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This paper explains how the location of motorsports events is an integral part of the marketing of the sport of motor racing and of all its attendant commercial interests. Case studies of the major motorsports events staged in public street circuits in Australia are used to illustrate how the locations have particular symbolic significance that adds legitimacy to the sport of motor racing, and the messages and impacts associated with these events. The paper examines the wider significance of allowing special public spaces in cities to be used for motorsports events, and contends that the marketing of sporting events should not be considered independently of the major challenges facing the world.

This paper discusses motorsport from the viewpoint of environmental sustainability amid growing concerns about the impact of human activity on the environment. It reviews the literature that positions motorsport in a global environmental context and explores the often used but rarely defined concept of sustainability. The author suggests that while motorsport is a significant sporting activity for economic and social reasons, there are considerable doubts as to whether it is currently managed and marketed in an environmentally sustainable way.

The literature on interfirm networks devotes scant attention to the ways collaborating firms combine and integrate the knowledge they share and to the subsequent learning outcomes. This study aims to investigate how motorsport companies use network ties to share and recombine knowledge and the learning that occurs both at the organizational and dyadic network levels.

The paper adopts a qualitative and inductive approach with the aim of developing theory from an in‐depth examination of the dyadic ties between motorsport companies and the way they share and recombine knowledge.

The research shows that motorsport companies having substantial competences at managing knowledge flows do so by getting advantage of bridging ties. While bridging ties allow motorsport companies to reach distant and diverse sources of knowledge, their strengthening and the formation of relational capital facilitate the mediation and overlapping of that knowledge.

The analysis rests on a qualitative account in a single industry and does not take into account different types of inter‐firm networks (e.g. alliances; constellations; consortia etc.) and governance structures. Cross‐industry analyses may provide a more fine‐grained picture of the practices used to recombine knowledge and the ideal composition of inter‐firm ties.

This study provides some interesting implications for scholars and managers concerned with the management of innovation activities at the interfirm level. From a managerial point of view, the recognition of the different roles played by network spanning connections is particularly salient and raises issues concerning the effective design and management of interfirm ties.

Although much of the literature emphasizes the role of bridging ties in connecting to diverse pools of knowledge, this paper goes one step further and investigates in more depth how firms gather and combine distant and heterogeneous sources of knowledge through the use of strengthened bridging ties and a micro‐context conducive to high quality relationships.

In 1992 Joe Jackson, former manager of DuPont Motorsports for twelve years, was angling to get the paint business at Rick Hendrick's sixty-five automotive dealerships across the United States. In order to win the Hendrick car dealership paint contract, Jackson and Hendrick met to discuss the possibility of sponsoring Hendrick's new team and rookie NASCAR driver—Jeff Gordon. As a result of that meeting, DuPont signed on to be the primary sponsor. By 2006 Gordon was a NASCAR superstar, and the DuPont logo—viewed by millions—was a household brand. While this level of exposure was exciting for the company, executives at DuPont could not help but wonder if they were fully leveraging this tremendous marketing opportunity. Gordon was on fire—but was DuPont maximizing the heat? The DuPont-NASCAR case tasks students and executives with designing a creative marketing campaign to activate the NASCAR sponsorship opportunity and maximize value beyond conventional sponsorship marketing. This open-ended challenge encourages students and executives to think outside of the traditional marketing tactics typically employed by business-to-consumer (B2C) NASCAR sponsors. Additionally, the nature of DuPont creates the need to develop a multi-dimensional plan that caters to a breadth of brands. Beyond designing a new marketing campaign, a key objective of the case is to focus students and executives on designing metrics for measurement of the return on investment (ROI) into a campaign plan. As a first step, it is important to clearly articulate the campaign, business strategy, and key business objectives mapped to the strategy.

Students and executives learn how to design a marketing campaign for measurement. Specifically, they are tasked with designing a new marketing campaign for DuPont to activate the DuPont/NASCAR relationship. Students and executives must define metrics for measurement and learn to use a balanced score card approach. Since the DuPont sponsorship of Hendrick Motorsports is a brand campaign built to reach the DuPont business-to-business (B2B) customer, both non-financial and financial metrics are used. The key to success is to have a clearly defined sponsorship marketing strategy and business objectives. The case teaches students and executives how to define key metrics and articulate a methodology for campaign measurement pre and post to quantify the return on investment (ROI).

The purpose of this paper is to provide meaningful information to sport organizations that have just recently started hosting sporting events in a new market and want to build long-term relationships with that market’s consumers.

Using self-administered questionnaires, the study surveys 463 spectators who attended the 2012 Formula One Korean Grand Prix.

Prior affect and existing sensory cues are crucial for spectators’ consumption behavior. Spectators’ prior event attendance plays a significant role on perceiving sensory stimuli as well as on consequent outcomes. This study also finds arousal significantly affected by seeing and hearing and prior affect. Arousal mediates the effects of these sensory stimuli and prior affect on satisfaction and revisit intention.

This study expands the knowledge on spectators’ experience at live sporting events. In addition, more dimensions of the mechanisms that are at work between cognitive elements and sensory stimuli are added to the existing knowledge of sport spectators’ behavior.

This study measures the effect of each of the five senses on arousal, satisfaction and intention to revisit a live racing event. Spectators' arousal was significantly influenced by sights, sounds and smells. Spectators' sense of smell, taste, and touch directly impacted satisfaction. Interestingly, olfactory stimuli had an effect on both arousal and satisfaction. Spectators' arousal had a significant indirect effect on their revisit intention. The study proposes that motorsports marketers make use of olfactory stimuli to provide racing spectators with memorable experiences.

Combining sport event tourism and experience economy has led to an experience-based explanation of sport tourists' behavior and the creation of experiencescapes. This study aims to analyze the interdependence of perceived experiences and revisit intention across three events.

Using a survey, data (n = 986) were collected from spectators at the ice hockey world championships, the table tennis world championships and motorsport events (e.g. German-touring car championship). Entertainment, esthetics, escapism and education served as dimensions defining the experience at sport events and their association with revisit intention. The models were tested using confirmatory factor analyses and structural equation modeling.

The four dimensions of experience were confirmed. Yet, they differ across the three sport events. For instance, whereas entertainment loaded highest on experience for all events, education had the second-highest factor loading for the table tennis event and esthetics for the ice hockey and motorsports events.

Sport event marketers must understand spectators' experiences and the influence on post-consumption behavior. For motorsports, the promotional material should emphasize the esthetics of an experience, for ice hockey the entertainment, and for table tennis education is at the core of the experience.

This study employed the four realms of experience to a sport event setting, which is new. The results suggested that the three sport events provide distinct experiencescapes for the spectators.

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.

The purpose of this paper is to demonstrate how companies activate their sponsorship of Formula E (for Electric) championship races to influence consumers' opinion of them as sustainable businesses.

Drawing on an original combination of promotional outputs (YouTube spots, social media releases and sustainability reports) from Formula E race title sponsors in the 2017–2019 seasons, the paper is a qualitative analysis of how these sponsors solve the value clash between traditional motorsport imagery and environmentalism to achieve “narrative authenticity”.

Findings show that sponsors do not address this clash directly. Instead, the conflict itself is reframed as a question of what sponsors do to improve the environment, not what they ndo not do. Second, the timeframe for action is redefined, which means that the future is what counts, not the situation today or given aims like the UN 2030 Sustainable Development Goals.

Sponsorship activation through Formula E as way of generating green brand equity would come across as more credible if companies improved the use of cross-platform synergies to convey narrative authenticity. To qualitative researchers on sport sponsorship, the findings strengthen the understanding of brands as “cultural narrators”.