TAG Heuer Joins Forces with F1 Academy
TAG Heuer, a luxury watch brand renowned for its precision and innovation, has solidified its position in the world of motorsport by becoming an official partner and timekeeper of the all-female F1 Academy. This move comes as part of a broader 10-year, $1 billion deal between LVMH, the parent company of TAG Heuer, Moet & Chandon, and Louis Vuitton, and Formula 1 (F1). The deal signifies a significant investment in the sport and a commitment to fostering diversity and inclusion. TAG Heuer’s involvement in the F1 Academy highlights its dedication to empowering female talent and driving change in a traditionally male-dominated field.
A Step Forward in Empowerment
The F1 Academy, led by managing director Susie Wolff, is a pioneering initiative that aims to provide a robust platform for female drivers to showcase their skills and advance their careers in motorsport. Susie Wolff, a former Formula 1 test driver herself, expressed her delight at the partnership with TAG Heuer. “We are proud to welcome TAG Heuer as Official Partner and the first Official Timekeeper for F1 Academy from 2025,” she said. “This partnership reflects a joint commitment to empower female talent and a desire to accelerate change in our sport—most certainly, it’s not just a man’s world anymore.” The collaboration underscores a shared vision of inclusivity and the belief that talent knows no gender.
Shared Values and Commitments
For TAG Heuer CEO Antoine Pin, the partnership with the F1 Academy is a natural fit. “The values of F1 Academy perfectly reinforce the commitments and ideals of TAG Heuer where innovation and performance are on par with our egalitarian spirit and our openness to all,” he stated. “We are honoured to continue our indelible connection to motor racing by becoming Official Partner and Official Timekeeper of F1 Academy.” The brand’s heritage in motorsport, coupled with its modern ethos of inclusivity and performance, aligns seamlessly with the goals of the F1 Academy. This partnership is not just a commercial venture but a reflection of a deeper commitment to advancing the sport and breaking down barriers.
A Promising Young Talent
One of the drivers who will benefit from this partnership is Aiva Anagnostiadis, a 17-year-old Australian racing prodigy. Aiva will drive the TAG Heuer car, operated by Hitech Grand Prix, in her rookie campaign in the F1 Academy. She comes to the series after an impressive 10th place finish in the 2024 Indian F4 Championship. “I’m beyond excited for the 2025 season,” she said. “This is an amazing opportunity, and working with a team like Hitech GP and a sponsor like TAG Heuer is a dream come true. I’m ready to chase my goals and fight for every opportunity to win.” Aiva’s enthusiasm and determination are emblematic of the spirit of the F1 Academy, which aims to nurture and support young female talent.
Expansion and Support
Hitech Grand Prix, a well-respected team in junior formulae, is also new to the F1 Academy grid in 2025 and will field three cars as the series expands to a total of 18 participants. The F1 Academy will run alongside F1 events, providing a high-profile platform for its drivers. The 2025 season will feature seven rounds, with the opening race taking place during the Chinese Grand Prix weekend on March 22 in Shanghai. This format ensures that the F1 Academy receives significant exposure and recognition, further highlighting the importance of female representation in motorsport.
A Bright Future for the F1 Academy
The F1 Academy has already seen success in its inaugural seasons, with Abbi Pulling emerging as the 2024 champion after a dominant campaign. Her achievement earned her a fully funded seat at Rodin Motorsport in the 2025 GB3 Championship, a testament to the Academy’s ability to provide tangible opportunities for its participants. The partnership with TAG Heuer and the continued support from F1 and LVMH bode well for the Academy’s future. As the series grows and evolves, it is poised to play a crucial role in shaping the next generation of female motorsport stars, ensuring that the sport remains dynamic and inclusive.
