Red Bull Racing Secures Landmark F1 Academy Sponsorship with Anastasia Beverly Hills

Red Bull Racing has signed a landmark long-term sponsorship deal with global beauty brand Anastasia Beverly Hills, marking a historic moment for both Formula One and the cosmetics industry.

The agreement represents the first dedicated partnership that Red Bull has secured specifically for their F1 Academy programme, while also signifying Anastasia Beverly Hills’ debut in motorsport sponsorship.

Under the deal, the Anastasia Beverly Hills branding will feature prominently on the cars of Alisha Palmowski, who races under the Red Bull banner, and Rafaela Ferreira, who represents the Racing Bulls. Palmowski’s car will carry the logos on the rear wing and cockpit, while Ferreira’s entry will showcase the beauty brand’s presence on the side chassis and front nose.

“Welcoming Anastasia Beverly Hills to our growing and diverse family of partners is a monumental step for the Red Bull Academy Programme, supporting both the Red Bull Racing Pepe Jeans and Visa Cash App Racing Bulls Academy Programmes,” said Julia George, director of partnerships at Red Bull Racing.

“We’re delighted that one of the fastest-growing beauty brands in the world has entrusted the Red Bull Academy Programme to make its first step into motorsport.”

Anastasia Soare, founder and chief executive of Anastasia Beverly Hills, added:

“We are incredibly proud to mark ABH’s first move into motorsport with this long-term partnership across two F1 Academy teams.

“Motorsport has always been about pushing boundaries, and through this collaboration we’re excited to support the next generation of talented female drivers, making them feel beautiful and powerful.

“This is just the beginning of an exciting journey with the Red Bull Academy Programme, and we’re committed to making a lasting impact both on and off the track.”

The deal underscores the evolving commercial landscape in Formula One, with non-endemic brands increasingly investing in the sport. As Formula One attracts a younger and more female audience, beauty brands such as Anastasia Beverly Hills see the championship as a valuable platform to engage and expand their global reach.