which female racing drivers can boost brand engagement and differentiation. 

### Female racing drivers can offer a point of differentiation for brands. 

In 2024, female-founded tech company WANDR partnered with female racing driver Tatiana Calderón. The partnership was driven by WANDR’s desire to attract more female talent and to differentiate themselves from other tech companies. 
 
The partnership was a success. Within one month of partnering with Tatiana Calderón, WANDR experienced a 67% increase in average engagement per social media post. Furthermore, the partnership successfully enabled WANDR to differentiate itself from its tech competitors by significantly enhancing its ‘gender identity, DEI and inspiration’ brand profile.  

### Female racing drivers can help brands tap into new markets. 

In 2024, Charlotte Tilbury, an established beauty brand, announced its sponsorship of F1 Academy, an all-female driver series in motorsport. Since doing so, it has experienced a 13.3% uplift in brand love (a measure of how emotionally connected audiences feel to a brand) and has one of the highest brand love scores amongst both its beauty competitors and other motorsport sponsors. Furthermore, it has experienced significant improvements in its ‘gender identity and purpose’ brand profile.  

Through sponsoring the F1 Academy, Charlotte Tilbury has differentiated itself in a crowded market and increased its ability to tap into new markets by strengthening its connection with consumers who value brands that support gender equality and women's empowerment. 

### Female drivers help brands build stronger emotional connections with their audience. 

Based on analyses of 53 F1 and motorsports brands, Crant in collaboration with The Collective Drive found that audiences typically engage more with brands that post social media content on gender, sexual identity, race and ethnicity over content on innovation. Yet, many motorsport sponsors typically focus their social media content on innovation.  

Through the presentation of a case study on the partnerships between motorsport technology company AVL Racetech and professional female racing drivers Tatiana Calderon and Aliyyah Koloc, Crant found evidence to demonstrate that female racing drivers can help brands build deeper longer-lasting relationships with their audience by showcasing narratives around female racing drivers’ journeys and achievements. 

### Conclusions 

Evidence gathered from both More than Equal’s Inside Track report and Crant’s AI-powered platform Ink Lantern clearly demonstrate that female racing drivers are valuable yet underutilised brand assets. More specifically, sharing authentic female racing driver stories can improve the emotional attachments that brands share with their audiences. By crafting authentic, resonant narratives, these brands can boost brand engagement, establish differentiation and attract new audiences.   

For a copy of the **Revving up potential: The untapped potential of female drivers in brand narratives** white paper please visit: 
[https://www.inklantern.io/brandlove-femalepotential-motorsport](https://www.inklantern.io/brandlove-femalepotential-motorsport)

1018699004-LAT-20210703-WS2102_150714_W6I5719-BW.jpg

Dr. Fran Longstaff, Head of Research, More than Equal.


### Introduction
In 2023, More than Equal released its groundbreaking Inside Track report, the largest study ever conducted on the experiences of female drivers and fans in motorsport. A component of this research involved 70 interviews with relevant stakeholders in the industry, aiming to shed light on the challenges encountered by female drivers. 

More than Equal’s Inside Track report found that female drivers face a range of environmental and cultural barriers which negatively affect their participation and performance in the motorsport. In our report, more than half (55%) of female drivers reported that their parents were critical to their successful navigation through these barriers. However, there is limited research and education for parents on how to support their daughters most effectively. 

Using interview data collected from the parents of female drivers throughout our research, we addressed this gap and found that the parents of female drivers must routinely fulfil five unique, challenging and varied roles including that of:

1.	Fundraiser
2.	Mechanic
3.	Trainer
4.	Psychologist 
5.	Parent


>“It’s not just the drivers. It's the families and the parents who maybe work all week, and then on the weekends driving all over the country to races and having to find the funding for this. What impact do you think the parents have on the young girls getting into the sport? And what do you think could perhaps be done to support parents or families a bit more as well?" (Female Driver)

### Fundraiser
Unsurprisingly the most important role that the parents of female drivers had to fulfil was that of fundraiser, with 71% of parents identifying ‘money’ as a significant barrier to their daughter’s progression. “Imagine that you would have to pay for your daughter 1.5 million pounds for the coming season... This is the single biggest challenge. I would say the other stuff is simple.”  (Father of a female driver)

While every driver, regardless of their gender, face financial challenges, the female drivers and their parents argued that it was more difficult for them to gain funding and sponsorship. This was in part because there have been so few female driver success stories at the very top end of the sport over the past 30 years. 

