Sephora signed as title sponsor of F1 Academy, the all-women feeder series entering its third season, while all ten Formula One teams simultaneously locked multi-year commitments through 2027. The beauty retailer pays an estimated $8-12 million annually for naming rights, according to two people familiar with the deal structure, and the series will now carry Sephora branding at all seven race weekends on the 2025 calendar.
The announcement lands three months after F1 Academy drew 405,000 unique viewers for its Miami round in May 2024, a 63% increase from the prior season opener. Sephora, owned by LVMH and operating 2,700 stores across 35 countries, joins Alpine and Maserati as series partners. The title sponsorship includes trackside activation, digital content packages, and in-store promotions timed to race weekends. Separately, all ten F1 teams—McLaren, Ferrari, Mercedes, Red Bull Racing, Aston Martin, Alpine, Williams, Visa Cash App RB, Haas, and Sauber—renewed their commitments to field one car each through the 2027 season, a structure that guarantees ten funded seats and prevents the entry collapse that killed prior women's series.
The math matters because beauty brands historically avoid motorsport's oil-and-tire aesthetic, but Sephora's $10 billion annual revenue and 80% female customer base overlap cleanly with F1 Academy's core demo: women aged 18-34 who entered Formula One fandom during the Drive to Survive era. Liberty Media reported 40% of new F1 fans since 2018 are women, and F1 Academy serves as the only clear talent pipeline. The series winner receives 15 FIA Super License points, enough to accelerate—but not guarantee—a path to Formula Two or Formula Three. Three current drivers hold commercial sponsorships exceeding $500,000, per agent estimates, a figure that would have been unthinkable in the Renault Sport Series or W Series eras.
The team commitment solves the structural problem that killed W Series in 2022: no manufacturer anchor, no budget certainty, calendar chaos. F1 Academy runs as support races on the Grand Prix weekend, which means teams pay $1.2-1.8 million per season for car preparation, logistics, and engineering but inherit the circuit access and media infrastructure Formula One already built. That model works only if all ten teams stay in, because a half-filled grid destroys sponsor value and makes the series look like a vanity project instead of a legitimate development ladder. The 2027 lock means Sephora bought three years of guaranteed inventory, and it means driver agents can now pitch multi-year deals to endemic sponsors without worrying the series folds mid-contract.
Sephora's activation strategy will lean on its Beauty Insider program, which has 34 million active members in North America alone. Expect geo-targeted promotions around race weekends in Miami, Monaco, and Abu Dhabi, and expect Sephora-branded content featuring drivers in full kit doing product tutorials, a format that works on TikTok but has never been tested at scale in motorsport. The brand also gains paddock access, which matters less for hospitality than for influencer seeding: Sephora can now gift product to the WAGs, team principals' families, and celebrity guests who generate 200+ million social impressions per race weekend, per Formula One's internal metrics.
What to watch: Two to three additional series sponsors are expected before the season opener in Jeddah on March 7, according to a commercial executive briefed on the pipeline. Liberty Media will announce the full 2025 calendar in January, and teams will name their driver lineups by mid-February. Separately, Sephora's parent LVMH owns 75 brands and has been testing sports sponsorships more aggressively since signing the Olympics and NBA deals; if F1 Academy delivers on awareness metrics, expect TAG Heuer or Rimowa to follow.
The series now has the two things that matter: a title sponsor with retail footprint, and a locked grid. The next test is whether Sephora's 34 million loyalty members convert to viewers, and whether any F1 Academy graduate actually makes it to Formula Two before the 2027 contracts expire.
The takeaway
Sephora's **$8-12M annual** title deal and ten-team commitment through **2027** give F1 Academy the budget certainty and retail distribution W Series never had.
f1 academysephorawomen's sportsformula onebeauty sponsorshipmotorsport
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