Sports Marketing & Sponsorship - FIFA/CIES International University ...

The crucial ‘where’ of motorsport marketing:is motorsport now “a race out of place”?Keywordsmotorsportpeak oilclimate changeplace marketingpublic spaceAbstractRESEARCH PAPERPaul J. TranterSenior Lecturer in Geography, School of Physical, Environmental& Mathematical SciencesUniversity College, University of New South WalesAustralian Defence Force AcademyCanberra ACT 2600, AustraliaTel: +61 2 6268 8310Fax: +61 2 6268 8017Email: paul.tranter@adfa.edu.auMark LowesAssociate Professor, Department of CommunicationUniversity of Ottawa, CanadaEmail: mlowes@uottawa.caPeer reviewedThis paper explains how the location of motorsportsevents is an integral part of the marketing of the sportof motor racing and of all its attendant commercialinterests. Case studies of the major motorsports eventsstaged in public street circuits in Australia are used toillustrate how the locations have particular symbolicsignificance that adds legitimacy to the sport of motorracing, and the messages and impacts associated withthese events. The paper examines the widersignificance of allowing special public spaces in citiesto be used for motorsports events, and contends thatthe marketing of sporting events should not beconsidered independently of the major challengesfacing the world.Executive summaryThere are socio-cultural, economic and environmentalconsequences to locating major motorsports events insignificant urban public spaces. Four case studies ofmotorsports events in Australian cities demonstratehow the symbolic significance of public spaces is animportant part of the marketing of motorsport and itsattendant commercial interests. This paper addressesthe importance of reassessing the values underpinningdecision-making about the location of mega-sportsevents, and examines several consequences of ignoringthe challenges of peak oil and global climate change.The prestige of a city’s public spaces addslegitimacy to the sport of motor racing and themessages and impacts associated with motorsports60 International Journal of Sports Marketing & Sponsorship ● OCTOBER 2009 ●