Post by Alice Hedworth

I recently attended the The 400 Club, House 44 and Formula 1 watch party for the Miami GP. Having worked on the inside during the huge boom in female following of F1 over the last five years you’re very aware it’s happening, you’re personally working towards engaging and growing that audience and seeing the results in data and via the media you’re working with to make it happen. But, what you’re sheltered from is actually seeing it in practice and to be in a room with an audience 99.9% made up of women, having drinks, sharing stories, watching the race together and creating a community is something we would have struggled to imagine 10 years ago and made me feel a little proud of everyone who’s worked towards this in the sport. I suppose, it goes to show that how we looked at reimagining strategy, targetted approaches, showing up in new media F1 traditionally wasn’t, dropping licensed collabs and marketing them well etc etc. all has worked to engage young women and is continuing to grow the sport in a very special and different direction. Shoutouts to Cherry Beagles and Jodie Porter!