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On March 18, Rokt and the Red Bull Racing Academy Programme rang the opening bell at Nasdaq’s MarketSite in Times Square to celebrate Women’s History Month—marking the third year of this milestone moment. The event highlighted a shared commitment to accelerating progress for the next generation of racing talent.

The moment created an opportunity to reflect on the importance of visibility, access, and support for women across sport, technology, and leadership. The bell was rung by Elizabeth Buchanan, Rokt Chief Commercial Officer, alongside Alisha Palmowski, Red Bull Racing Academy Programme Driver reinforcing a shared belief: when women are given access and opportunity, they succeed and help build a better future for all.

That belief is at the core of Rokt’s partnership with the Red Bull Racing Academy Programme. As a Team Partner of the Red Bull Racing Academy Programme car for the 2026 season of F1 Academy, Rokt is helping champion women in motorsport and foster greater gender diversity on and off the track. This commitment extends beyond racing—supporting greater access, representation, and opportunity for women across industries, from technology to leadership.

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Ringing the bell this morning at the Nasdaq was such an honor.

It's like a marquee moment, but to be able to share that with Alisha from Red Bull Racing, it was a real privilege.

It's such a great confidence booster for me, you know, to have a global brand put their trust and belief within what I'm doing. It just feels like I truly do belong here.

I'd like people to just feel empowered, young females in particular, and just realize how many opportunities there are within both of these industries.

Part of the reason we got involved with F1 Academy is because of how it brings together businesses like ours in technology with women in sport—not just bringing more women into the sport, but also into the engineering and technology behind it.

I hope young females feel empowered and inspired by seeing the level of female representation at Nasdaq today. Hopefully, it helps them realize there’s no reason they can’t succeed in these industries.

It’s so important to show young girls and women everywhere that you can not just be in the room—you can drive through that door and own the room.

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As a Red Bull Racing Academy Programme Driver, Alisha Palmowski represents that progress. Her presence at Nasdaq reflects both her own momentum and the growing impact of initiatives designed to create clearer pathways into high-performance environments.

The bell ringing marked more than a milestone moment. It’s part of a broader effort to open doors, invest in emerging talent, and unlock more opportunity in every moment.

Learn more about our partnership.

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