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An Update on the Marketing of the F1 Singapore Grand Prix Post 2014

An Update on the Marketing of the F1 Singapore Grand Prix Post 2014

Y. X. P. Phua, H. K. Leng
Copyright: © 2019 |Pages: 19
ISBN13: 9781522576174|ISBN10: 1522576177|ISBN13 Softcover: 9781522586203|EISBN13: 9781522576181
DOI: 10.4018/978-1-5225-7617-4.ch005
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MLA

Phua, Y. X. P., and H. K. Leng. "An Update on the Marketing of the F1 Singapore Grand Prix Post 2014." Integrated Marketing Communications, Strategies, and Tactical Operations in Sports Organizations, edited by Manuel Alonso Dos Santos, IGI Global, 2019, pp. 91-109. https://doi.org/10.4018/978-1-5225-7617-4.ch005

APA

Phua, Y. X. & Leng, H. K. (2019). An Update on the Marketing of the F1 Singapore Grand Prix Post 2014. In M. Dos Santos (Ed.), Integrated Marketing Communications, Strategies, and Tactical Operations in Sports Organizations (pp. 91-109). IGI Global. https://doi.org/10.4018/978-1-5225-7617-4.ch005

Chicago

Phua, Y. X. P., and H. K. Leng. "An Update on the Marketing of the F1 Singapore Grand Prix Post 2014." In Integrated Marketing Communications, Strategies, and Tactical Operations in Sports Organizations, edited by Manuel Alonso Dos Santos, 91-109. Hershey, PA: IGI Global, 2019. https://doi.org/10.4018/978-1-5225-7617-4.ch005

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Abstract

In 2008, the inaugural Formula One SingTel Singapore Grand Prix was held as the first night-time race in the history of Formula One Grand Prix. The purpose of this chapter is to provide readers with a better understanding of how the F1 Singapore Grand Prix markets itself. The chapter begins by examining the history behind motor sports racing events in Singapore. This is followed by a review of the marketing activities of the F1 Singapore Grand Prix. The last section describes an analysis of spectators' blogs. The analysis suggests that the marketing of the event had been successful as there was a high level of awareness of the event. However, the analysis also indicated that there were spectators who were more interested in the concerts held in conjunction with the race. In 2014, there was a change in title sponsor from Singtel to Singapore Airlines. This chapter provides an update on the marketing of the event post 2014 from an earlier version published in Strategies in Sports Marketing: Technologies and Emerging Trends.

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