Marketing Strategies in Motorsport: A Comparison of Formula 1 and the World Rally Championship

This bachelor’s thesis focuses on marketing strategies in motorsport, using Formula 1 and the World Rally Championship (WRC) as case studies. The main objective is to analyze and compare the marketing approaches of both championships through a literature review, comparative analysis, and a questionnaire survey, and to propose recommendations for the further development of WRC’s marketing communication based on the findings. The theoretical part defines the fundamental principles of sports marketing, the specifics of sports products, the importance of fan loyalty, and the role of media and sponsorship, as well as current trends related to digitalization and content marketing. The analytical part focuses on a comparison of the marketing strategies of Formula 1 and WRC in terms of target audiences, positioning, communication channels, content management, and commercial models. The thesis also includes original quantitative research conducted through a questionnaire survey among motorsport fans. The aim of the research was to examine the perception of marketing activities of both championships and audience preferences. The results show that Formula 1 has successfully developed its position in recent years as a global media and entertainment platform, thanks to strong digital communication, systematic content creation, and effective engagement with its fan community. In contrast, WRC maintains a high level of authenticity, technical appeal, and a loyal fan base, but lags behind in continuous communication, storytelling, and broader brand commercialization. Based on these findings, the thesis concludes with recommendations aimed at strengthening the marketing potential of WRC and reaching new target audiences.