Esta pesquisa aborda o Turismo e o Automobilismo e os efeitos da Fórmula 1 em São Paulo. Embora existam referências pontuais, poucos estudos existem sobre esses temas que ainda não despertaram o interesse dos estudiosos de Turismo. Este estudo, fundamentado em obras relacionadas ao esporte em geral, aos eventos esportivos, em informações da internet, em jornais e revistas e, principalmente, em pesquisa de campo partiu da investigação do esporte através dos tempos, da estrutura e organização do automobilismo para chegar ao Autódromo Municipal José Carlos Pace e à análise dos efeitos da Fórmula 1 em São Paulo. Com base nas abordagens, na literatura, nas análises elaboradas e discussões apresentadas, concluiu-se que a Fórmula 1 em São Paulo gera efeitos que, em parte, podem ser explicados pela visibilidade do Grande Prêmio na mídia. / This research examines Tourism and Automobilism and impacts of Formule 1 Grand Prix in São Paulo. Althought it has been indications, few studies about the subject have not been emerge yet topic of expertise of Tourism. This research, based on works about sport, sport events, internet datas, papers and, mainly, field survey begun investigations sports through times, its structure and organization of Automobilism in order to work Autódromo Municipal José Carlos Pace and analyses of effects of Formule 1 in São Paulo. Considering approaches, literature, analyses made and discussions showed, the conclusion is that Formule 1 in São Paulo generates effects that, partly, can be explained by visibility of Grand Prix in media.

Esta pesquisa aborda o Turismo e o Automobilismo e os efeitos da Fórmula 1 em São Paulo. Embora existam referências pontuais, poucos estudos existem sobre esses temas que ainda não despertaram o interesse dos estudiosos de Turismo. Este estudo, fundamentado em obras relacionadas ao esporte em geral, aos eventos esportivos, em informações da internet, em jornais e revistas e, principalmente, em pesquisa de campo partiu da investigação do esporte através dos tempos, da estrutura e organização do automobilismo para chegar ao Autódromo Municipal José Carlos Pace e à análise dos efeitos da Fórmula 1 em São Paulo. Com base nas abordagens, na literatura, nas análises elaboradas e discussões apresentadas, concluiu-se que a Fórmula 1 em São Paulo gera efeitos que, em parte, podem ser explicados pela visibilidade do Grande Prêmio na mídia. / This research examines Tourism and Automobilism and impacts of Formule 1 Grand Prix in São Paulo. Althought it has been indications, few studies about the subject have not been emerge yet topic of expertise of Tourism. This research, based on works about sport, sport events, internet datas, papers and, mainly, field survey begun investigations sports through times, its structure and organization of Automobilism in order to work Autódromo Municipal José Carlos Pace and analyses of effects of Formule 1 in São Paulo. Considering approaches, literature, analyses made and discussions showed, the conclusion is that Formule 1 in São Paulo generates effects that, partly, can be explained by visibility of Grand Prix in media.

Sports fandoms, historically, have been categorized as a male domain, even in academic studies. Therefore, as Formula 1 has been a sport with a remarkable increase in digital engagement and women are one of their main target audiences, I study Spanish F1 female fans’ behaviours, attitudes, and motivations towards F1 and Twitter as part of their fan experience. Through nethnographic methods, where semi-structured interviews and participant observations have been central, I try to gain knowledge about individual experiences as well as the functionality of the F1 Twitter community. It is illustrated that F1 female fans cannot be considered a homogeneous group by applying a postmodern feminist approach where identities are considered to be fluid, fractured, and in constant flux, distancing from previous feminist ideals that promoted binary and determinate gender concepts. Raney’s affective, cognitive and social/behavioural sets of motivations are employed in order to contemplate F1 female fans' motivation for consuming F1 and choosing Twitter as the social network to follow the sport. Moreover, Jenkin’s participatory culture is taken into account to analyse the F1 Twitter community. Patterns regarding becoming a fan due to Alonso's success and family ties, common interests in information and shared F1 popular knowledge are encountered. However, diverse usage of Twitter and different levels of sense of belonging to TwF1 are also displayed. Hence, I conclude that more research is needed to gain a better understanding of them because despite displaying different facets, F1 female fans are ‘authentic’ fans who should be taken into consideration by sports, media and fan studies in addition to sports organizations and fellow fans.

