SBC Summit Latin America: Motorsports star Tatiana Calderón to offer a keynote

The panel, titled Driving Brand Success with AI: High-Velocity Partnerships That Move the Needle, will be part of the Leaders session during the main first day of the event, scheduled for October 29-31 at the Seminole Hard Rock Hotel & Casino, Miami.

Joining Calderón on the main panel will be AI innovator Álvaro Meléndez (Co-Founder of Crant AI) and Product Strategy expert Lina Silva (CEO of WANDR). 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 insight into how to maximise the impact of these partnerships for brand growth.

Reflecting on her upcoming appearance, Calderón shared: “For too long, motorsport has been seen as a male-dominated arena, and for female drivers like myself, securing key sponsorship deals is crucial to challenging this perception.”

She added: “I am 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 seek out these types of partnerships and discussing with my fellow panellists how AI can be used to increase brand engagement.”

Calderon, originally from Bogotá, Colombia, has been a fan of racing since she was just nine years old. Her older sister and future manager, Paula, introduced her to the world of racing, starting out with go-karts at a rental track near their home. Although her parents were hesitant at first, they eventually gifted her a red kart at age 10, while her father shared his knowledge of racing mechanics, sparking her ambition to compete 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 category. This achievement was followed by becoming the first woman to win a national karting championship in the United States, by winning the Snap-On Stars of Karting East Division championship in the JICA category.

At age 14, Calderón made the transition to Formula cars and racing, becoming national champion with her sister Paula in Colombia in 2009. She continued to compete in the United States, in the Star Mazda Championship with Juncos Racing, finishing tenth in her first season and improving to sixth place in her second season, during which she also won the Colombian Rotax Championship.

Calderón continued to compete in the higher categories, often becoming the first female competitor in many of the championships she entered. She stood on the podium in both British Formula 3 and the Renault World Series, becoming the only woman in history to do so in these championships.

To date, she remains the only woman to have competed in FIA Formula 2, the stepping stone to Formula 2. In addition, she became the first Latin American racer to drive an F1 car, working as a test driver for the Alfa Romeo Racing F1 team for four years.

She has also competed internationally on most continents, becoming the first woman to compete in a full championship in Japanese Super Formula. After a 13-year absence of female drivers, Calderón joined Indycar in 2022.

She has also competed twice at the legendary 24 Hours of Le Mans, finishing ninth in her first outing with the Richard Mille Racing team in an all-female line-up. In 2020, she competed in the European Le Mans Series and, in 2021, in the World Endurance Championship. She has also competed twice at the Daytona 24 Hours and is competing in the IMSA WeatherTech Championship in the United States this year, driving a Honda NSX GT3 Evo22.

On the announcement, Rasmus Sojmark, CEO and founder of SBC, commented: “We are truly honoured to have such an inspirational figure at the upcoming edition of SBC Summit Latin America. Throughout her career, Tatiana has shown that passion, determination and not being limited by the status quo are essential ingredients for success – lessons that many in our industry can benefit from. I am excited to learn more about your extraordinary journey.”

Tatiana Calderón at SBC Summit Latin America

For press inquiries (Tatiana Calderon), please contact:
Guillermo Romero (Wandr Studio) guillermo.romero@wandr.studio
Paula Calderon (Tatiana Calderon Mgmt.) paulacalderon@tatianacalderon.com