Sabré Cook Announces privé products as Title Partner for 2026 Porsche Carrera Cup North America Season

“Expanded partnership elevates shared mission of performance and empowerment.”    

March 20, 2026 – A continued partnership enters an exciting new chapter as Sabré Cook welcomes privé products as her Title Partner for the 2026 Porsche Carrera Cup North America season.

Building on a successful collaboration last year, the women-owned and women-led haircare brand now steps into the title sponsorship role, reinforcing its commitment to supporting women in high-performance spaces and amplifying its impact within motorsport.

“When I founded privé products,” says privé products Founder and CEO, Shay Hoelscher, “I didn’t just want to create another haircare brand. I wanted to build an engine for good — a company that performs at the highest level while lifting others along the way. Becoming the Title Sponsor of Sabré Cook is not a marketing decision. It is a mission decision. Sabré represents everything privé stands for: performance, precision, resilience, and fearless ambition. She is not only an extraordinary athlete competing at the highest levels of motorsport, but she is a role model for young women who deserve to see themselves in powerful spaces.

This partnership is deeply personal to me. Privé is a women-owned, women-led company built on the belief that business should be an Engine4Good — using our platform to create opportunity, inspire confidence, and shift culture. Sponsoring Sabré Cook is a natural extension of our ethos. It is Beauty is Kindness in action. It is empowerment in motion.

When young girls see a privé-branded Porsche on track, driven by a woman breaking barriers in a male-dominated sport, they are seeing possibility. They are seeing proof that you can build a brand, chase your dream, and compete at the highest level — all at once.

This title sponsorship is more than a logo on a car. It is a statement. We are here to perform. We are here to disrupt. And we are here to open doors for the next generation of women who refuse to be told where they belong.”

At the heart of the brand’s philosophy is its commitment to serving as an engine for good — a catalyst for meaningful progress, innovation, and empowerment. Beyond delivering clean, high-performance haircare, the company is focused on uplifting women, challenging industry norms, and leveraging business as a vehicle for cultural impact. From beauty to motorsports, privé products remains dedicated to fueling confidence, strength, and success wherever performance matters most.

Expressing her enthusiasm for the expanded role of the brand, Cook shared her excitement heading into the new season.

“I am ecstatic to have privé products remaining with me and stepping up as title sponsor for 2026,” said Cook. “Since 2023 we’ve built something truly meaningful together, and to see Shay and the entire team deepen their commitment is incredibly special. This partnership goes far beyond branding. It reflects shared values, elite performance, and a dedication to empowering the next generation. Shay is one of the first female CEOs to make a true, meaningful investment in a female driver at this level, and that matters. privé and Shay understand what it takes to compete and perform at the highest level, and they are willing to back that belief with real support. My hope is that more women in leadership positions and with the resources to do so step forward and invest boldly in women in motorsport. Equal opportunity requires equal backing. I cannot wait to represent privé products at our first race at Sebring and throughout the entire Carrera Cup season.””

As the 2026 campaign begins, the strengthened alliance between Cook and privé products stands as a bold statement that high performance and purpose-driven leadership can share the same track. Cook will debut the newly elevated partnership March 18 through 20 at Sebring International Raceway, marking the start of a season defined by precision, resilience, and purpose.

Fans can follow Sabré Cook’s journey throughout the season via her official social media channels and at PorscheCarreraCup.us. Watch all races live on Peacock, IMSA TV, and IMSA’s YouTube channel.

2026 Porsche Carrera Cup North America Season Schedule

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