Studien undersökte sponsring, som har kommit att bli ett uppmärksammat marknadsföringsverktyg och forskningsfält. Specifikt har studien fokuserat på motorsport och ligan Formel 1, som är den snabbast växande sporten sett till antal följare. Mer specifikt undersökte studien kongruens mellan sponsorer och Formel 1 utifrån fem varumärkespersonligheter. Ett företagsperspektiv antogs och studien utgick ifrån företagens marknadskommunikation för att analysera deras varumärkespersonligheter. Varumärkespersonligheter definieras som en uppsättning mänskliga egenskaper som går att relatera till ett varumärke, och studerades utifrån Aakers (1997) ramverk för varumärkespersonligheter. Studien syftar till att undersöka kongruens utifrån en sponsrad organisation och dess sponsorer, genom deras respektive varumärkespersonligheter för att förstå om kongruens har den praktiska betydelse som teorin betonar. Då vikten av kongruens ofta lyfts fram teoretiskt ämnar studien att empiriskt undersöka förekomsten av kongruens i ett sammanhang där ekonomisk tyngd i sponsorskapet kan antas innebära särskilt stora förväntningar på utfallet, och således teoretiskt borde innebära kongruens mellan sponsorer och sponsrad organisation. Studien utgick från en kvantitativ metod där data samlades in via Formel 1 och officiella sponsorers hemsidor. Data som samlades in bestod uteslutande av engelska ord som analyserades genom en innehållsanalys, där totalt 16 sponsorer undersöktes. Slutligen genomfördes en statistisk analys för att undersöka samband mellan sponsorernas- och Formel 1s varumärkespersonligheter. Studien kunde inte redovisa ett komplett resultat där alla fem varumärkespersonligheterna studerades samtidigt på grund av variansskillnader i datamaterialet. Två resultat med olika justeringar i datamaterialet presenterades och därmed skiljde sig resultatet åt från tidigare forskning då studien enbart kunde undersöka två av fem möjliga personligheter i taget. En av varumärkespersonligheterna gick inte att statistiskt undersöka och uteslöts därför ur det statistiska resultatet helt. Däremot visade resultatet på att 12 sponsorer var inkongruenta med Formel 1 i en eller fler varumärkespersonligheter i test två. Två sponsorer var inkongruenta med Formel 1 i en eller fler varumärkespersonligheter i test ett, och övriga sponsorer antogs vara kongruenta med Formel 1 i var och ett av testen. / The study examined sponsorship, which has become a popular marketing tool and research field. Specifically, the study has focused on motorsport and Formula 1, which is the fastest growing sports league in terms of follower numbers. More specifically, the study examined congruence between sponsors and Formula 1 based on five brand personalities. A company perspective was adopted and the study used the companies' marketing communication to analyze their brand personalities. Brand personalities are defined as a set of human characteristics that can be related to a brand, and were examined based on Aaker's (1997) brand personality framework. The study aims to examine congruence based on a sponsored organization and its sponsors, through their respective brand personalities to understand whether congruence has the practical significance that the theory emphasizes. As the importance of congruence is often highlighted theoretically, the study intends to empirically examine congruence in a context where large financial costs can be assumed to imply high expectations of the outcome, and thus theoretically should imply congruence between sponsors and a sponsored organization. The study was based on a quantitative method where data was collected via Formula 1 and their official sponsors' websites. The data collected consisted exclusively of English words and were analyzed in a content analysis. A total of 16 sponsors were examined. Finally, a statistical analysis was performed to examine the relationship between the sponsors and the Formula 1 brand personalities, and thus whether they were congruent. The study could not present a complete result where all five brand personalities were studied simultaneously because of differences in variance. Two results with different adjustments in data material were presented, and thus the results differed from previous research as the study could only examine two of five possible personalities at one time. One brand personality could not be statistically examined and was therefore completely excluded from the statistical result. However, 12 sponsors showed incongruence with Formula 1 in one or more brand personalities in test two. Two sponsors showed incongruence with Formula 1 in one or more brand personalities in test one, and the remaining sponsors were assumed to be congruent with Formula 1 in each test. The study is written in Swedish.

