E-commerce technology company, Rokt, has extended its partnership with Oracle Red Bull Racing for the all-female 2024 Formula 1 Academy season.

Rokt will support the newly launched Red Bull Academy Program through its sponsorship of the Red Bull Racing Pepe Jeans car for the 2024 season of F1 Academy, which launched in 2022 to help female drivers aged 16-25 prepare physically and mentally for competition and access more time on the track.

The series will hold races in seven countries, coinciding with the F1 calendar in 2024, to elevate female drivers on the world stage.

"By supporting the Red Bull Academy Program, we're building on the successful partnership Rokt first launched with Oracle Red Bull Racing last year to foster diversity across sports, technology and business globally," said Rokt Chief Commercial Officer, Elizabeth Buchanan.

Red Bull Academy Program driver Hamda Al Qubaisi will compete in a car featuring Rokt branding in seven races across three continents. The series includes a total of 15 cars.

"We value our partnership with Rokt and this expansion is a crucial step forward in bringing more female representation into F1 as well as STEM careers," said Red Bull Academy Program Manager, Sarah Harrington. "We look forward to creating a future where women are both on the track and on the podium, and that starts with encouraging, inspiring and educating girls at a younger age."

To celebrate their partnership and commitment to fostering diversity in F1, Rokt and Oracle Red Bull Racing rang the opening bell at the Nasdaq MarketSite in New York City on Tuesday 12 March 2024.

Rokt is an e-commerce technology company that powers billions of global transactions annually for clients including Live Nation, AMC Theatres, PayPal, Uber, Hulu, Staples, Gopuff, Lands' End, and HelloFresh.