CADENCE WILLE & TIGGY VALEN Transform F1 Into Women-Driven Global Phenomenon

December 4, 2025

• CADENCE WILLE and TIGGY VALEN are leading a content creator revolution that’s transformed F1 from a ‘stuffy, old rich white guy sport’ into a global phenomenon where women make up 41% of fans and account for three out of every four new supporters. WILLE built 100,000+ followers since 2024 while VALEN created educational content specifically designed as an accessible on-ramp for newcomers who were being shut out by overly technical, male-dominated coverage.
• The duo represents a broader shift where women are claiming space both behind and in front of cameras, with figures like BERNIE COLLINS and RUTH BUSCOMBE bringing technical expertise to broadcasts while LAURA MUELLER becomes F1’s first female race engineer and HANNAH SCHMITZ stands on victory podiums for strategic calls. This isn’t tokenism—women now comprise 38% of F1’s workforce, up from 28% in 2017, though pay equity battles remain at executive levels.
• These creators aren’t just building audiences—they’re building accountability, with female fans ‘holding the sport accountable in a way that it really hasn’t been held accountable in the past.’ The impact shows in everything from Charlotte Tilbury sponsorships replacing traditional betting firms to F1 Academy’s launch in 2022, proving that when women get access to tell F1’s story, they don’t just consume the sport differently—they reshape it entirely.

all-female f1 academy, content creators, formula 1, social media