Estratégias de marketing e comunicação da Fórmula 1: uma análise da reconquista de audiência e atração do público jovem no cenário global

Abstract

This study analyzes the marketing and communication strategies used by Formula 1 to reverse its audience decline and reconnect with younger audiences after a period of stagnation. Over the years, the category faced challenges related to decreasing public interest, race predictability, high access costs, and difficulties adapting to new forms of digital media consumption. In response to this scenario, Formula 1 underwent a brand repositioning process, investing in digital marketing, social media, content production, and fan engagement through more interactive and accessible experiences. The main objective of this study is to understand how these strategies contributed to restoring the category’s relevance in the global sports environment. The specific objectives are to present the factors that led to audience decline, identify the main marketing strategies adopted, and analyze the impacts of these actions on attracting younger audiences. The research is characterized as a systematic literature review with a qualitative and exploratory approach, based on scientific articles, academic studies, and materials related to the topic. The results show that strengthening digital presence, strategically using social media, and creating entertainment-oriented narratives were fundamental in increasing audience engagement and reinforcing Formula 1’s brand value. Furthermore, the study highlights the importance of sports marketing as a tool for brand repositioning and connection with new generations of consumers