Abstract

As media has evolved, many teams across a variety of sports have changed their marketing strategies to remain relevant in popular culture. This study analyzes the marketing strategies of two Formula 1 (F1) teams, Ferrari and Red Bull, to show that, despite not placing first in a championship since 2008, Ferrari still maintains importance and power in the sport. The literature review provides a background on the sport of F1 and sports media, including trends in sponsorship deals and media campaigns. The analysis was conducted in two parts, looking into the social media of each team alongside the marketing used during the races themselves. The social media of both teams were analyzed for how directly they centered the team’s performance in the races and the presence of non-race related media. The case study consisted of three races from the 2023 season and was conducted to showcase the way the teams showcased their sponsors on race day. The conclusion of this analysis was that while Red Bull produces more diverse content on social media, Ferrari still has the largest sponsorship deals in F1. This finding highlights the critical role of pedigree in F1 as Ferrari is not actively advertising their sponsors in media campaigns or winning championships. Future research should conduct more detailed economic analysis into how a team’s racing success affects the sponsorships they are offered and how emerging teams can keep up with established teams in the sport.

Advisor

Nikoi, Nii

Department

Global Media and Digital Studies

Disciplines

Digital Humanities | Marketing | Public Relations and Advertising | Sales and Merchandising | Social Media | Sports Studies

Keywords

Case Study, Formula 1, Sports Marketing, Scuderia Ferrari, Oracle Red Bull Racing, Sponsorship, Social Media, Advertising

Publication Date

2024

Degree Granted

Bachelor of Arts

Document Type

Senior Independent Study Thesis

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