Warning Flags on the Race Track: The Global Markets’ Verdict on Formula One Sponsorship
Joe Cobbs
Northern Kentucky University
Mark D. Groza
Northern Illinois University
Stephen W. Pruitt
University of Missouri
Management slant
- Around the world, the capacity for Formula One (F1) motor racing to generate brand awareness through television viewership—estimated at 600 million—is nearly unrivaled.
- Commercial sponsorship research suggests (1) the status and success of the sponsored enterprise, (2) the level of sponsorship engagement, and (3) the category relatedness and image congruence of the sponsoring firm and sponsored enterprise are each crucial factors that influence sponsorship success in terms...