By ShelbyLynn Curry
Formula One is perhaps one of the biggest sports and has a huge following. In 2023, F1 started to become more mainstream in the USA due to the sports unpredictability and high intensity. Not long after attracting more viewers, F1 collaborated with the Tarte company for the Miami Grand Prix in hopes of bringing more women into the male-dominated sport. But how did this social media collaboration become controversial?
What Went Wrong?
There are many female F1 content creators, like Lissie Mackintosh, who would have done
numbers at the GP. Female F1 enthusiasts already have a hard time getting their voices heard and the frustration from the fact that Tarte’s campaign perpetuated the very notion that women couldn’t be true F1 fans and should stick to makeup felt belittling. Instead of engaging with the passionate women who are already making F1 content, Tarte and Formula 1 chose influencers who were there out of ignorance with little to no understanding or appreciation of the sport.
Backlash From the Influencers:
Leading up to the race, Tarte invited many influencers from TikTok to offer them an exclusive
experience and to create content for them. But what was the problem? Beauty influencers were given an all-expense paid vacation to Miami to capture the beauty and thrill of F1 while real fans of the sport had to sit at home to watch the race.
Alix Earle is arguably one of the most famous content creators on TikTok and had the chance to be at the Miami GP. Many fans felt like this was a slap in the face and an embarrassment since Earle and the other influencers had no clue about F1 and even mispronounced the teams’ names according to Motorsport.
What Now?
Even with the negative responses, F1 and Tarte haven’t given a proper response or apology. This has strained the relationship between the women and the sport. Formula 1 has a responsibility to connect with the fans.
This is a lesson to all future collaborations—authenticity matters. It’s time for F1 and its partners to recognize and respect the hearts of their fans. To the women who dedicate every Sunday to watch a race and those who try to start a career in this male-dominated sport, keep pushing for your voices to be heard and don’t let a brand decide your future.
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