Full Breakdown
Qatar Airways and BWT Alpine Formula One Team Renew Partnership to Promote Female Empowerment
11/27/2025, 8:19:20 PM
Partnership Overview and Goals
Qatar Airways and the BWT Alpine Formula One Team have renewed their partnership, initially established in 2023, with a focus on promoting female empowerment in motorsport and aviation. The collaboration will see Carmen Jorda appointed as the Head of the Alpine F1 Academy and Qatar Airways Ambassador. Jorda's role will involve leading female driver mentorship initiatives and engaging in community outreach programs that reflect both organizations' commitment to diversity and excellence.
Key Figures and Their Roles
Carmen Jorda, a Spanish motor racing driver with a diverse background in various motorsport disciplines, will spearhead the initiatives aimed at increasing female participation in motorsport. Jorda has previously served as a development driver for Lotus and Renault in Formula 1 and has competed in the GP3 Championship, Indy Lights, and the Le Mans Series. Her appointment is seen as a significant step towards fostering inclusion and opportunity for women in the field.
Guy Martin, Global Marketing Director of BWT Alpine Formula One Team, expressed pride in the renewed partnership, emphasizing the alignment of values between the team and Qatar Airways. Luke Drake, Senior Vice President of Qatar Airways, highlighted the collaboration as a representation of skill and innovation, aiming to inspire future generations.
Community Engagement and Events
The partnership will feature co-branded activations and exclusive branding opportunities at Formula One events, including the Qatar Grand Prix. Special branding will be showcased on driver helmets and caps, and Qatar Airways will facilitate the presence of its cabin crew and pilots at Grand Prix events. Jorda will participate in various events aimed at connecting with fans and promoting the airline's commitment to empowerment.
Official Statements
In her statement, Carmen Jorda remarked, “I’m honoured to lead female-driver mentorship initiatives within the F1 Academy together with Alpine. I look forward to working with Qatar Airways and taking part in events close to global racing audiences and travellers.” Luke Drake emphasized the partnership's role in pushing boundaries and inspiring excellence across both aviation and motorsport.
Impact and Broader Implications
This renewed partnership not only reinforces Qatar Airways' commitment to diversity but also aims to create a more inclusive environment within motorsport. By championing female empowerment, the collaboration seeks to inspire young women to pursue careers in fields traditionally dominated by men, such as aviation and motorsport.
Verbatim Quotes
- “Guy Martin, Global Marketing Director, BWT Alpine Formula One Team: “We are proud to announce the renewal of our multi-year partnership with Qatar Airways on the eve of the Qatar Grand Prix.” — Guy Martin, Global Marketing Director, BWT Alpine Formula One Team
- “We are proud to continue our partnership with the BWT Alpine Formula One Team and support Carmen Jorda's appointment, which represents the very best of both aviation and motorsport - where skill and innovation unite to push boundaries. This collaboration reflects our shared commitment to empowering women and inspiring future generations to pursue excellence in every field.” — Luke Drake, Senior Vice President, Qatar Airways
- “I look forward to working with Qatar Airways and taking part in events close to the fans, as well as community outreach programmes that highlight the airline's commitment to empowerment and excellence.” — Carmen Jorda, Head of Alpine F1 Academy
This partnership marks a significant step in the ongoing efforts to promote diversity and inclusion within the realms of motorsport and aviation, showcasing the potential for collaboration between these two dynamic industries.
