W Series Racing Championship Business Model Provides New Opportunities For Female Racers

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Catherine Bond Muir, CEO of the W Series, is changing the perception of what it means to be a female race car driver. New partnerships and broadcast deals procure the future of the racing championship series.

Bond Muir started her career as a solicitor focusing on sports before pivoting into corporate finance and investment. As a banker, she worked on mergers and acquisitions and IPOs in sports and leisure businesses. At the age of 45, she went on work hiatus to give birth to her first and only child. Two years later, she decided it was time to start working again; however, Bond Muir wasn’t quite sure what she wanted to do.

“He [Coulthard] was pivotal in introducing us to the people who were key in setting up the business to begin with,” Bond Muir smiles. “I understood the structures of the sport, but it has taken a very large village to set up W Series, and I am a small cog in a very big wheel. Most of the other cogs in that wheel know a lot about motorsport.”

at Lausitzring on April 16, 2019 in Hoyerswerda, Germany. W Series aims to give female drivers an opportunity in motorsport that hasn’t been available to them before. The first race of the series, which encompasses six rounds on the DTM support programme, is at the Hockenheimring on May 3rd and 4th. “I never did a full season in a professional series until W Series actually came along and gave me that opportunity,” Cook states.

 

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