Pioneering racer, Tatiana Calderon chooses Horizm to drive digital success

Pioneering racer, Tatiana Calderon chooses Horizm to drive digital success


Trailblazing female motor racer, Tatiana Calderon has signed an agreement with digital inventory specialists Horizm, to help her drive the growth and commercial success of her digital channels.

Calderon, a Colombian native, made history in January when she became the first female driver to be signed by legendary, four times Indianapolis 500 winner, AJ Foyt’s IndyCar team. Prior to joining IndyCar, Calderon was a test driver in Formula 1 for Sauber (later Alfa Romeo) and was part of an all-female team, driving for Richard Mille in the FIA World Endurance Championship, which includes the iconic Le Mans 24hrs race.

Through her achievements behind the wheel, Calderon has established herself as a role-model for women in motorsport, a responsibility she has been keen to embrace through her work as an ambassador for the FIA’s Women in Motorsport Commission. 

On signing the agreement, Tatiana Calderon commented:

I am excited to sign on with Horizm. In racing, it is important to embrace new technologies that can improve performance and this new deal will give me an extra edge with my digital media, something that allows me to connect with fans and share my story on this amazing journey I am living in motorsport.“  

Calderon joins fellow pioneering female racer, Ana Carrasco in choosing to work with Horizm. In 2018, Carrasco became the first woman to win a World Championship in solo motorcycle road racing and earlier this year she signed to race in the MotoGP World Championship, Moto3 Class. Both drivers get access to Horizm’s AI-powered platform which provides real-time insights into their digital performance and the true market value of the digital content across their different channels. Through this intelligence and tools like Horizm Marketplace, which connects brands with digital sports inventory, Calderon and Carrasco are able to improve the performance of their content and create new digital revenues.

Commenting on new agreement, Horizm CEO, Pedro Mestriner said:

I am immensely proud that we can support two women who are such strong role models; women who are pioneers in both their sports and in their attitude towards digital innovation. Through their social channels they can engage with and inspire the next generation of drivers and together, using AI, we can ensure their digital performance matches their success on the track.

Calderon joins a roster of clients at Horizm that includes leading athletes in golf, football and basketball and rights holders ranging from Real Madrid and Chelsea to Volleyball World and The Australian Open. Horizm works with over 270 sports properties globally, managing over $1.5bn of digital inventory.


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About Horizm

Horizm is the future of digital revenue in sport.

Founded in 2019, the company was born with the goal of being the number one digital asset platform for the global sports and entertainment industries; to revolutionize the way rights holders and brands operate in our new digital era and fully support them across their digital asset lifecycles.

Through their proprietary Marketplace, Horizm connects brands interested in reaching sports fans with rightsholders looking for ways to monetize their digital content. Horizm Marketplace aggregates over $1.5bn of digital inventory, offering brands a convenient and effective route to target customers through the highly engaged medium of sports content.

This inventory is accessed through contracted agreements which see Horizm leverage artificial intelligence to provide sports and entertainment with the complete toolkit needed to value, benchmark and monetize their digital media. Predicated on a more rigorous, more holistic approach to managing and selling digital inventory, one that is routed in understanding true market price, Horizm’s platform also enables rights holders, agencies and talent to drive more value for their partners and create new revenue streams from existing inventory.

Horizm is the chosen digital solution for leading football clubs such as Arsenal, Borussia Dortmund, Chelsea, Everton, Real Madrid, Juventus, Olympique Lyonnais, Benfica, Flamengo and Wolverhampton Wanderers along with the Portuguese Football Federation and other elite sports organisations such as Saracens, Cricket West Indies, Delhi Capitals, the FIVB, the FIH and the Australian Open.