When Claire Williams was appointed vice-principal of the Williams Formula One team, she hoped her promotion and the presence of Susie Wolff as test driver might open the door to an untapped market. With women making up some 40 percent of the audience, it seemed a good time to approach brands more interested in female consumers than the average petrolhead. The response was hardly deafening: 'I said [to the Williams sponsorship people] ‘Let's go out there, let's really go hard at female brands'. And not one of them [brands] was interested,' Williams, who was appointed deputy to father Frank in 2013, told Reuters. It has now been 40 years since the sole occasion where a woman finished...
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