‘I think the biggest problem is getting sexualised.’

Chloe Grant at the F1 Academy testing at the Paul Ricard Circuit in July 2023. Image Credited to F1 Academy Limited. 

Whilst drivers dress in a full body suit, topped off with the helmet, there is an air of sexualisation surrounding motorsport. Speaking with former F1 Academy driver, Chloe Grant, we discussed the sexualisation of the sport and the difficulties of funding.

Glancing on social media platforms, the aestheticism and romanticisation of the motorsport world is prevalent. With fan edits, clips of driver innuendos, and slow-motion shots of drivers taking ice baths, F1 has utilized new forms of marketing and new audiences. 

‘In general, you can find people in racing attractive, everybody does. People can make edits, and there were girls making edits of us in Austin, but don’t take it too far.’

With the media sexualising young teens in many avenues of fame, the age of sexualisation is lowering. 

‘I mean, even day-to-day you can wear what you want. It shouldn’t matter. But I do notice it has changed with social media now. Playing the sexual card get likes, but you shouldn’t do it. In karting, I see a lot of really young girls walking around in sports bras. There should be nothing wrong with this, but realistically it can be seen as unprofessional.’ While this is something women and girls shouldn’t have to think about, it is unfortunately something to be aware of in a media saturated industry. 

Discussing Chloe’s social media presence, she credited her sister, Lucy. As a marketing and public relations specialist, Lucy helps manage Chloe’s image, acting as older sister and adviser. 

Within recent years the correlation between media and funding has become vital. 

Bianca Bustamante, F1 Academy Driver, sponsored by McLaren, has surpassed one point two million followers on Instagram, and finished seventh in the 2023 F1 Academy championship. Nearing the end of her season she partnered with McLaren, which extended her already impressive social media presence to the papaya fans. In doing so, Bianca not only attained sponsorship for 2024 but also solidified her personal brand. As driver wears their team’s colours and drives under their livery, they are more likely to be featured on the team’s social media platforms. Despite criticism against the toxicity of social media, which I will not disagree with, social media exposure is incredibly important for the drivers to build their brand and attain future sponsors. 

In comparison, Jessica Edgar, who finished eighth in the 2023 championship partnered with F1 Academy for the new season and has over sixteen thousand followers on social media. Whilst this is impressive, the power of brand marketing is ultimately what has provided Bianca with more opportunities which will influence her career long term. 

‘I’m really struggling.’ Said Chloe. ‘Like I said, businesses are just really, really tight with money right now because of the cost of living. It’s really difficult. And the chances of me going into British Formula Four are really, really low. Almost none.’

Speaking to Chloe on her last day to secure funding and therefore a spot on the British Formula Four grid, she was clearly dejected. Having raced in F1 Academy last season and hoping to return to a mixed grid in 2024, Chloe needed funding urgently.

Speaking to her team earlier in the day, admitting that she didn’t have the financial backing, and wouldn’t have it in time for the deadline that evening, she avoided eye contact. The frustration and disappointment on her face was clear. ‘We don’t have the money. But they really want me, so they said they’d call me back later and try to find a way to work this out.’ With the options of the team reducing her budget, gaining no profit, or by raising the budget of her teammate, the two options were unfortunate and awkward for the potential pairing. 

‘I would love to do British Formula Four. I do have another option, but I did it two years ago and I really don’t want to do it again and I just know that I’ll get heat for it.’ Not wanting to take a step backwards in her career or face the media speculation over the reasoning, Chloe wanted to progress in her racing career.

Chloe Grant at the F1 Academy testing at the Paul Ricard Circuit in July 2023. Image Credited to F1 Academy Limited. 

Discussing how she obtained the money to enter F1 Academy, I was impressed by the accessibility. ‘The budget in real life terms is really expensive, but in racing terms it’s ridiculously cheap.’ Signing for the 2023 season in F1 Academy without the full budget, Grant had faith that her team would be able to raise the final amount which was then funded by Specsavers.

F1 Academy was an opportunity for promotion, female camaraderie, and to inspire young girls to become interested in motorsport. Unfortunately, when discussing British Formula Four Chloe acknowledged that family funding has a massive influence on the industry. Without discrediting other drivers but acknowledging the lack of sponsorships on their liveries, Chloe noted that many drivers are solely funded by their families. 

Asking her reasoning for wanting to move back to a mixed series, Chloe expressed a dislike for separating championships. ‘I think F1 Academy is really good, but if you start separating us, it would be really bad.’

‘When I was applying for the British season, they came up to me and they said ‘Would you be okay if we did a woman’s podium?’ And I said no, I don’t want to do that. So if I finish P10 and then I get a trophy I would be embarrassed. I want to be top three overall! It was honestly kind of a joke, and then people will get heat for it as well. And all the guys will say it makes no sense, and you know what? The guys are right, it doesn’t make any sense.’

A week after our interview Chloe took to social media to announce her return to GB4, the fourteen driver, single seater, UK based competition. Despite the unfortunate step backwards due to funding, Chloe earned her first GB4 podium last weekend at Oulton Park.