Wella Professionals is revving up to start its first-ever multi-year sports sponsorship with F1 Academy.
The partnership with the all-female racing series reflects a shared commitment to inspiring a new generation of women to pursue their highest ambitions while expressing their individuality.
The collaboration will kick off on June 13 at Round 4 of the Formula 1 Pirelli Grand Prix Du Canada 2025 in Montreal, where Wella Professionals will be represented on the F1 Academy grid by Joanne Ciconte, an Australian race car driver who is one of the youngest drivers on the grid. Ciconte will be driving the Wella Professionals operated by MP car and will be wearing a race suit inspired by the brand’s mermaid logo and signature red colour.
This partnership coincides with the launch of Wella’s new global campaign, Make It You, which encourages people to define beauty in their own way while promoting self-expression through creativity. F1 will be celebrating this campaign by featuring the words “Make It You” on the rear wing of the #25 car.
“Wella Professionals has always been committed to empowering hair professionals and beauty lovers everywhere to express their best selves through beauty,” says Marlene Lotter, global brand senior vice president of Wella Company. “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.”
Wella professionals will also be activating at key races over the course of the season with activities located within the F1 Academy paddock, where they will also be offering touch-ups within the Paddock Club Suite, which will also feature Wella Company brands such as OPI and ghd.
“We’re very proud to welcome Wella Professionals as an official partner in the beauty company’s first-ever venture into sports sponsorship,” says Susie Wolff, managing director for F1 Academy. “It’s 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.”
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