{"id":32495,"date":"2016-05-19T09:42:03","date_gmt":"2016-05-19T07:42:03","guid":{"rendered":"https:\/\/magazin.tu-braunschweig.de\/?post_type=kb_presseinformation&p=32495"},"modified":"2019-10-08T16:32:21","modified_gmt":"2019-10-08T14:32:21","slug":"motorsport-study-2016-what-makes-motorsports-attractive","status":"publish","type":"kb_presseinformation","link":"https:\/\/magazin.tu-braunschweig.de\/en\/pi-post\/motorsport-study-2016-what-makes-motorsports-attractive\/","title":{"rendered":"Motorsport Study 2016: What Makes Motorsports Attractive?"},"content":{"rendered":"

What makes motorsport attractive to its fans and can four of the leading racing series come up to expectations? These questions are addressed by business researchers of the Technische Universit\u00e4t Braunschweig. With an online survey interrogating over 300 respondents in Germany and England they identified six ideal brand characteristics and compared these with the brand perception of Formula One, Formula E, World Rally Championship, and DTM.<\/p>\n

\"Prof.<\/a>

Prof. Dr. David M. Woisetschl\u00e4ger<\/p><\/div>\n

\"Dr.<\/a>

Dr. Christian Lucas<\/p><\/div>\n

\u201cEspecially in motorsports, efforts to maintain the attractiveness of the sport for its fans are reflected by numerous rule changes. A key motivation for these activities is the necessity to attain awareness and image effects, which are important for sponsors\u201d, explains Prof. David Woisetschl\u00e4ger, Chair of Service Management and member of the Automotive Research Centre Niedersachsen (NFF) at the TU Braunschweig.<\/p>\n

According to the Motorsport Study 2016, fan-intimacy, technology leadership and emotionality are the three pivotal image dimensions, which are most important for motorsport fans. Less important are attributes like the extent of risk, the glamour, and the ecological sustainability of the motorsport.<\/p>\n

By comparing the fan-ideal with the specific images of the investigated motorracing series, the authors come to the result that none of the four competitions fully reach the ideal of fan-intimacy. Especially the Formula One and Formula E do have bigger shortcomings in this regard, explains Christian Lucas. Although these two racing series obtain by far the best value with regards to the factor technology leadership. \u201cThe attractiveness of motorsport to its fans is still improvable when being compared to the worldwide number one football\u201d, summarises co-author Lucas.<\/p>\n

Lucas explains: \u201cThe momentum of improvement must originate from the teams. They can immediately profit from the improvement of the motorsports’ brand image.\u201d Innovative technologies, in the case of the electro racing series Formula E in combination with the relatively high rated factor ecological sustainability, could be marketed more consequently, provided that the reach as well as involvement of the fans continues to develop positively. According to the authors, the emotionality of the motorsport series also demands to be enhanced further. Therefore the researchers see a great potential for Formula E to attract new target groups for motorsport and increase the financial attractiveness of the racing series.<\/p>\n