How Do Formula One Fans Choose Which F1 Team to Support?
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This article discusses the factors that influence Formula One fans in choosing which team to support, including money, thrill, glamour, performance history, innovation, social media popularity, and more. It explores how factors such as team performance, brand personality, and fan identification play a role in fan support.
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The formula one industry How Do Formula One Fans choose which F1 Team to support Table of Contents: Literature Review
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Money Thrill Glamour and Brand Personality Performance History of Teams Innovation and Creativity Social Media Popularity Sincerity Excitement Ruggedness Competence Sophistication
LITERATURE REVIEW Formula one racing (F1) is known as the highest class and the most famous internationalautoracing.Thepopularityofthesporthasmadeitaninternational championship and different individuals have different opinions in attracting towards this sport. This premium racing battle has definite rules which all participants need to conform and thus making it completely unique championship. The race also witnesses the world’s leading automobile manufacturers such as Mercedes, Renault, Ferrari, Alpha Tauri and McLaren which gain the insight and attention of not only sports lovers but also automobile stakeholders. It is challenging for teams to compete with each other as each of the teams has unique position in the market and is champion in the associated market.However, it is equally difficult for the fans to choose any particular team for providing their support during sports competition. As perKang, Bennett and Peachey, (2016)formula one is among one of the most popular racing sports which shows the extreme limit of machine and man. In addition to, the sport elements the remarkable competition between teams as well as teammates is the force which excites every individual. The dramatic victories, speeding cars, danger paths in race are key spectacles for the audience. While providing support toteam, sport fans used to consider a lot of factors which affect their decision to support a particular team because each of the available option is best one.Thus, it is very hard for fans to choose any one team for providing support. Some of these factors which are considered by fans are: Money:According toHohenberger and Grohs, (2020)like any other successful event, formula one racing is also loaded with excessive money.The international popularity and integration of business in sports events make event a good choice for business activities and earning money. In addition to fan base punters are also interested in picking the winners for season. Thus, for many fans’ selection and support to any particular team is associated with the earning.The individuals may choose teams which they find more compatible in terms of earning through betting. This can simply depend upon winning or losing probability of particular team or particular driver. Many successful brands also use popular team or players to promote their brands by sponsorship. Thrill:For the fans who truly respect the racing game only from the game perspective thrill is one of the key reasons for choosing any team. As perGreenhalgh, Dwyer and LeCrom, ( 2017)it is human tendency to get thrill and impress with the brave individuals who can do extra ordinary efforts for crossing hurdles. F1 racing not only sets new limitations for the cars
but also for the drivers. The regularly changing track keeps the racing exciting and thrilling. Thus, many people used to pick a team which is led by a driver capable of crossing all racing barriers with excellence. The individual support to any particular racing star can also be one of the crucial reasons of supporting any particular team. Glamour and brand popularity: Each of the participating team in F1 racing is well known and does not need any introduction in automobile industry. Thus, apart from the racing platform the event is also a hotspot of demonstrating the popularity of brand.Papadimitriou and et.al., (2019)stated that, association of glamorous or renowned personality, makes brand more appealing among consumer. Thus, many people choose any particular team simply due to the integration of any other famous personality or brand ambassador with the team. The emotional appealing can be one of the reasons for any individual to connect with any F1 team. Performance history of teams:A successful team is built by an impressive budget, creative team members and proper coordination. The efficiency of teams is evaluated by their performance and winning. Thus, the performance track of teams is also one of the reasons which are considered by individuals when giving support to any team.Alexandris, (2016) elucidated that if a team surprises audience with its exceptional performance then it naturally gains the attention and support from people. In such situation’s fans will naturally began to appreciateteamwhichsurpriseseveryonewithexceptionalchangeandimproved performance. The teams which show repeated history of losing race used to have less support from fans as compare to other teams. Contrary to thisKeshtidar and et.al., (2018)stated that performance element in single race cannot defined the decision of customers towards a brand. There are people who are emotionally connected with a particular brand and thus even if their team loses any match it will only have temporary disappointment among fans. However, this will not lead to complete dissociation of fans with the teams (Jayswal and Vora, 2017). Instead in the next events fans show more enthusiasm, support and interest so that their favorite team can win. Innovation and creativity: In the opinion ofHosseini and et.al., (2017)automobile sector shows huge interest in F1 racing because engineers, drivers and participating industry makes huge investment to introduce a technology which can meet the high speeding needs of drivers.Manyteammembersusedtoconsiderthisplatformforshowcastingtheir innovations such as anti-lock braking, casting methods, eco-friendly materials and kinetic
