Keywords
Market-Entry, Sports, Marketing Straetgy
Document Type
Abstract
Description or Abstract
Formula 1 (F1) has grown exponentially in popularity with American audiences in the past several years, in large part by deploying modern marketing practices that are reshaping the perspective of motorsport in the U.S. Marketing experts have credited this growth to marketing practices such as the launch of a Netflix docuseries, “Drive to Survive,” which offers a dramatized retelling of the season and grants viewers a behind the scenes glimpse of the sport. As a next step, F1 is funding a major motion picture named for the sport starring Brad Pitt. Despite evidence that these practices have benefitted F1, other sports have struggled to catch on in new markets, including the U.S. To date, there is a lack of research examining the efficacy of these marketing strategies and whether they could be deployed by other sports to similar effect.
In the present research, we review various market entry strategies used in the world of sports and then take a closer look at the recent practices of F1 as a case study. To gain a better sense of how these practices resonate with consumers, we perform a content analysis of online comments and reviews related to the “Drive to Survive” Netflix series, focusing on how viewers across the fandom spectrum react to this form of promotion. Finally, we conduct focus groups with viewers of the 2025 F1 movie to assess their willingness to engage with the sport after viewing the movie. Results will be produced by September, 2025.
Included in
Formula 1 in the United States: A Model for Growing International Sports in U.S.?
Formula 1 (F1) has grown exponentially in popularity with American audiences in the past several years, in large part by deploying modern marketing practices that are reshaping the perspective of motorsport in the U.S. Marketing experts have credited this growth to marketing practices such as the launch of a Netflix docuseries, “Drive to Survive,” which offers a dramatized retelling of the season and grants viewers a behind the scenes glimpse of the sport. As a next step, F1 is funding a major motion picture named for the sport starring Brad Pitt. Despite evidence that these practices have benefitted F1, other sports have struggled to catch on in new markets, including the U.S. To date, there is a lack of research examining the efficacy of these marketing strategies and whether they could be deployed by other sports to similar effect.
In the present research, we review various market entry strategies used in the world of sports and then take a closer look at the recent practices of F1 as a case study. To gain a better sense of how these practices resonate with consumers, we perform a content analysis of online comments and reviews related to the “Drive to Survive” Netflix series, focusing on how viewers across the fandom spectrum react to this form of promotion. Finally, we conduct focus groups with viewers of the 2025 F1 movie to assess their willingness to engage with the sport after viewing the movie. Results will be produced by September, 2025.
Comments
This research is part of an honor's thesis that is currently being completed by Kate Eagan at UNC Wilmington. Some data has been collected already and is in the process of being analyzed. Additional data will be collected through the summer. We will have sufficient data/results on hand in time for the presentation if we are fortunate to have our submission selected.