Pilar Medina Berman: “Women in Motorsports is only going to grow”

Meet Pilar, who works in motorsport marketing at PUMA. She’s originally from Spain and has a master’s degree in sports management and communication relations. After finishing her studies, she started out in the music industry, but over time, she realized that her heart was really in sports. That’s when she decided to make a change and follow that passion. Now, she’s based in Germany, working at PUMA, and has been part of the sports world for the past two years. She says it’s been an incredible journey so far, doing something she truly enjoys every day.

“I chose PUMA because it has always been a part of the motorsport world,” Pilar tells Females in Motorsport. “I coordinate with influencers, and it’s my responsibility to bring the right people on board.”

Working with talented people from all over the world is something she enjoys. She loves being part of creative campaigns and seeing them come to life. But, she also admits, it’s not always easy; the world of sports marketing is fast-paced, and competition is tough, with brands constantly evolving and merging.

“There’s always cut-throat competition in any industry,” she says. “But I make sure everyone I work with feels like they’re part of the PUMA family. 

“I always give them a chance to share their thoughts, what they like, what they don’t, what they’d do differently, and what they’d like to see in our next activation.

“The main goal for me is to build loyalty with our influencers. When they reach out to me for advice, even after being approached by a competitor, that’s when I know they truly value and trust our partnership.”

Over the years, she’s seen how influencer marketing has completely transformed. Influencers are now a key part of almost every campaign, helping brands connect with fans in a more engaging way.

With marketing and motorsport constantly evolving, we believe this growth won’t be slowing down anytime soon. There is always something to look forward to every year.

“I’m betting on the rise of female creators,” she says. “It’s incredible to see how many women are already growing in this space, and I think this rise is only going to continue.”

She remembers how, just a few years ago, women were barely visible in the paddock or even behind the scenes.

“Now the narrative has changed completely,” she says. “You see women managing campaigns, designing creative content, being brand ambassadors, or even racing themselves. It’s such an exciting shift.”

At PUMA, Pilar says they make a conscious effort to support and collaborate with female creators. 

“We love working with women and encouraging them to enter sports,” she says. “Representation matters. When young girls see women succeeding in these spaces, it gives them the confidence to dream bigger.

"From F1 Academy to Superbikes, it’s amazing to see how women are making their mark. We truly deserve this space, and it’s just the beginning.”

With more opportunities opening up, more brands stepping forward to support diversity, and more women believing in their potential, we hope this wave of progress only grows stronger each year, bringing in a more inclusive, balanced, and empowering future for everyone in motorsport.