Qatar Airways and BWT Alpine Formula One Team have announced a renewed partnership, placing a significant emphasis on female empowerment in motorsport. The collaboration will feature Carmen Jorda as Head of Alpine F1 Academy and a Qatar Airways Ambassador, aiming to increase female participation in both racing and aviation. The announcement was made ahead of the Qatar Grand Prix in Doha, solidifying the airline’s commitment to diversity and excellence within the Formula 1 world.
The partnership builds upon a successful initial collaboration launched in 2023, offering co-branded experiences for fans and travelers. Jorda, a former development driver with Lotus and Renault, brings a wealth of experience and a dedicated focus to fostering opportunities for women in a traditionally male-dominated field. This initiative aligns with Qatar Airways’ broader strategy of supporting inclusivity across various sectors.
Championing Female Empowerment in Motorsport with Qatar Airways
The core of the renewed partnership centers on Jorda’s role at the Alpine F1 Academy. She will lead mentorship programs designed to support and develop aspiring female drivers, providing guidance and resources to help them navigate the challenges of a professional racing career. This commitment addresses a long-standing disparity in motorsport, where female representation at the highest levels remains limited.
According to Qatar Airways Senior Vice President of Sponsorship, Events & Exhibitions, Luke Drake, the collaboration represents a synergy between aviation and motorsport, both industries demanding skill and innovation. He stated the partnership reflects a shared dedication to empowering women and inspiring future generations. The airline sees parallels between the precision required in piloting and the performance demanded in Formula 1 racing.
Bridging Aviation and Racing
To highlight the shared values, Qatar Airways facilitated an exchange between Jorda and Senior First Officer Shaikah Al Moudadi, one of the airline’s pioneering female pilots. The two women visited the Qatar Airways Flight Deck Training Academy Simulators and the Alpine F1 Garage, discussing their respective fields and the importance of dedication and expertise. This exchange served as a symbolic representation of the partnership’s goals.
The collaboration extends beyond driver development. Jorda will also act as a Qatar Airways ambassador, participating in Grand Prix events and community outreach programs. These activities aim to showcase the airline’s commitment to empowerment and provide opportunities for engagement with fans and the wider public. The airline hopes to inspire young women to consider careers in both aviation and motorsport.
BWT Alpine Formula One Team Global Marketing Director, Guy Martin, expressed pride in renewing the partnership with Qatar Airways, emphasizing the airline’s alignment with their values of excellence and diversity. He noted that including the F1 Academy entry and welcoming Jorda onboard underscores their shared dedication to empowerment. This partnership is expected to enhance the team’s brand visibility and reach a broader audience.
Qatar Airways has a substantial portfolio of global sports sponsorships, including partnerships with FIFA, UEFA Champions League, Paris-Saint Germain (PSG), and numerous other sporting organizations. This latest collaboration with BWT Alpine Formula One Team demonstrates the airline’s continued investment in high-profile events and its commitment to supporting initiatives that promote inclusivity and excellence. The airline’s broader sponsorship strategy aims to enhance brand recognition and connect with diverse audiences worldwide.
Looking ahead, the success of the Alpine F1 Academy’s mentorship programs will be a key indicator of the partnership’s impact. The development of female talent within the academy, and their potential progression to higher levels of racing, will be closely watched. Further details regarding specific initiatives and timelines for the mentorship programs are expected to be released in the coming months, as the 2024 Formula 1 season progresses. The long-term goal is to create a more diverse and inclusive environment within motorsport, and this partnership represents a significant step in that direction.
Qatar Airways BWT Alpine Formula One Team F1 Academy Formula 1 Source Article
