Warning Flags on the Race Track: The Global Markets' Verdict on Formula One Sponsorship

Joe Cobbs, Mark D. Groza and Stephen W. Pruitt

The globalization of media content has encouraged the growth of cross-cultural promotional channels. Yet, empirical evaluations of advertising strategies at an international level are sparse.

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...

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