Susie Wolff's F1 Academy partnered with Hello Kitty in 2025 to challenge stereotypes surrounding female drivers. This partnership aimed to showcase that women in racing can embrace femininity while competing at high levels. Susie Wolff, serving as managing director, has been a strong advocate for breaking down preconceptions in the sport.

Susie Wolff partnered with Charlotte Tilbury in 2025, marking the brand's first foray into sports sponsorship. This collaboration with F1 Academy, the all-female racing series managed by Susie Wolff, aims to empower female drivers and broaden the appeal of motorsport to a wider audience. The partnership was shaped by a shared vision of empowerment, aligning their values of confidence through makeup and promoting women in sports.

Susie Wolff joined More than Equal's Advisory Board in 2025 as part of a partnership with F1 Academy. This collaboration designates More than Equal as the Official Driver Performance & Research Partner, aiming to enhance the physical and mental performance of female drivers through research-driven insights.