- The Formation launches as a new global community platform connecting women who love Formula 1
- Founded by Amy Mansell, the sports marketing executive who helped pioneer Formula 1’s first major beauty partnership
- Sky Sports F1 presenter Natalie Pinkham, Miami Grand Prix President Katharina Nowak, NKrush CEO and Founder Natalie Neal and marketing strategist Silvia Schweiger join as inaugural advisory board members
- A community built around race-day watch parties, industry conversations and experiences online and in-person, while supporting the next generation of women in motorsport
- Sign up for free at www.wearetheformation.com and join the conversation ahead of the British Grand Prix.
The Formation, a new global community and events platform for women who love Formula 1, launches today ahead of the British Grand Prix with a mission to create the world’s home for women who love the sport.
The launch comes at a pivotal moment for Formula 1. Women now represent 42% of Formula 1’s global fanbase and account for three in four new fans entering the sport, yet there remains no dedicated community designed around their experiences as fans.
Created to bring together women through race-day experiences, industry conversations, digital content and community, The Formation aims to transform Formula 1 fandom from something often experienced individually into something shared.
Launching initially with a free global membership, newsletter and community platform, The Formation will host a programme of female-led race-day watch parties, industry conversations and community experiences, connecting members online and in person through a shared passion for Formula 1. Upon joining, members are invited to connect with like-minded fans through a dedicated WhatsApp community. As the Formula 1 ecosystem descends on Silverstone this week, the group will be a forum for women to chat all things F1 and begin building The Formation community.
The Formation was founded by sports marketing executive Amy Mansell, whose career spans more than two decades in elite sport and sponsorship. Most recently, she helped pioneer Formula 1’s first major beauty partnership, contributing to wider conversations around the growth of women as fans of Formula 1 and the commercial opportunity that represents for brands and rights holders.
Amy Mansell, Founder, The Formation, said: “Women aren’t a niche audience in Formula 1. We are hundreds of millions of fans around the world. Yet despite that growth, there still isn’t a place built specifically for the women who love this sport.
“The Formation exists to change that.
“We’re building a community where fans can come together around a shared passion for Formula 1 – to connect, celebrate and belong. Formula 1 is at its best when it brings people together, and while The Formation is designed around the experiences of women as fans, everyone who shares that spirit is welcome.”
Alongside its launch, The Formation is assembling an advisory board of leading women from across the Formula 1 ecosystem, including experts in broadcasting, engineering, strategy, commercial partnerships and motorsport operations.
The advisory board will bring together some of the sport’s most respected female voices to help guide the community, contribute to events and conversations, and create a meaningful connection between the women working inside Formula 1 and the growing audience of women who love the sport. The Formation’s inaugural advisory board includes Sky Sports F1 Presenter Natalie Pinkham, Miami Grand Prix President Katharina Nowak, NKrush Founder and CEO Natalie Neal and marketing strategist Silvia Schweiger, with additional members to be announced.
Together, these voices will help shape a community where members feel welcomed, represented and connected to the sport in a way that has not existed before.
Katharina Nowak, President, Miami Grand Prix and member of The Formation advisory board, said: “Formula 1 is experiencing incredible growth around the world, and women are playing an increasingly important role in that story as fans, professionals and leaders across the sport.
“What makes The Formation so exciting is its focus on creating meaningful connections between women who share a passion for Formula 1. Sport has always been at its best when it brings people together, and this community has the opportunity to create a genuine sense of belonging for women who love the sport, whether they are lifelong fans or discovering Formula 1 for the first time.
“I’m delighted to be part of The Formation advisory board and to support a platform that not only celebrates women as fans, but is also committed to helping create opportunities for future generations of women in motorsport.”
Beyond building a global community, The Formation is committed to supporting the future of women in motorsport. Through its events, memberships and partnerships, the organisation will contribute to initiatives that help women and girls access opportunities across the industry, from participation and education to career development and leadership. The Formation plans to work alongside a range of programmes and organisations that share its vision of creating a stronger future for women in motorsport, ensuring that women see themselves reflected in the conversation around the sport.
Natalie Pinkham, Sky Sports F1 presenter and member of The Formation advisory board, said: “What excites me most about The Formation is that it’s being built with women, not simply for them, and I’m delighted to be part of that.
“There are so many incredibly talented women making their mark across the sport – in engineering, strategy, broadcasting, commercial partnerships, operations and leadership. Bringing those voices into the conversation creates something that feels authentic, inspiring and genuinely connected to the world of Formula 1.
“As the sport continues to grow, so does the opportunity to create meaningful connections between fans and the people helping drive Formula 1 forward every day. My hope is that The Formation plays a small part in that journey, while also helping open doors for the next generation of women and girls who dream of being part of motorsport’s future.”
Through conversations, connections and community, The Formation aims to help shape a stronger future for the sport. Formula 1 is strengthened by a broader range of voices, perspectives and experiences, creating a richer and more inclusive community for everyone who loves the sport.
For more information or to join the community for free, visit: www.wearetheformation.com
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About The Formation
The Formation is a global community and events platform built for women who love Formula 1.
Through race-day experiences, industry conversations, digital content and an international member network, The Formation is creating the world’s home for women who love Formula 1 while supporting the next generation of women entering motorsport.
Forward. Together.
wearetheformation.com
Contact
Amy Mansell | Founder, The Formation
