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World-renowned racing driver Tatiana Calderón is set to headline a keynote panel at the SBC Summit Latinoamérica. Speaking to an audience of sports betting and iGaming industry professionals, she will explore how data-driven partnerships between brands and female racing drivers are reshaping the competitive landscape of motorsports.
The panel, titled ‘Driving Brand Success With AI: High-Speed Partnerships that Move the Needle,’ will be part of the ‘Leaders’ track on the first core day of the event, scheduled for October 29-31 at the Seminole Hard Rock Hotel & Casino, Miami.
Joining Calderón on the keynote panel will be Alvaro Melendez (Co-founder & CEO, CRANT) and Lina Silva (CEO, WANDR Studio). Together, they will delve into the role of AI in brand collaborations, examining its influence on brand analytics, fan engagement, and sponsorship strategies. They will also provide valuable insights on maximizing the impact of these partnerships for brand growth.
Reflecting on her upcoming appearance, Calderón shared, “For too long, motorsports have been viewed as a male-dominated arena, and for female drivers like myself, securing key sponsorship deals is crucial for challenging this perception.
“I’m thrilled to be part of a panel focused on elevating the visibility of female drivers, especially through the lens of such a transformative technology as artificial intelligence. I also look forward to inspiring delegates to pursue such partnerships and discussing with my co-panelists how AI can be used to increase brand engagement.”
Hailing from Bogotá, Colombia, Calderón’s love for driving took root when she was just nine years old. Her older sister and future manager, Paula, introduced her to the world of racing, starting with go-karts at a rental track near their home. Though her parents were initially hesitant, they eventually gifted her a red go-kart at age 10, while her father shared his knowledge of racing mechanics, which sparked her ambition to race professionally.
In 2005, at just 12 years old, Calderón became the first woman to win a Colombian National Karting title in the EasyKart Nationals Junior class. She followed this achievement by becoming the first female to win a national karting championship in the USA, winning the Snap-On Stars of Karting East Division Championship in the JICA category.
At 14, Calderón transitioned to cars and Formula racing, becoming a national champion with her sister Paula in Colombia in 2009. She continued racing in the US in the Star Mazda Championship with Juncos Racing, finishing tenth in her first season and improving to sixth in her second season, during which she also won the Colombian Rotax Championship.
Calderón continued racing through the ranks, often becoming the first female competitor in many of the championships she entered. She stood on the podium in both the British Formula 3 and the World Series by Renault, becoming the only woman in history to do so in these championships.
To date, she remains the only woman to have competed in the FIA Formula 2, the stepping stone to Formula 2. Additionally, she became the first Latin American female racer to drive an F1 car, serving as a test driver for the Alfa Romeo Racing F1 Team for four years.
She has competed internationally across most continents, becoming the first female to race a full championship in the Japanese Super Formula. After A 13-year absence of female drivers, Calderón joined Indycar in 2022.
She has raced twice in the legendary 24 hours of Le Mans, finishing 9th in her first participation with the Richard Mille Racing Team in an all-female lineup. In 2020, she competed in the European Le Mans Series, and in 2021, the World Endurance Championship. She has also competed twice in the 24 hours of Daytona and is racing this year in the IMSA WeatherTech Championship in the United States, driving an Honda NSX GT3 Evo22.
Rasmus Sojmark, CEO & Founder of SBC, remarked, “We are truly honoured to have such an inspirational figure at the upcoming SBC Summit Latinoamérica.
“Throughout her career, Tatiana has demonstrated that passion, determination, and not being constrained by the status quo are essential ingredients for success—lessons that many in our industry can benefit from. I’m excited to learn more about her remarkable journey.”
