Drivers to divas: advertising images of women in motorsport

Abstract

This study presents an analysis of the evolution of advertising's portrayal of women in motorsport. The construct of source credibility is examined and used as a framework to better understand the limitations and opportunities of female athlete endorsers in general and female racing car drivers in particular. The advertising images of pioneer drivers Janet Guthrie, Lyn St. James and Sarah Fisher are discussed and compared to that of Danica Patrick, a media star in the Indy Racing League (IRL). Patrick has been successful in capitalising on her expertise and attractiveness to enhance her image and endorse products. Attitudes towards using sex appeal to sell products are presented and discussed.

Citation

Ross, S.R., Ridinger, L.L. and Cuneen, J. (2009), "Drivers to divas: advertising images of women in motorsport", International Journal of Sports Marketing and Sponsorship, Vol. 10 No. 3, pp. 7-17. https://doi.org/10.1108/IJSMS-10-03-2009-B003