Female F1: Why they don't score to drive

LONDON, England -  When Claire Williams was appointed vice-team principal of the Williams Formula 1 team she hoped her promotion and the presence of Susie Wolff as a test driver might open the door to an untapped market.

With women making up 40% 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. Williams, appointed deputy to father Frank in 2013, recalled: "I said (to sponsor-seekers) 'Let's go out there, let's really go hard at female brands'. And not one of them (brands) was interested."