Aston Martin Aramco Formula One Team has announced five content creators as winners of its Creator Collective program, marking an expansion of its TikTok partnership that began in 2021. 

The winners – Alicia Hullott, Chelsea Tucker, Rheanna Mazzaschi, Catherine Bruce, and Ella Welch – specialize in diverse content areas ranging from mathematics to food content.

The selection process evaluated creators on their originality and narrative approach, with competition submissions generating over 40 million views across TikTok. Winners will receive mentorship from Aston Martin Aramco’s in-house creative team throughout 2025.

Access and Development Opportunities

According to TikTok’s announcement, the program grants creators access to exclusive F1 events, starting with the team’s pre-season photoshoot and the F175 event in February 2025. Winners will create content offering fan perspectives on major motorsport calendar moments.

Rob Bloom, Chief Marketing Officer at Aston Martin Aramco Formula One Team, highlighted the initiative’s focus on new talent engagement and innovative audience connection methods. Each creator brings “unique perspective and creative flair” to telling the team’s story throughout the 2025 season.

Industry Partnership Goals

The collaboration aims to strengthen Aston Martin’s connection with younger audiences on TikTok. Abbie Raybould, UK Sport Partnerships Manager at TikTok, described the program as offering “unparalleled experience in the F1 industry” while promoting creator empowerment and diversity in motorsport.

Winner Rheanna Mazzaschi noted the program’s emphasis on diverse storytelling approaches: “The market of content creation can be saturated. But the amazing thing about all of us in the Creator Collective is that we have a different and unique perspective to offer and we’re all telling stories in different ways.”

The initiative represents Aston Martin Aramco’s latest step in expanding its digital presence since establishing its official TikTok partnership in 2021. The team focuses on providing creator access while engaging newer, younger audiences on the platform.

Other sports enterprises, such as the NFL, have also recognized the growing potential and importance of the creator economy.

“We knew that we had to build an influencer program that was less centered on some of the traditional celebrities and more focused on the influencers and creators who had the social media currency, the ones who are driving culture with the youth,” Ian Trombetta, the NFL’s SVP of Social, Influencer/Creator & Content Marketing, recently told Net Influencer.

“Social media and creators are often the conduits to do that with younger fans,” Ian said, adding that some of the NFL’s top-performing posts ever involve creators and influencers.