During the Formula 1 Miami Grand Prix, Mihaela Gjorcheva of International Slavic University participated in a specialized event organized by F1 Academy and The Female Quotient. The event focused on the role of women in motorsports, marketing, and contemporary brand strategies.

The event was opened by Susie Wolff, Managing Director of F1 Academy, and was followed by an informal networking session. Wolff presented several participants with signed copies of her book and also had the opportunity to speak directly with Mihaela Gjorcheva.

International Slavic University regularly participates in events organized by The Female Quotient.

The event provided valuable insight into the transformation of branding, with a focus on building communities, creating personalized experiences, and actively engaging with fans. Marketing executives from global companies such as Meta and Microsoft highlighted the new opportunities technology provides for understanding audience behavior in real time.

From an academic perspective, Formula 1 offers a relevant example of how global brands are evolving—from mass communication toward cultural connection and continuous audience engagement. The growth of the female audience is also significant, with women now accounting for more than 40% of the fan base.

Partnerships such as the collaboration between Sephora and F1 Academy provide a practical demonstration of the importance of an interactive approach to brand building.