When we think about racing, we often picture fast cars, drivers wearing helmets, and the excitement of watching a race unfold. But there are also people working hard to make sure the next generation knows that motorsport is a place where women can compete, lead, and follow their dreams.
As a mom, I believe it matters for young women to see other women breaking barriers and doing things they may never have imagined possible for themselves. Seeing someone take that first step can sometimes be the encouragement another person needs to take a chance on a dream of her own.
That is why we’re sharing this guest contribution from Formula E about its partnership with Tinder and the “Ready. Set. Spark.” campaign. The series features drivers Sophia Flörsch, Marta García, and Abbi Pulling, giving audiences a closer look at the women behind the helmets and their lives beyond the track.
We’re pleased to welcome Ellie Norman, Chief Marketing Officer at Formula E, to Greatful Moments to share more about the campaign and the organization’s efforts to open doors for women in motorsport.
Guest Post: Ellie Norman, Chief Marketing Officer, Formula E
“At Formula E, we don’t just talk about progress—we drive it. We are relentless in our mission to break boundaries and break the bias, creating real, tangible pathways for women both on and off the track.
“Our groundbreaking, all-women test and our global Girls on Track initiative are built to supercharge access to motorsport. Now, alongside our Official Sparking Connections Partner, Tinder, we’re taking that momentum even further with the ‘Ready. Set. Spark.’ campaign—a high-energy series designed to inspire the next generation to unleash their potential in racing and beyond.
“When we launched the world’s first all-women official test for the 2024/25 ABB FIA Formula E World Championship, we set a new standard. While other series rely on legacy or restricted machinery, we put female racers directly into our cutting-edge, current-generation GEN3 Evo cars on equal ground. Mandatory for every team, this annual test is a powerful statement of intent and a core pillar of our commitment to performance equality.
“Off the track, Girls on Track brings the electric thrill of Formula E to young women aged 12 to 18 at every single race on our calendar. Through immersive, behind-the-scenes access and hands-on workshops, we’re showing young women that motorsport is a space where they belong, excel, and lead.
“With ‘Ready. Set. Spark.’, we’re connecting with a young, digital-first audience on their terms. By showcasing the incredible journeys of Sophia Flörsch, Marta García, and Abbi Pulling, we want to spark ambition, ignite passion, and prove to young women everywhere that their place in motorsport is right here, at full speed.”
Now, I would like to share my thoughts with you I love seeing women being given opportunities to compete, learn, and show the world what they can do. Young women deserve the chance to explore their interests without feeling that certain careers or activities are meant only for men.
I also appreciate the idea of showing the person behind the professional title. Whether someone is a racing driver, an artist, an athlete, or a business owner, there is a story behind the accomplishments. Sharing those stories can help someone else realize that big dreams are worth pursuing.
Formula E’s Girls on Track initiative and its all-women test are examples of efforts to create opportunities for women in motorsport. The “Ready. Set. Spark.” campaign adds another way for audiences to meet these drivers and learn more about their experiences.
We hope young women who are interested in racing will see these stories and feel encouraged to keep asking questions, learning new skills, and exploring what is possible for them.
To learn more about the championship, visit Formula E.
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Greatful. Thankful. Blessed.
Thank you,
Glenda, Charlie and David Cates
