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MSA Dare to be different16a– Female-oriented motor sport initiative continues to gain traction
– The Formula 1® Group, JMI and Pirelli all pledge support
– Founder Susie Wolff hails ‘huge boost’ for MSA-backed project

As Dare To Be Different continues to gain traction in the motor sport and automotive spheres, the groundbreaking female-oriented initiative has announced high-profile new partnerships with the Formula One group of companies (Formula 1® Group), Just Marketing International (JMI) and Pirelli.

Spearheaded by former Formula 1® driver Susie Wolff, Dare To Be Different is working in conjunction with the Motor Sports Association (MSA) to inspire, connect and celebrate women in every aspect of motor sport.

Having already successfully staged its first major event at Daytona Sandown Park in Surrey earlier this month – educating 100 local schoolgirls in every aspect of motor sport and all of its associated career opportunities – Dare To Be Different has received backing from three of the biggest brands in the world of motor sport.

The Formula 1® Group which has the exclusive right to commercialise the FIA Formula One World Championship™, the motor sport marketing specialist JMI and the Formula One™ Official Tyre Supplier Pirelli have all come on-board – joining Unilever’s Sure brand as supporting partners – and Wolff is delighted by Dare To Be Different’s growing stature and profile.

“Given that we are still in the infancy of this project, to have such influential and big-name brands as the Formula 1® Group, JMI and Pirelli pledge their support is a ringing endorsement,” she acknowledged. “The fact that they and our existing partners all believe in Dare To Be Different’s vision and ethos will provide a huge boost to young girls and women contemplating a career in motor sport.

“Dare To Be Different is all about overturning perceptions that this is a man’s sport, and about driving home the message that women can be every bit as successful as their male counterparts, whether that is behind the wheel, in front of the camera or in the engineering workshop. We are confident that the Formula 1® Group, JMI and Pirelli will help us to spread that message and make it easier for future generations of female talent to forge their own paths.”

Bernie Ecclestone, CEO of the Formula 1® Group, added: “Being different is sometimes the best way to get things done.”

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