Amy Mansell could no longer ignore the pattern she had seen over two decades in F1 sponsorship and fan engagement. After industry panels, women would approach her with different stories but a common thread: they loved F1 but often experienced it alone.
"Some wanted people to go to races with. Others wanted somewhere to ask questions without feeling judged. Some worked in the industry and wanted to meet other women who shared their passion. Others simply wanted people to talk to during a race weekend," Mansell says.
At the same time, F1 itself was changing. The Global F1 Fan Survey shows women now make up 42% of its global fanbase and account for three in four new fans. But the experiences surrounding that audience had not always evolved at the same pace. Seeing this gap, Mansell decided to act.
Birth of The Formation
From those observations, The Formation was born—a community aimed at bringing together women who love F1. "At its heart, we are creating a community. It’s a place where women can come together to share their passion for the sport, whether they’ve been watching since the days of Schumacher and Senna or discovered Formula 1 through Drive to Survive," Mansell explains.
The concept is deliberately broad. The Formation will exist both online and in person, through online conversations, premium live events, race watch parties, intimate dinners, industry discussions, and experiences that connect women through a shared love of F1. "But if I had to sum it up in one word, it would be belonging," she says.
That word appears repeatedly throughout her vision for The Formation and reflects what she witnessed during her years inside the sport. While leading the groundbreaking partnership between Elemis and Aston Martin that brought F1's first official beauty brand into the sport, she heard directly from women who felt increasingly represented by F1's changing landscape.
"Many said that despite loving the sport, they hadn’t always felt like it had been built with them in mind," she says. "That really stayed with me, and eventually I realised this wasn’t just a sponsorship conversation anymore - it was a conversation about community."
The Formation arrives at a time when female-focused F1 spaces are becoming increasingly visible, something Mansell views as overwhelmingly positive. "With more than 350 million women following F1 globally, there is room for many different communities, each with its own unique purpose," she adds.
For Mansell, The Formation is not just another community. It is the answer to a need she saw firsthand: a place where women can feel accepted, valued, and not alone in enjoying Formula 1.
Baca Juga
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