Get used to seeing women in motorsports
Shift Happens #4 | Weekly pivots where motorsport collides with tech and culture.
Thank you for being here. You are receiving this email because you subscribed to Idée Fixe, the newsletter for curious minds. I’m Toni Cowan-Brown, a tech and F1 commentator. I’m a former tech executive who has spent the past five years on the floor of way too many F1, FE, and WEC team garages, learning about the business, politics, and technology of motorsports.
⏳ Reading time: 5 minutes
Shift Happens, weekly pivots where motorsport collides with tech and culture. Essentially, a roundup of the headlines in and around motorsport you should be aware of. I’m introducing this alongside my weekly deep dives. I hope you enjoy this new curated format.
The lead lap
Formula E just held its second all-women test this past weekend at the Circuit Ricardo Tormo in Valencia, where female drivers tested the GEN3 Evo car. The event is part of a larger initiative to create opportunities for women in motorsport, with all 10 teams participating and some having two drivers in the session
As I mentioned in November last year, this test wasn’t historic because the women’s times were phenomenal or even better than the men’s - they weren’t (yet), and some are actually right up there. Rather, it was historic because we very rarely get to see so many women out on track in the same machinery as their male counterparts. In case you are wondering, though, the fastest lap of the women’s test was a phenomenal 1:22.767, set by Chloe Chambers, with Mahindra Racing.
As a society, we have had to get used to getting scraps and having to be grateful for these breadcrumbs. All too often, we’ve also stopped at the token women - because surely one is more than enough (this was precisely my issue with how the motorsports media covered the two female candidates running for the FIA - the first one who announced her intention got lots of press, whereas the second barely got any mentions).
40% of today’s athletes are women, and they get less than 5% of the coverage. And when they do get coverage, it’s lacklustre at best, and at worst, there is coverage only because she exceeded all expectations, was flawless, perfection… Women shouldn’t have to be perfect just to be seen, spoken about and acknowledged
Instead, these tests are historic because, sadly, in a sport where we should have men and women competing together at the highest level, we don’t. It was historic because it means so much to so many to see more than just one woman having to be the sole representative for an entire demographic. It was historic, because people and teams made room and stepped back to give women an opportunity that so many deserve but still so few get. It was historic because at a time when women’s right to healthcare, safety, education… and just their right to live is in jeopardy all over the world, is was so incredibly moving to watch these women get into some of the fastest cars in the world and just have fun. And have the freedom to do something they are good at and take up space they are entitled to, and take up the necessary time to perfect their skills.
The number of the week
$44,366 (as of writing this newsletter) is how much was raised for Driven to Give: F1 Creators Racing to Feed America - an initiative launched by F1 creator Podium Sundays. Her initial goal was $20,000, but this has now been increased to $55,000 as so many have been giving. The idea was simple but mighty; would the creator and F1 community come together and consider a one-day fundraising effort with her across all our platforms for Feeding America? Yet again, creators show us how they use their platforms and community for good to aid our larger community.
Three stories that need to be on your radar
LEGO x APXGP. I previously wrote about how Expensify won the F1 Movie for their unusual and clever sponsorship approach. I even mentioned that the F1 movie won’t be a one-off, and we should expect more cinematic sports universes with branded teams, made-for-film sponsors, and fictional dynasties. Enter in, LEGO with their new APXGP set - complete with a car and two drivers, and lots of Expensify logo placement. Whoever was in charge of this product placement, please take a bow.
FIA presidential hopeful has secured an emergency court hearing in Paris against the FIA over the election process. Laura Villars, who was one of three candidates hoping to stand for president of the FIA, has secured an emergency court hearing in Paris against the FIA over the election process. She seems to have the unofficial backing of Tim Mayers - almost feels like he is letting her run with this and be the face of this injunction and he can step back and not ruffle too many feathers. Villars (and the other challengers) say they were unable to fulfil those requirements because only one eligible person from South America (Fabiana Ecclestone) was available and she supported the incumbent Mohammed Ben Sulayem. Thus, effectively blocking challengers, she states. A Paris court hearing has been set for November 10, where the FIA will be summoned before the emergency judge. The court could push for a pause or review of the presidential list/eligibility process, potentially forcing the FIA to reopen or amend the ballot. Alternatively, the court may decide it’s not the right forum (jurisdictionally) and allow the FIA election to proceed as-is, which would reinforce the incumbent’s position.
Massa has brought a legal claim (claiming approximately £64 million) in London’s High Court against the FIA, Formula One Management (FOM) and Bernie Ecclestone arguing that the sport’s authorities were aware, or should have been aware, of the manipulation in 2008 (or soon after) and failed to act promptly, thereby depriving him of his rightful championship. The hearing in the High Court took place (three-day hearing) and a judgment has been reserved - meaning the judge has yet to hand down a decision on whether the case can proceed and on merits. This is about more than just a technicality. At its heart is the question of sporting integrity: if a race was manipulated and the outcome of a championship altered, it has ramifications for trust in the sport. Link
One video worth your time
I had never thought about this additional layer of income that MotoGP riders get which is all their brand deals with leather, equipment, helmets and just about anything motorbike-related. Which is obviously not the same in F1, as unlike a MotoGP race where 50,000+ people are turning up with their motorbike, no one else is turning up to an F1 race weekend with their F1 car.
One [event] that caught my eye
I was kindly invited by Elemis (the first official skincare partner of the Aston Martin F1 team) and Aston Martin to spend a day at the Silverstone circuit for some track time. The experience and thrill of the day were incredible, but far more profound was seeing how quickly so many women overcame their initial anxiety and/or fear of their first track day.
Women’s Participation in Motorsport is Critically Low: Female participation in motorsport currently sits at between 7-13% on average across all levels of competition. According to More Than Equal’s research, based on current numbers, without significant intervention, the chances of a woman ever reaching the top is incredibly slim. One of the barriers to entry is limited track time - the research indicates women receive less track time compared to male drivers, which directly impacts skill development and confidence building.
None of us present were, as far as I’m aware, looking to make a career switch and become professional drivers. However, getting more women comfortable with cars will, over time, undoubtedly have a trickle-down effect. Many of the women reported starting out cautiously, but their confidence and speed increased quickly. Several were surprised by how easy the vehicles were to handle and how confident they felt after just a few laps.