Formula 1 companies
A thesis discussed at the University of Padua links sports competitions to marketing and business.
Sport and business is a well-established combination in many sectors, including from the point of view of communication. A combination that suggests, among other things, a particular way of understanding the relationship between production and society. In addition, sport also conveys a certain image of productive activity. The aim of “La Formula 1 come Piattaforma di Marketing: analisi delle Partnership” (Formula 1 as a marketing platform: analysis of partnerships) is to analyse the many aspects of the relationship between sport – in particular Formula 1 – and business from a marketing perspective. This research by Erica Raiola took the form of a thesis discussed at the University of Padua.
Raiola places the collaboration between companies and Formula 1 in the context of the evolution of business communication, analysing first the more traditional tools available and then those described as “contemporary”. In the second part of the study, the field of high-level automotive competitions is explored, first with a general description and then with a series of specific cases. The empirical analysis concludes with a questionnaire designed to identify the relationships between competitions, marketing, the companies involved and the public. Erica Raiola points out that the relationship between sport and business, mediated by marketing techniques, has also changed its cultural characteristics over time. “Over the years,” she concludes, “target audiences have developed new needs and are no longer satisfied and want not only to see a product advertised, but also to have a real experience around the purchase”. This was the birth of “experiential marketing”, which focuses on “creating something emotional around the product to retain customers and increase their engagement”. So emotion and product coming together through sport.
Erica Raiola’s research is a good example of how to deepen the links between activities and fields that are only seemingly distant.
La Formula 1 come Piattaforma di Marketing: analisi delle Partnership
Erica Raiola
University of Padua, Department of Linguistic and Literary Studies, Master’s in communication Strategies
A thesis discussed at the University of Padua links sports competitions to marketing and business.
Sport and business is a well-established combination in many sectors, including from the point of view of communication. A combination that suggests, among other things, a particular way of understanding the relationship between production and society. In addition, sport also conveys a certain image of productive activity. The aim of “La Formula 1 come Piattaforma di Marketing: analisi delle Partnership” (Formula 1 as a marketing platform: analysis of partnerships) is to analyse the many aspects of the relationship between sport – in particular Formula 1 – and business from a marketing perspective. This research by Erica Raiola took the form of a thesis discussed at the University of Padua.
Raiola places the collaboration between companies and Formula 1 in the context of the evolution of business communication, analysing first the more traditional tools available and then those described as “contemporary”. In the second part of the study, the field of high-level automotive competitions is explored, first with a general description and then with a series of specific cases. The empirical analysis concludes with a questionnaire designed to identify the relationships between competitions, marketing, the companies involved and the public. Erica Raiola points out that the relationship between sport and business, mediated by marketing techniques, has also changed its cultural characteristics over time. “Over the years,” she concludes, “target audiences have developed new needs and are no longer satisfied and want not only to see a product advertised, but also to have a real experience around the purchase”. This was the birth of “experiential marketing”, which focuses on “creating something emotional around the product to retain customers and increase their engagement”. So emotion and product coming together through sport.
Erica Raiola’s research is a good example of how to deepen the links between activities and fields that are only seemingly distant.
La Formula 1 come Piattaforma di Marketing: analisi delle Partnership
Erica Raiola
University of Padua, Department of Linguistic and Literary Studies, Master’s in communication Strategies