Qatar Airways has extended its partnership with BWT Alpine Formula One Team, focusing on a renewed commitment to female empowerment in both motorsport and aviation. The collaboration will be spearheaded by Carmen Jorda, appointed as Head of Alpine F1 Academy and a Qatar Airways ambassador, aiming to increase female participation in these traditionally male-dominated industries. The announcement, made ahead of the Qatar Grand Prix, highlights a strategic alignment of values between the airline and the racing team.
The partnership builds upon a successful initial collaboration launched in 2023, encompassing branding, guest experiences, and activation events at Formula 1 races worldwide. Jorda’s role signifies a proactive step toward diversifying the sport and providing mentorship opportunities for aspiring female drivers. Qatar Airways, already heavily invested in global sports sponsorships, views this as a natural extension of its brand identity.
Championing Females in Formula 1 and Beyond
This initiative is particularly noteworthy given the limited representation of women in Formula 1. Jorda herself has a unique history within the sport, having served as a development driver for Lotus and Renault – a position held by only 11 women historically. She brings experience from racing in series like GP3, Indy Lights, and the Le Mans Series to her new role.
Jorda’s ambassadorial duties with Qatar Airways will involve appearing at Grand Prix events and participating in community engagement programs. These programs are designed to showcase the airline’s dedication to empowering women and fostering excellence. This includes planned knowledge exchanges with female leaders within Qatar Airways, such as Senior First Officer Shaikah Al Moudadi.
Mentorship and Knowledge Sharing
A core element of Jorda’s position is leading female-driver mentorship initiatives within the F1 Academy. This academy serves as a breeding ground for young female talent, providing them with the training and resources needed to progress in motorsport. According to Luke Drake, Senior Vice President of Sponsorship, Events & Exhibitions at Qatar Airways, the partnership aims to “inspire future generations to pursue excellence in every field.”
The recent interaction between Jorda and Al Moudadi underscored the parallels between aviation and motorsport – both demanding precision, performance, and intensive training. Visits to the Qatar Airways Flight Deck Training Academy Simulators and Alpine’s F1 Garage served as symbolic demonstrations of these shared values. This collaboration is anticipated to broaden the reach of the F1 Academy and elevate the profile of female drivers globally.
The renewed partnership further strengthens Qatar Airways’ extensive portfolio of sports sponsorships. Alongside investments in Formula 1, the airline supports FIFA, UEFA Champions League, Paris-Saint Germain (PSG), and numerous other sporting disciplines including tennis, golf, and equestrian events. These sponsorships contribute to brand visibility and reinforce Qatar Airways’ position as a global leader in sports marketing. Motorsports and aviation represent a continued focus on segments that align with the airline’s luxury and innovation brand image.
Guy Martin, Global Marketing Director at BWT Alpine Formula One Team, emphasized the alignment between Qatar Airways’ and Alpine’s values, stating the partnership reflects a “shared dedication to empowerment.” The long-term implications of this investment may depend on the F1 Academy’s success in developing competitive female drivers capable of reaching Formula 1 itself.
Looking ahead, the success of this initiative will be measured not only by increased female representation within the F1 Academy but also by the long-term career trajectories of the drivers involved. The partnership is ongoing, with no specific end date currently announced. Observers will be watching to see how effectively the mentorship program translates into tangible opportunities for female drivers and whether it inspires similar initiatives across other motorsport categories and within the aviation industry.
