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The crucial 'where' of motorsport marketing: is motorsport now "a race out of place"?

The crucial 'where' of motorsport marketing: is motorsport now "a race out of place"? This paper explains how the location of motorsports events is an integral part of the marketing of the sport of motor racing and of all its attendant commercial interests. Case studies of the major motorsports events staged in public street circuits in Australia are used to illustrate how the locations have particular symbolic significance that adds legitimacy to the sport of motor racing, and the messages and impacts associated with these events. The paper examines the wider significance of allowing special public spaces in cities to be used for motorsports events, and contends that the marketing of sporting events should not be considered independently of the major challenges facing the world. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Sports Marketing and Sponsorship Emerald Publishing

The crucial 'where' of motorsport marketing: is motorsport now "a race out of place"?

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References (25)

Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
1464-6668
DOI
10.1108/IJSMS-11-01-2009-B005
Publisher site
See Article on Publisher Site

Abstract

This paper explains how the location of motorsports events is an integral part of the marketing of the sport of motor racing and of all its attendant commercial interests. Case studies of the major motorsports events staged in public street circuits in Australia are used to illustrate how the locations have particular symbolic significance that adds legitimacy to the sport of motor racing, and the messages and impacts associated with these events. The paper examines the wider significance of allowing special public spaces in cities to be used for motorsports events, and contends that the marketing of sporting events should not be considered independently of the major challenges facing the world.

Journal

International Journal of Sports Marketing and SponsorshipEmerald Publishing

Published: Oct 1, 2009

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