As a result, some families reported spending large sums of their own money to support their daughters through the sport. “Literally every penny has gone on racing. We haven't had a holiday for 10 years because our holidays have been at a racetrack.” (Mother of a female driver)
To compound this challenge, one parent spoke about the fact that they lacked the relevant knowledge to gain funding. As a result, they had to pick-up this understanding themselves and consult the services of an agent.


>"We don't know how to approach companies for sponsorship. We've got better along the way because of people that we've talked to through social media and at the track... But the agent that has now come on board with us - that has been really great - because they're familiar within the F1 paddock.” (Mother of a female driver)

### Mechanic
In the early career of a karter, it’s not uncommon for a parent to take on the role of mechanic for their child. However, several parents and female drivers discussed the importance of this role in relation to cost saving. Many argued for greater education for parents on the mechanics of the kart so that they can better support their daughters,


>“I think what I found in Bambinos especially is that there was like, “okay, here's your kart, here's an engine, see you later,” almost from the manufacturers. I think there needs to be a hands-on approach with regards to teaching parents and the kids about the mechanics side of it. You know, unless you're in a team, you weren't told anything practically, you had to kind of learn and then you’re kind of on the backfoot from the get-go.” (Parent of female driver)

### Trainer and coach
Interviews with many stakeholders touched on the important role that parents play in introducing their daughters to the sport and coaching them in the basics. But in the pursuit of success, some parents discussed the additional role they played in the development of their daughter’s full training programme. “In terms of the (training) package, I prepared that for her. She has personal trainers, she has psychologists, she has a good team, always.” (Father of female driver)

What became apparent from our research is that parents often have to piece-together their daughter’s training plan while also making female-specific training considerations.


>" There's a lot of information on YouTube and social media where you can link up with coaches, but I think you've got to remember from a female's point of view, development is different. And if there is a dedicated programme for girls only, I think that's the route if you really want to develop an F1 driver. You've got to cater for the girls physiological and mental attributes over time, not just now, but I mean up to the age of what they're at now to 21 to become an F1 driver.” (Father of female driver)

### Psychologist
Several drivers and their parents discussed the added pressures and challenges that came from being the only female driver at racing events. This pressure could come in the form of being on the end of driving aggression from opponents who didn’t want to be beaten by the only girl, or simply from being in the spotlight as one of a small number of talented female drivers. One of the parents emphasised their role in keeping their daughter focused when surrounded by these pressures and distractions. 


>“I try to keep her focused-on racing, and I'm dealing with anything else. So, for her what she hears are things from the public is, ‘okay, you're fast, you have the potential.’ So, I'm the one who deals with this feedback.” (Father of female driver)

### Parent
Finally, several parents talked about the importance of not forgetting to sometimes just be a parent and being there to provide comfort when needed, and space to play and develop. “I'll always be the sweetener if it's been, not the greatest weekend and give her a hug because she still needs a hug.” (Mother of a female driver)


>“There’s no format for the girls to get together between heats and it's something that the parents have to do themselves. (She’s) certainly has found her own path like talking with the lads and you know, going off and climbing and playing. They have to become independent themselves as well.” (Father of female driver)

### Takeaway messages
The parent of any child in motorsport plays a significant role in their child’s experience and progression through the sport. However, because of the range of unique barriers facing female drivers (ranging from limited sponsorship opportunities to a lack of gender-specific training) their parents must fulfil some additional unique and varied roles including Fundraiser, Mechanic, Trainer, Psychologist and finally Parent. 

In most cases, the parents of female drivers piece together the education and knowledge to fulfil these roles themselves. But if we truly want to better support female drivers' progression through motorsports, parents need more formal education and training opportunities in areas including: 

-	Networking and fundraising 
-	Basic engineering and mechanics
-	Gender-specific training for female drivers
-	Mental skills training for the unique psychological pressures facing female drivers


Main contact:

Content Hub

Revving up potential: The untapped potential of female drivers in brand narratives