Sports Event Marketing: Communication Tools to Increase Viewers Interest on the Example of Formula 1

Student: Bzarova Sabina

Educational Programme: Advertising and Public Relations (Bachelor)

Year of Graduation: 2024

This study analyzes the factors influencing spectator interest in Formula 1, with a focus on Russian fans. The main objective of the work was to identify significant determinants of interest in racing, such as the uncertainty of results, the active presence of Formula 1 on digital media and the influence of national presence in the racing calendar. The research included both a qualitative phase, where key aspects and codes were identified through interviews, and a quantitative analysis to test the hypotheses.

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