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energy recovery system. The fans which have keen interest in understanding the advancing technologies in automobile industry used to support teams which participate in race with new and efficient technology. In similar contextZhou and et.al.,(2020)stated that though number of such consumers is considerably low, but it cannot be denied that F1 racingis not only battle between racers but also between speeding car technologies with highly efficient engines or designs. Such types of fans are more interested in the technicalities of any specific team instead of the race result or the drivers. Thus, for them reason of supporting any team is completely based on the creativity in car design. Social media popularity:According toGiroux, Pons and Maltese, (2017)social media is becoming an inevitable part of the life and many of the consumer decisions are influenced by this. Social media can easily influence the decision of fans or supporters. Each of the F1 teams has huge fan base on digital platforms. Each of the team has to face both praises and criticism from different people all over the world. The team which has greater brand value and public perception attracts more fans. In this era of social media and digital networks social media popularity of any team can act as one of the critical criteria for providing support. Thus, when people take decision for supporting any team, they also monitor the brand value of team. According toPashaie and et.al., (2016)there are fans who used to just enjoy sports from entertainment perspective and thus for them only winner’s matter. Such segment of fans usually supports teams which have extraordinary performance from game perspective and thus technical aspects of F1 racing or brand value matters very little for them. In this same contextWeller, Streller and Purinton, (2019)also state that selection of the team in F1 race also depends upon the perception of brand. For instance, Mercedes used to have more winning in the race as compare to Red Bull racing or Ferrari. This aspect along with the brand value of Mercedes used to create strong impact on the consumer perspective and thus affect their selection choices.Lee and et.al., (2016)defined brand value as the human characteristic which is attributed to form a brand name. Thus, each brand must have set of attribute or constant traits which attract and retain customers and with which people can relate. It adds value to the brand equity of the organization. Formula one fan is also influenced by this personality aspect. According toLucas, (2018)while choosing team F1 fans consider following brand personality traits:
Sincerity:It is general tendency of humans that they are attracted towards thoughtfulness and orientation towards value. Thus, if any F1 team came up with an idea, unique design or environment friendly car with unexceptional speed, then it definitely attracts people. As a result of this people used to wait for the team to observe that what unique of thoughtful approach will be introduced by the team. F1 teams used to show sincerity in terms of complicated rule book which are respected and followed by all teams. Sincerity of teams shows their honesty, generosity and genuine nature.Kim and et.al., (2019)stated that the sincere attitude and brand personality used to create a positive impression on customers creating a loyal and satisfactory team perception. Fans used to prefer teams which accept challenges and are capable to fulfill and win those challenges on the basis of sincerity instead of adopting fake or misleading approaches. Excitement:Esmaeilpour and Hoseini, (2017)elucidated that excitement is one of the most important personality traits of any brand. If customers do not feel any excitement or happiness with the brand, then they may soon lose their interest in the team. The same element also acts as driving force for individuals to support any team. While supporting any team people used to find out the thrill or exciting factors which make any team unique and superior from the other teams. The brands which are capable to appeal people with energetic promotionapproaches,celebrityendorsementspresenttheirimaginative,daring,anti- establishment and contemporary image (Alnsour and Subbah, 2018). Sports fan used to choose team which is fill with the excitement and is capable to deliver the thrill and fun. Ruggedness:Formula one racing is all about speed, roughness and athletic. The same is related with the brand personality. People used to choose a brand which aligns with the key essence of F1 popularity and standard (Hu and et.al., 2019).Theteamswhichperform excellent and are capable to overcome all difficulties with regular improvement in car designs and performance are successful in gaining support from the fans. Competence:Contrary to the above traitsGutiérrez and Lozano, (2018)stated that consumer decisions are affected by the leadership. Thus, if brand is successful and their leaders are in broader picture then it makes brand more visible and preferred. Some individuals used to have loyalty towards any particular brand only in terms of service quality and products. Thus, if those brands participate in formula racing then also the preference of people remain same which is completely based on service quality offered by brand to its customers (Baharun, 2017). Fans show their trust among teams which are trustworthy, successful, reliable and
more intelligent. It gives people the impression that competent teams will never disappoint them and thus they find it more comfortable to support such teams. Sophistication:According toChakraborty and Bhat, (2018)prestigious and elegant brands are much more convenient to attract customers in long term. The teams which have good image and prestige in terms of racing performance and audience perspective influence people very easily. Some fans are influenced by existing popularity and vast support from other people. It makes them believe that large fan base guarantee best team and thus they quickly provide their support to elegant teams. Wakefield, Wakefield and Lane Keller, (2020)state that, F1 fans possesses fanatical behavior of consumption including brand loyalty towards products and participating in games or sports events as well. Winning is considered as one of the crucial aspects of brand personality. Thus, winning probability and frequency of any particular tea can also influence the association of supporters (Keong and Baharun, 2017). The teams which have higher wins find it very easy to retain its customers for long term because it also gives a sense of pride to consumers to have relation with the winning brand. The positive image transfer of brand is also affected by the fan identification initiatives taken by organization. When people feel personal commitment and emotional involvement with the brand, they used to have more loyalty towards team and thus even if it as game or sports event their loyalty remains same towards brand. In the same contextApostolopoulou, (2018)elucidate that brand personality is of utmost importance for the organizations and thus it can help companies to achieve competitive benefits. Strong personality of brand will also develop emotional connectivity of peoplewithbrandandthusinsuchsituationsportsponsorshipwillactasonly communication tool for brand association. Thus, if people find it easy to connect or related themselves with the brand then it becomes much more convenient for them to select any particular brand. According toTsordia, Papadimitriou andKaur and Kaur, (2019)brand value and consumer requirements are also integral factors which affect the selection criteria for F1 fans. The brands which used to have clear strategy in meeting and understanding customer requirements are able to provide more satisfactory services and product. For instance, attractive logo, brand symbol makes it easy for the fans to recognize the particular brand (Liu and Schwarz, 2020). Thus, customers can easily relate themselves with the services provided
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