Accessing and exploiting organizational resources plays an integral role in not only a firm’s propensity to achieve a competitive advantage, but also its mere survival in a competitive environment (Ulrich & Barney, 1984). One of the most common means of resource acquisition for both large administrative firms and smaller entrepreneurial enterprises is interorganizational alliances (Ireland, Hitt, & Vaidyanath, 2002). Utilizing the resource-based view of the firm within a strategic alliance framework, this dissertation examines a particular type of interorganizational exchange relationship permeating the marketing discipline. The promotional alliance is defined within this research as a strategic alliance based on resource exchange between a promoting enterprise and a firm seeking to fulfill promotion-based objectives through an ongoing collaboration with the enterprise. Each of the two sides of the promotional alliance relationship served as a focus for one of the two studies presented within this work. In the first study, a longitudinal survival model was employed to investigate the dependency of a promotional enterprise on external resource acquisition via alliances with promotion-seeking firms. Also at issue were the heterogeneity of resources accessed and the dynamics of the institutional forces regulating such alliances. Alliances with sponsoring firms offering financial and performance-based resources, as opposed to operational resources, were found to have a significant influence on the survival of sponsored enterprises. However, these dependencies were subject to changes in institutional support and the potential for diminishing returns. The second study approached promotional alliances from the perspective of the firms seeking promotion. Relying on the theory of efficient capital markets (Fama, 1970), an event study analysis was undertaken to determine the impact of internationally prominent promotional alliance announcements on the equity value of the sponsoring firms, which theoretically reflects investors’ expectations of future cash flows. Contrary to prior research, the initiation of these alliances demonstrated a negative impact on shareholder value. Several alliance, firm, and promoting partner characteristics were hypothesized to influence alliance outcomes to varying degrees within the cross-sectional sample of promotion-seeking firms. Surprisingly, only the magnitude of the sponsoring firm’s alliance investment and the nationality congruence within the alliance were influential in predicting investors’ reaction to such alliances. Each study was embedded within the institutional context of Formula One (F1) motor racing and focused on the promotional alliances involving corporate partners (sponsoring firms) and their affiliated racing teams. In this context, the racing teams acted as the promoting enterprises charged with providing the marketing platform to meet their sponsoring firms’ objectives. With annual races on four or more continents; a global television audience rivaled only by the Olympics’ opening ceremony, FIFA World Cup finals, and the NFL’s Super Bowl; direct competition between promoting teams; and sponsoring firms hailing from fifteen different nations and over twenty diverse industry sectors; F1 provided an ideal setting for the evaluation of interorganizational alliances’ impact on the survival of promoting enterprises and a promotion-seeking firm’s value implications. To compliment and strengthen the applied contribution of both studies, the analyzed results were subjected to a discussion with industry experts representing both sides of the promotional alliance relationship (Lane & Jacobson, 1995). Not only did this closing analysis reinforce the relevance of the research offered here, but it also presented a practitioner-focused examination of the industry challenges inherent in the theoretical tenets underlying such research.

This essay researches metaphors and metonymy in motorsports language, mainly investigating strategies for translating the structural metaphors RACING is WAR and RACE POSITIONS are RESOURCES and analyzing the results through both a quantitative and qualitative approach. The material for the research was selected parts of former Formula 1 driver Mark Webber’s autobiography, Aussie Grit: My Formula One Journey (2016). For the translation, dictionaries and parallel texts were utilized, and several works on translation theory, such as Ingo (2007), Newmark (1988), and Lakoff & Johnson (2003) were consulted for both the translation and the following analysis. Research into similar metaphors in other sports (such as Shields & Bredemeier (2013) and Bergh & Ohlander (2012)) was analyzed for background on the phenomenon of structural metaphors in sports. The results show that metonyms are prevalent in motorsports language, and structural metaphors are also well established in both the SL and TL. Regarding metonyms, the parallel texts show that proper noun metonyms can be transferred directly. Most metonyms in the ST are of the PLACE for EVENT category (for example names of racetracks/countries used to reference whole races, and the podium being used to reference placing top three or winning). The metaphor structures are also found in the TL, meaning the intended images can largely be maintained without changing the author’s established structure of the source text. Most metaphors and metonyms can thus be translated literally, or with TL equivalents. Where expansions are necessary, the translator can safely fall back on the structures present in motorsports language to ensure a text a reader with previous knowledge of such language will understand.

This thesis deals with ranked advanced voting systems. The aim is to determine the overall winner and the ranking of candidates based on voters' preferences. The thesis utilises basic voting systems - plurality rules, lexicographical and Borda's method - as well as advanced voting systems with the application of DEA models, specifically DEA/AR model, DEA/AR exclusion model (including variations with penalties), and Llamazares-Peňa model. Compromise programming is used to obtain common vector of weights. The models and their use are demonstrated on Formula One Grand Prix results from season 2016. Formula One World Drivers' Championship and Formula One World Constructors' Championship are being investigated.

