Tessa, 24, Entrepreneur and Project Manager in Motorsport: Turning
Passion into Drive
From her internship at BMW to managing partnerships for Puma Motorsport and the WRC, Tessa shares her inspiring journey, the challenges of being a woman in a demanding industry, and her mission to inspire the next generation.
Can you introduce yourself and your work in motorsport?
I’m Tessa, I’m 24 years old and I work as a self-employed freelancer in motorsport.
I currently collaborate with Puma Motorsport as a Project Manager, managing partnerships and events across multiple teams, and with the World Rally Championship, where I oversee selected projects and partner activations. With Puma Motorsport, I have worked with Formula 1 teams such as Ferrari, Mercedes, Porsche, BMW, and Sauber. My focus is on project coordination, stakeholder management, event branding, and building strong relationships that deliver exceptional experiences for both partners and fans. I work across multiple racing series and events, so every project is different and brings its own challenges and opportunities.
What initially drew you to the world of motorsport?
I’ve been passionate about sports since I was very young. I loved playing anything I could and watching sports as much as possible. I grew up in an area where handball was very popular, so I learned early on about the feeling of sport and how it brings communities together. I wanted to work in an environment where I could bring that same excitement and togetherness to other people. Motorsport caught my attention because it was exciting, fast-paced, and completely new to me.
How did you begin your journey in this exciting environment?
I started looking for jobs in sponsorship, specifically in motorsport. After my master’s, I couldn’t find a sponsorship role right away, so I began with an internship at BMW. That led me to networking my way into my current freelance role with Puma Motorsport, which then led to working with the World Rally Championship. It all came down to building strong connections and staying persistent.
As a woman, have you encountered specific challenges or, conversely, particular opportunities in this traditionally male-dominated industry?
Yes, there have been challenges. As a young woman working in motorsport events, I am sometimes mistaken for an influencer or asked if I am someone’s plus one. I address it by staying confident, showing my professionalism, and letting my work speak for itself. Once people see the role I play, the respect usually follows.
What does a typical day or week look like in your role? Could you give us an overview of your main responsibilities and activities?
It depends on which company I am working for that day.
I coordinate between different parties — this can include partners, sponsors, event organizers, and influencers.
I spend a lot of time in meetings, both with external partners and internal project teams, making sure every detail is aligned. I’ve organized partner days, coordinated WRC’s presence at Goodwood,managed Puma’s event with the Ferrari Academy, organized a Puma x Porsche Motorsport event in Leipzig where influencers drove multiple Porsches on track, and managed Puma’s presence for BMW, Porsche, and Ferrari at Le Mans.
In your opinion, what are the most essential skills required to succeed and thrive in your field within motorsport?
You need strong communication skills, organizational ability, adaptability, and resilience. Motorsport is fast-paced, so you have to be able to think on your feet and manage multiple priorities. Relationship-building is key because so much depends on connections and trust. Being able to work under pressure while staying calm is essential.
Motorsport is a high-pressure environment. How do you manage the stress and inherent challenges of your role, especially during crucial moments like races or project launches?
I also make sure to schedule breaks for myself because I’m very driven and want to do my best, so I have to consciously take moments to rest and recharge.
What advice would you give to a young woman or anyone aspiring to build a career in motorsport today?
Just start. Go to races, talk to people, get yourself into the space. Motorsport is very relationship-driven, so start building your network early. Message people on LinkedIn, connect with women in motorsport, and don’t be afraid to ask for help — most people are happy to give advice or share opportunities.
What is the most memorable moment or the greatest source of pride you’ve experienced so far in your career?
Organizing Le Mans with Puma is definitely a highlight. I managed 10 kols across three different teams — Ferrari, BMW, and Porsche — which was incredibly complex to plan.
Seeing everyone happy, engaged with the brands, and sharing their positive experiences made it all worth it. Another special moment was my first event ever, with the Ferrari Academy drivers Oliver Bearman, Aurelia, Dino, and Maya. It was a small event in an outlet store, but it was the first time I felt I had really reached the place I wanted to be in my career.
Team spirit is paramount in motorsport. How do collaboration and communication function within your team or organization, and what is your role in that dynamic?
For my partners, I’m often the connection point. For Puma, I bring everyone together, funnel ideas, and manage projects from start to finish. For WRC, if I’m responsible for a project, I’m the main point of contact for everyone involved. I keep communication flowing and make sure everyone knows exactly what needs to be done.
What drives and motivates you to continue evolving in such a demanding and competitive environment as motorsport?
I like the challenge, and I’m very curious by nature. I enjoy working on multiple things at once and seeing different aspects of motorsport. I’m always looking to learn more, and this year alone I’ve attended four of the five main FIA championships, which has helped me connect the dots between series. I also want to be an example for other women - to show it’s possible not only to work in motorsport but to be self-employed and succeed in it.
Have you had mentors or inspiring figures who have marked your path? And on your side, do you aspire to mentor young talents?
I haven’t really had mentors so far, but I’m looking for one. I would love to mentor younger people as well. Even though I’m still early in my career, I think sharing my experience could help others who want to get into motorsport.
How would you describe the evolution of your own role or your specific area within motorsport since you started?
I have taken on a lot more responsibility since i started. At first, I was only responsible for certain events, but now I manage sponsorship activations from the marketing side for example for PUMA X BMW. This allows me to plan more strategically and think long-term about how the partnerships will develop.
If you could change one thing in motorsport to make it even better, what would it be and why?
I would create more networking events specifically for women that are easier to access. Right now, many networking opportunities happen at races and are hard to get into unless you’re already established. I’d like to see spaces where women can connect without huge costs or complicated access requirements.