F1 Academy Wednesday announced a global partnership with Wella Company, naming the salon colour brand as Official Partner of the all-female racing series.
The multi-year partnership between Wella Professionals and F1 Academy reflects a shared commitment to inspire a new generation of women to pursue their highest ambitions and express their individuality.
Beginning with Round 4 at the FORMULA 1 PIRELLI GRAND PRIX DU CANADA 2025, Wella Professionals will be represented on the F1 Academy grid by Joanne Ciconte, in the Wella Professionals operated by MP car. Wella’s bespoke livery coincides with the launch of the brand’s new global campaign Make It You, which encourages people to define beauty on their own terms while championing self-expression through limitless creativity.
Ciconte will sport a bespoke livery and race suit inspired by Wella Professionals’ iconic mermaid and signature red colour which underpins the brand’s 140-year plus history of pioneering hair science. The brand will also celebrate Make It You by emblazoning it on the rear wing of the #25 car.
Wella Professionals will activate at key races throughout the season, with bespoke fan engagement activities located within the F1 ACADEMY paddock, interacting with race attendees in a fan facing environment. Through this partnership, Wella Professionals will also offer touch-ups within the F1 ACADEMY Paddock Club suite from the company’s portfolio of nails and beauty tech brands OPI & ghd.
This announcement follows a year of significant audience growth for F1 Academy with seven races across three continents in 2025, broadcasters in over 170 markets, and the highly anticipated documentary series F1: The Academy now streaming globally on Netflix.
