Female fan engagement and female audience attraction in formula 1

Abstract

The sporting world has seen significant advancements in female representation, not only among athletes but also within fan groups and communities. These fan communities play a crucial role in shaping the relationships between sports entities and their audiences. Formula 1, in particular, has been undergoing substantial transformations to adapt to contemporary trends, where marketing strategies and social media exert considerable influence over its fanbase. This shift has been accompanied by a notable increase in female sports fans, who are increasingly vocal on social media platforms and active within online fan communities. The present study aimed to investigate the relationship between the content generated online by female Formula 1 fans and its influence on attracting a broader female audience to the sport. The research was structured in several phases. Initially, interviews were conducted to identify the characteristics of female Formula 1 fans—a topic that has not been extensively explored in existing literature—and to understand the factors that drew these fans to the sport. Following this, a netnographic analysis was conducted to observe content within various female Formula 1 fan communities, with the goal of identifying the types of content that generate higher engagement and potentially attract more female viewers. Finally, the insights gained from these analyses were tested against a global community of Formula 1 fans to derive more generalized conclusions. The study's findings revealed a strong relationship between the engagement generated by online content and the attraction of additional female audiences to Formula 1. This relationship is particularly influenced by the sense of comfort and confidence these fans experience when they recognize that there is a space for them within a sport historically perceived as male-dominated. The presence of such spaces, where female fans can express themselves and connect with like-minded individuals, plays a critical role in breaking down longstanding gender barriers and fostering a more inclusive fanbase in Formula 1.

Date of Award	21 Jan 2025
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Patrícia Tavares (Supervisor)