Susie Wolff has described the early difficulties in building commercial backing for the F1 Academy all-female racing series. She explained how she convinced all ten Formula 1 teams to provide support ahead of the 2024 season. The managing director recounted empty grandstands and sponsorship shortfalls that nearly ended the project.
Wolff recalled arriving at Circuit Paul Ricard for an early event and finding no spectators or activity beyond the series trucks. Team bosses and drivers told her they could not secure funding, with some unable to meet their share of costs under the original model where Liberty Media, teams and drivers each covered one third of the budget.