Amy Mansell, founder of The Formation and a veteran in sports sponsorship, joins Tim Silvey on the Motormouth Podcast to share her inspiring journey in Formula One and the importance of fostering a community for women who love the sport.
Amy’s path into Formula One wasn’t a planned one. After starting her career in hospitality, she found herself in motorsport, which led her to opportunities in the F1 space. With over 20 years of experience in sponsorship, Amy has made significant contributions, including creating the first beauty brand partnership with the Aston Martin F1 team.
"It kind of all just happened a bit unplanned. It wasn't kind of this big strategy to set out to go and do it."
Through her experience, Amy emphasizes the importance of shared values when creating partnerships. She notes that successful collaborations stem from genuine connections, rather than simply placing logos on a platform.
"It's really around shared values, and making sure that there is that kind of authentic connection alongside your genuine commercial reason to partner."
Her groundbreaking partnership with Elemis showcased the growing female audience in F1, which was a significant factor in its success.
Recognizing the need for a supportive space for women in motorsport, Amy launched The Formation, a global community aimed at connecting women who share a passion for Formula One. With members from over 82 countries, it provides a platform for women to engage with the sport and each other.
"Thank you for making me feel like I belong in a space that just didn't feel like it was traditionally built for me."
Amy’s journey highlights the importance of representation and inclusivity within sports. More than just a professional achievement, her work with The Formation represents a meaningful step towards creating a welcoming space for future generations of women in motorsport.
As we reflect on this conversation, it’s crucial to consider how we can support and amplify voices within our communities, ensuring that everyone feels they belong in spaces they’re passionate about. To hear more about Amy's story and the exciting developments within The Formation, listen to the full episode of the Motormouth Podcast.
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