The all-female developmental racing series F1 Academy has strengthened its commercial portfolio by announcing Sephora as its new official beauty retail partner ahead of the 2026 season opener.
Under the agreement, the global beauty retailer will introduce immersive Glam Bars and fan activations at select races throughout the 2026 season, bringing its brand experience directly to Formula 1 race weekends.
The partnership will also extend to the F1 Paddock Club hospitality programme, where Sephora’s Glam Bars will be available to guests at 17 Formula 1 Grands Prix during the 2026 season.
As part of the collaboration, Sephora will also support rookie Spanish driver Natalia Granada, whose race car will feature the brand’s colours and branding throughout the season.
Additionally, the company will sponsor a new end-of-season drivers’ celebration, aimed at highlighting the progress and performances of drivers across the championship.
Deborah Yeh, global chief marketing officer at Sephora, said the partnership offers the brand an opportunity to connect with global audiences.
“This collaboration gives us an incredible opportunity to engage with fans from Shanghai to Austin while supporting the dreams of these athletes,†she said.
The agreement further expands Sephora’s presence in sports sponsorship, which already includes partnerships with the Unrivalled women’s 3×3 basketball league and Toronto Tempo, Canada’s first WNBA franchise.
Sephora now joins an established group of F1 Academy partners including Tag Heuer, American Express, Gatorade, Lego, Puma, Salesforce, Standard Chartered, TeamViewer, Wella, Pirelli and Aramco.
F1 Academy will run as a support series to Formula 1 at seven Grands Prix in 2026, beginning with the Chinese Grand Prix in Shanghai (March 14–15) before heading to Saudi Arabia, Canada, the United Kingdom, the Netherlands, the United States and Las Vegas later in the season.
NASCAR secures Super.com partnership
Meanwhile, NASCAR has announced a new partnership with discount platform Super.com, aimed at enhancing the fan experience during the 2026 racing season.
Through the agreement, Super.com will integrate directly into NASCAR’s digital platform, allowing fans to access discounts for race weekends, including travel and event-related purchases.
The partnership will also provide discounted tickets for selected races, including events in the Craftsman Truck Series and the O’Reilly Auto Parts Series.
Beyond digital integration, Super.com will activate the collaboration at several NASCAR-owned tracks, offering hospitality and experiential opportunities that reward members with premium race experiences.
Craig Stimmel, senior vice president and chief commercial officer at NASCAR, said the partnership is designed to make attending races more affordable for fans who often travel long distances to attend events.
“Our fans travel thousands of miles every season to be at the track. Partnering with Super.com helps make race weekends more accessible, from accommodation to grandstand access,†he said.
NASCAR’s 2026 season began with the Daytona 500 on February 15, while the championship’s fifth race of the year, the Pennzoil 400 in Las Vegas, is scheduled for March 15.