Wella expands F1 ACADEMY partnership with Silverstone activation

Wella Professionals will bring a multi-day activation to the 2026 British Grand Prix at Silverstone from 3 to 5 July, combining trackside beauty experiences, stakeholder hospitality and social content as part of its ongoing partnership with F1 ACADEMY, the all-female racing series.

The activation marks an expansion of the multi-year deal Wella signed with F1 ACADEMY in 2025, its first venture into sports sponsorship. The programme spans experiential, B2B and digital channels, bringing together salon partners, retail stakeholders, creators and consumers over a single race weekend.

Wella said the Silverstone programme will include a Formula One Paddock Club styling presence offering trackside beauty experiences, VIP race hospitality with driver meet-and-greets, events in the F1 ACADEMY paddock, and a social content plan featuring figures from sport and beauty.

The brand is also supporting British Grand Prix wild card entrant Chiara Bättig. The 16-year-old Swiss driver will take the wheel of the #6 Hitech car in a bespoke red Wella livery inspired by "Make It You".

Bättig is currently racing in British F4, where she has already reached the Silverstone podium. She was selected as a Red Bull Junior in 2025 following a standout performance in the Red Bull Driver Search at Estoril.

"Silverstone is one of the most legendary circuits in motorsport, so making my F1 ACADEMY debut here as the Wild Card driver is a dream come true," Bättig said.

"I'm focused on making every lap count and leaving a strong impression."

Marlene Lotter, Senior Vice President of Global Professional Brands at Wella Company, said the partnership is intended to build visibility for women in sport.

"Our partnership with F1 ACADEMY goes beyond sponsorship, it's about creating visibility for ambition and individuality at a defining moment for women in sport," Lotter said.

"Silverstone allows us to bring that vision to life at scale, connecting beauty with confidence, performance and cultural relevance in a completely new way."

The campaign forms part of a broader push by Wella Professionals, which describes itself as the world's number one salon colour brand, to raise its profile through events and community building