Augmented reality and live racing
: the future of the F1 Broadcasting Industry

  • Federico Plini (Student)

Student thesis: Master's Thesis


This dissertation investigated how Augmented Reality (AR) can disrupt F1 broadcasting in the next 5 to 10 years. It analyzed what factors affect its implementation, how customers will react, and their Willingness to Pay (WTP).Qualitative data were gathered through experts interviews and aimed at identifying the main factors and stakeholders affecting the implementation process of this technology in F1 Broadcasting, as well as identifying the most probable scenario in the near future.Quantitative data were gathered through a survey sent out to potential customers, that aimed to identify their WTP, factors/characteristics of people affecting it, and which bundle of features broadcasters should launch first.F1 Broadcasters have the technical and financial capabilities to implement this technology. The development phase is influenced by initial investments and organizational costs. Other factors to consider are Interactivity and the creation of a Cross-Functional Agile Team. The stakeholders to build relationships with are the FIA, FOM and F1 Teams, with customers and technology providers still playing an important role.This dissertation also identified the AR features package adding the most value to consumers, and the persona to target in order to maximize broadcasters’ revenues as a passionate F1 Fan with familiarity with AR, enthusiast about new technologies and who prefer to use interactive technologies.
Date of Award19 Oct 2021
Original languageEnglish
Awarding Institution
  • Universidade Católica Portuguesa
SupervisorPeter V. Rajsingh (Supervisor)


  • Augmented reality
  • Broadcasting Industry
  • F1
  • Willingness to pay
  • Scenario analysis


  • Mestrado em Gestão e Administração de Empresas

Cite this