F1 racing for insights – defining connections between F1 racing readers and sponsors in Formula 1

Mitra Powell
Veritas Research Ltd, United Kingdom


The aim of this paper is to provide a very truncated look at an international research project done on behalf of F1 Racing magazine – a magazine dedicated to all things Formula 1 and published in 28 markets. The paper illustrates an innovative combination of research methodology and provides a brief insight into the profile of the F1 Racing reader in established and emerging F1 Markets, as well as attitudinal and demographic differences. The research will demonstrate consumer brand connections in F1, and how F1 can influence F1 enthusiasts' everyday brand choices and brand recommendations; as well as business leaders' approach to business and how this adds fuel to their brand connections in F1.