| Abstract | U svijetu brzine, inovacija i adrenalina, Formula 1 prostor je gdje se snovi ostvaruju, a talent i tehnologija pišu povijest. Ovaj diplomski rad istražuje evoluciju Formule 1 kroz dinamiku marketinških strategija i brendiranja. Kroz analizu povijesti, naglašava se kako Formula 1 nije samo definirana brzinom na stazi, već i strateškim pristupima marketinškim kampanjama koji su doprinijeli njezinoj globalnoj dominaciji. Marketinške strategije, od samih početaka definiranja marketinških pojmova do današnjih suvremenih praksi, imale su ključnu ulogu u oblikovanju percepcije o Formuli 1. Dodatno, važan faktor u globalizaciji tog sporta predstavlja novo vlasništvo Formule 1, pod kompanijom Liberty Media. Pod novim vlasništvom navijači su dobili priliku dobiti uvid u događaje iza kulisa putem dokumentarne serije "Drive to Survive", koja je postala ključna za širenje strasti prema Formuli 1 diljem svijeta. Sponzorstva kao ključni akteri na trkaćoj stazi otkrivaju kako su brendovi pronašli svoje mjesto i prilagodili se promjenama trendova, uključujući i prelazak na alternativne forme oglašavanja zbog zabrane reklamiranja duhanskih proizvoda. Dok bitka s ekonomskim krivuljama otkriva kako troškovi i prihodi oblikuju pejzaž Formule 1 te kakav utjecaj imaju na održivost sporta. I dok se gleda u budućnost, postavlja se pitanje održivosti, kako pronaći ravnotežu između tehnologije, ekologije i ekonomije. Analizom timova i vozača otkriva se ključna tajna uspjeha Formule 1 – spoj talenta, tehnologije i neprekidnog napora koji pretvara san u stvarnost. |
| Abstract (english) | In the world of speed, innovation, and adrenaline, Formula 1 serves as a realm where dreams come true, and where talent and technology write history. This paper explores the evolution of Formula 1 through the dynamics of marketing strategies and branding. Through a historical analysis, it emphasizes that Formula 1 is not only defined by speed on the track, but also by strategic approaches to marketing campaigns that have contributed to its global dominance. Marketing strategies, from the inception of marketing concepts to contemporary practices, have played a pivotal role in shaping perceptions of Formula 1. Additionally, a significant factor in the globalization of this sport is the new ownership of Formula 1 under the company Liberty Media. Under this new ownership, fans have had the opportunity to gain insight into behind-thescenes events through the documentary series "Drive to Survive," which has become pivotal in fostering passion for Formula 1 worldwide. Sponsorship, as key players on the racing circuit, reveal how brands have found their place and adapted to changing trends, including transitioning to alternative forms of advertising due to the ban on tobacco product advertising. Meanwhile, the battle with economic curves unveils how costs and revenues shape the landscape of Formula 1 and their impact on the sustainability of the sport. Looking towards the future, the question of sustainability arises, pondering how to find a balance between technology, ecology, and economy. Through the analysis of teams and drivers, the key secret to the success of Formula 1 is revealed - a fusion of talent, technology, and relentless effort that turns dreams into reality. |
