F1 Academy has named American Express an official partner for the 2024 season, with a specific aim of backing women in the sport.
Under the agreement, the organisation will collaborate with the payment giant to produce partnership activations that focus on backing women across the sport and supporting small businesses.
These initiatives will be on display throughout the 2024 F1 Academy season and will look to build on the organisation’s existing relationship, after American Express became an official partner of F1 in the Americas last year.
Susie Wolff, Managing Director at F1 Academy, commented: “American Express is a worldwide leader in the payments space and a powerful advocate for small businesses and entrepreneurs globally, and we’re proud to welcome them to F1 Academy as an official partner.
“We’re thankful to American Express for embracing our vision and for showing their commitment to elevating women in sport and inspiring the next generation of female drivers.”
As part of these planned activations, American Express has announced an event titled “A Celebration of Women with Drive” on May 1 in Miami to celebrate women in business and sports, which will feature special guest and award-winning artist Camila Cabello.
Additionally, the Caja Caliente, a local female-founded Cuban restaurant created by Monica “Mika” Leon will be showcased. Leon started her career in her mother’s garage, moved to a food truck in 2016, and has since grown her business to her brick-and-mortar in Coral Gables, Florida.
Highlighting this restaurant is part of a wider initiative to support small businesses, at each remaining round of the 2024 F1 Academy season. American Express has said that it will run a custom livery featuring American Express and Shop Small branding, as well as the logo of a local small business.
This follows the launch of Shop Small in 2010, a global movement created by American Express to support local small businesses and call attention to the valuable and distinct contributions they make to their communities.
Furthermore, British driver Jessica Edgar will be representing American Express in the #17 car, operated by Rodin Motorsport, whilst wearing a custom American Express race suit.
Elizabeth Rutledge, Chief Marketing Officer at American Express, said: “We are thrilled to launch our global partnership with F1 Academy for the 2024 season. Powerfully backing communities is core to American Express’ DNA.
“With this partnership we hope to continue to foster equal opportunities for women, on and off the track, while spotlighting women-owned small businesses and their impact on their local communities.”
