JESSICA HAWKINS Elemis Deal Shows F1’s Influencer Marketing Revolution

February 13, 2026

• JESSICA HAWKINS scored a major brand partnership with Elemis, highlighting how motorsports is finally waking up to the marketing power of women racers as lifestyle influencers rather than just drivers.
• The numbers don’t lie about who’s actually growing F1’s fanbase – three in four new fans are women, with 70% of US Gen Z fans engaging with F1 content daily, proving the sport’s future runs through social platforms, not just Sunday races.
• We’re watching a fundamental shift where creators and drivers like Hawkins can translate racing into culture in ways traditional broadcasting never could, making motorsports feel accessible to audiences who never felt invited before.

all-female f1 academy, elemis, formula 1, motorsports marketing