F1 Academy, a female-only single-seater racing championship founded by Formula One, has recently joined forces with the well-known beauty brand Charlotte Tilbury.  This is the beauty brands first ever global sports sponsorship.

Whilst there has been a huge crossover between fashion and sports for a number of years, this latest collaboration may see a shift in the trend for beauty brand owners to start sponsoring more sports events, leading to commercial opportunities to exploit their brand to a different audience than what had previously been considered.

More details on the partnership can be found below.