Beyond the Track: Supporting Female-Led Small Businesses
Graziela Martins and Amal Al Marri go in-depth on American Express’ community-focused initiative at the F1 Academy 2024 season
Last year’s F1 ACADEMY™ season sparked a lot of interest in the MENA region, especially resonating with the local community thanks to Qatar and the UAE playing host to parts of the tournament. With internationally broadcasting races and a Netflix docuseries (poised to launch globally this year) to boot, it’s safe to say that people are more than just interested in the women-only racing series. And while F1 ACADEMY™ began as an effort to uplift female athletes and increase their participation in the sport, it has now become a platform for spotlighting other initiatives.
During the 2024 season, American Express teamed up with all-female racing series F1 ACADEMY™, placing small woman-owned business owners in the driver’s seat. In the MENA region, two businesses including SALT in the UAE got the opportunity to engage through this partnership and showcase the power of their brands in both the UAE and Qatar during the race weeks. Graziela Martins, Vice-President Merchant Business at American Express Middle East, and Amal Al Marri, owner of SALT, go in-depth on American Express’ community-focused initiative at the F1 Academy 2024 season.
Graziela Martins shares her thoughts with Harper’s Bazaar Arabia. “American Express has a long history of championing small and local businesses and more than 15 years ago, it introduced the ‘Small Business Saturday’ campaign in the US to help bring more business to small businesses everywhere. Over the years, the Shop Small campaign has expanded to be a year-round movement that supports small businesses across the globe,” she explains.
Tell us more about F1 ACADEMY™, and more broadly, how does AMEX support small businesses?
Graziela Martins: Recently, American Express has teamed up with the all-female racing series; F1 ACADEMY™ in a collaboration dedicated to powerfully backing women in sport and business. Created in 2022, the mission of F1 ACADEMY™ is to drive lasting change in motorsport, by increasing female participation both on and off the track. This purpose-driven collaboration between American Express and F1 ACADEMY™ includes a custom livery featuring American Express and Shop Small branding, as well as the logo of a local small business from each race city.
Supporting individuals and communities is important to Amex and through this collaboration, we are dedicated to creating equal opportunities for women, on and off the track, while supporting small businesses, which are a vital part of our communities.
How does supporting small businesses align with American Express’ broader mission and values?
Graziela Martins: At American Express we share a common mission with small businesses to provide the best customer experience every day. We both value strong customer relationships and are fully committed to backing our customers.
Small businesses are the backbone of their communities, and by supporting them we make an impact by strengthening our connections and helping to preserve what makes these businesses and their community so special.
What impact do you hope this partnership with F1 ACADEMY™ will have on the small businesses involved?
Graziela Martins: The F1 ACADEMY™ partnership is focused on supporting female talent in motorsport, while also supporting small businesses. The small businesses involved in this initiative are a great example of how female entrepreneurs have taken the driver’s seat by creating their own business and making a difference in their local community. We believe that giving them a platform to tell their story and promote their brand in new channels will help set them on the path for even further success.
What message would you like to convey to American Express Card Members about supporting small businesses?
Graziela Martins: Small businesses bring positive change and are the core of every neighbourhood. By supporting small and local businesses, we support the dreams of entrepreneurs and help preserve the uniqueness of local communities.
To Amal Al Marri, owner and co-founder of SALT, the impact of this opportunity meant a great deal, and she went on to say, “It helps us gain additional exposure that we wouldn’t necessarily have anywhere else and helps us to attract new customers in places we might not have been seen before, thanks to the global reach and support of American Express.”
As a local small business, how do events like the F1 ACADEMY™ race help the community?
Amal Al Marri: These events also create an amazing energy that celebrates woman talent and brings people together through food, experiences, and shared values. This event specifically has been incredible because it lets us support a movement that highlights determination, especially for women in sports. It’s a reminder that small businesses and local communities can make a huge difference in supporting these incredible stories.
What does it mean to you, as the founder, to see women thriving in leadership roles and representing businesses?
Amal Al Marri: Honestly, it’s amazing to see women take the lead and thrive in these spaces. As a business owner, it’s a reminder of why we do what we do—embracing opportunities, showing what is possible and creating opportunities for others to excel. Having my business represented by a talented woman at such a global level is incredibly exciting.
What do you hope the community at the F1 ACADEMY™ race will remember about SALT?
Amal Al Marri: I hope they remember SALT not just as a brand but as a reflection of the stories we aim to tell—stories of inspiration, and community. SALT stands for more than just food, it’s about celebrating people and their achievements.
How has your passion for food and entrepreneurship led you to this moment?
Amal Al Marri: For me, it’s always been about more than just food, it’s about how it makes people feel and how it helps brings people together. That’s what started SALT from a trailer at Kite Beach (Dubai) 10 years ago, and that same energy has fuelled everything since. This moment feels like a continuation of that story.
What has been your recipe for success?
Amal Al Marri: It’s simple, stay authentic, keep evolving, and always learn from the people around you. Whether it’s the food we serve, the experiences we create, or the partnerships we form, everything we do is rooted in authenticity. We stay curious and learn from our community, responding to their needs, and pushing ourselves to grow.
Our supportive community is honestly what has made SALT what it is today.
What message would you like to send through this platform and collaboration to all the young girls reading this and witnessing this collaboration?
Amal Al Marri: Dream big and trust your own light. Everyone has a story that makes them unique, and that’s what makes you shine. For the fifth year, in 2025 we’ll be hosting our SALT camp in Dubai which is our annual pop-up at Museum of the Future. This year at SALT Camp, we’re celebrating exactly those journeys, reminding everyone that no matter where life takes you, you’re the star of your own story. I would tell all the young girls, don’t be afraid to take the first step and surround yourself with people who support you, and you will go far.