Formula 1 is one of the worlds biggest sports, and in the recent years they as a sport has had one of the biggest upswing in the world in their viewership and activity on social media. Instagram has played a big part in this recent success and is the sporting organisations fastest growing social media. Formula 1 themselves claims that their marketing and engagement strategy is focusing on the digital mediums and that engagement from their fans has been achieved. The purpose of this study is to look at what extent Formula 1’s marketing strategy can be defined as customer engagement marketing and what specific characteristics can be identified as engagement marketing. This study has looked at Instagram posts published by Formula 1 during specific time periods each year from the year 2015 to 2021. Instagram is Formula 1’s fastest growing social media forum, and was therefore chosen to be studied. The time period covers the before and after the American media company Liberty Media bought Formula 1 in 2017, giving an interesting insight on the consequences of the media company’s marketing strategy. Using content analysis the posts have been coded into variables and then categories, determining which marketing strategy that is present in each post. The content analysis was designed according to a theory defining what customer engagement is and what different marketing strategies a firm can use to achieve it, customer engagement marketing. The result shows a strong presence of customer engagement marketing, and in many variables show an increasing trend from the years after Liberty Media bought the sporting organisation. The findings from the content analysis can therefore affirm that Formula 1’s own claim about focusing on fan/customer engagement is true on the social platform of Instagram. The findings further show that creating engagement marketing with a strategy of building relationships between fans, drivers and teams of the sport has been the most important for Formula 1. Further, feeding information towards the fans and making it easier for them to keep exploring and venture deeper in to various parts of the sport have shown to be important. This study aims to be a contribution both as a methodological resource and example for research using content analysis on social media, especially on a sporting organisation. But also as a contribution to the fairly new research area of engagement marketing on digital platforms by sporting organisations. Therefore it could be of interest to researchers that wishes to study the subject, or people working with marketing. The case of Formula 1’s recent success could be looked further into by other sporting organisations, with this report as a way for deeper understanding on parts of the process.

This thesis aims to find out how fans perceive the authenticity of the Formula 1 documentary series ‘Drive to Survive’. Research has shown that documentaries are challenged from the audience with regard to draw an authentic representation of events while they seek to nevertheless be entertaining to people. Thus, the thesis tries to examine which themes fans focus on when they rate the authenticity of documentary series and how they express authenticity by investigating comments from a fan forum of Autosport.com.  With regard to the theoretical framework, it seems obvious to illuminate the concept of authenticity. Moreover, it is important to put it in context with documentary theories, fandom concepts and reception theories, since the thesis contains data of fans about the documentary series ‘Drive to Survive’ and focusses on its reception of authenticity, meaning how the fans perceive authenticity. To examine relevant data, Mayring’s (2000) approach of a qualitative content analysis is used.  The main results of the thesis are the determination of four themes of authenticity of a documentary series, namely cinematographic manipulations, behind the scenes footage, participants and imposed judgements. But even if the same themes are generally addressed from fans, the focus of the fans on the themes of authenticity varies. Another result is that fans do not express authenticity with the same words, but the comments contain of patterns content wise related to the themes.  As a conclusion with regard to the research focus of fans’ perception of authenticity the thesis shows that it is related to the individual mind. While the reception theory explains that the individual background influences interpretation of content, the concept of fandom illustrates that fans are able to give content an individual meaning which both has effects on their perception of authenticity. Therefore, it remains a challenge for documentary productions to find the balance between entertainment and authenticity.

Résumé This thesis is focused on the Czech environment neglected history of sport, specific sporty branch - races F1. Thesis is concentrated on the years 1970-1994 because there are two important milestones in the history of F1 racing - the title of world champion in memoriam of Jochen Rindt 1970 and death of Ayrton Senna at Grand Prix San Marino at Imola 1994. Thesis will be looking the answer to the questions why this sport gained in researching period rising popularity, what was F1 social and economic relevance, how did formula 1 help to the further technological development of automotive, why it began to professionalize, what reasons and in which countries began F1 expand. Individual world champions will not miss out, especially Niki Lauda, James Hunt, Alain Prost and Ayrton Senna and other important personalities at whose fates will be the history of F1 in researching period also watch.