Abstract
Statement of Problem
Despite the increased visibility of women in racing through initiatives like the W Series and the F1 Academy, women remain significantly underrepresented in professional motorsports. As of 2023, only 35 women competed in major single-seater championships compared to the 83 men competing in the same series, showing that female participation was limited. As motorsport is a “pay-to-play” industry, sponsorships can be vital to career progression and visibility. However, gendered disparities in sponsorship allocation can disadvantage female drivers, which can limit access to racing teams, resources, and long-term participation. This study investigates how sponsorships play a role in visibility and influence career opportunity and length of women in racing, to inform strategies that promote driver diversity and funding equity in the industry.
Sources of Data
This study used quantitative data collected from 27 female racing drivers studied across motorsport categories, including the Formula 1 Academy, the World Endurance Car Championship (WEC), International Motor Sports Association (IMSA) WeatherTech Sportscar Championship, NASCAR, and the British Karting Championship. Publicly available data were compiled from driver, team, and sponsor websites and social media accounts from platforms including Instagram, X, Facebook, and TikTok. The variables included nationality, team, career length, sponsors, and performance metrics like wins and top three finishes. Data was organized into Microsoft Excel to identify trends in sponsor distribution, visibility in terms of social media, and performance. The study used non-probability purposive sampling to examine how sponsorship and social media play a role in the careers and visibility of women in motorsport.
Conclusions Reached
This study analyzed how sponsorship, visibility, and social media influence the opportunities and careers of female racing drivers across the measured categories: Formula 1 Academy, sportscar, stockcar, and karting. Using quantitative data from the 27 measured drivers, results show that sponsorship acquisition is not dependent on performance of career length, digital visibility and engagement are more closely related than the former. Grounded in frameworks of Social Role Theory, Social Capital Theory, and Pflugfelder’s Gendered Body in Motorsport, the findings of this study highlight how the women’s representation and access to sponsorships are shaped by systemic and cultural hierarchies. This study underscores a need for structural change to create equitable opportunities and visibility for women in motorsport.