Abstract:

The key points illustrated in the paper will be: A brief introduction to the F1 Racing reader in Established F1 markets and Emerging F1 markets. Some key differences between Established and Emerging F1 markets: approach to the sport and brand sponsors in F1. A demonstration of the significant influence F1 can have on: F1 enthusiasts' brand choices and brand recommendations Business leaders' approach to business. This is a multimedia presentation and includes video clips of readers and business leaders who took part in this research.