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

Student: Sabina Bzarova

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.

Student Theses at HSE must be completed in accordance with the University Rules and regulations specified by each educational programme.

Summaries of all theses must be published and made freely available on the HSE website.

The full text of a thesis can be published in open access on the HSE website only if the authoring student (copyright holder) agrees, or, if the thesis was written by a team of students, if all the co-authors (copyright holders) agree. After a thesis is published on the HSE website, it obtains the status of an online publication.

Student theses are objects of copyright and their use is subject to limitations in accordance with the Russian Federation’s law on intellectual property.

In the event that a thesis is quoted or otherwise used, reference to the author’s name and the source of quotation is required.

Search all student theses