Análisis de Estrategias y Herramientas del Marketing en la Fórmula Uno en los Últimos 5 Años

Abstract

The field of sports marketing has undergone continuous evolution, constantly adjusting to changing trends and technologies to meet the needs of an increasingly varied and demanding audience. This analysis article addresses three fundamental aspects of sports marketing: sponsorships in sports, advertising in sporting events, content marketing and electronic sports. In the field of sports sponsorships, the emblematic case of Formula One (F1) stands out, where associations between teams and brands seek to attract attention to sport through effective advertising strategies. F1 has seen notable growth on social media, expanding its fan base and improving its visibility, creating opportunities for monetization and sponsorship. When analyzing advertising in sporting events, the importance of these events to promote big brands is highlighted, highlighting Formula One's strategy by integrating sponsorship as a key marketing tool, offering unique experiences to its followers through initiatives such as the Formula One Paddock Club. Finally, content marketing in the field of electronic sports is addressed, highlighting F1's innovative approach in using series such as "Drive To Survive" to connect with new market segments through streaming platforms like Netflix. In addition, the role of F1 video games is highlighted as an effective strategy to reach younger audiences and promote the brand.