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A Sociology of the World Rally ChampionshipThe Legacy of WRC Cars

A Sociology of the World Rally Championship: The Legacy of WRC Cars [The fourth promotional arena of the WRC is cars. While the Gordon Bennett Cup at the beginning of the twentieth century (see Chapter 3) already signalled ‘that the sport was becoming, to an even greater extent, an arena in which constructors marketed their products’ (Cofaigh, 2011, p. 198), today’s WRC teams more than ever act as live showroom for manufacturers. With fieldwork at M-Sport, the company that ran Ford’s assault on the WRC 1996–2013 as my point of departure, this chapter therefore aims to discuss how teams adapted their promotional affairs to the dramatically changing commercial circumstances of WRC between 1987 and 1997. Besides exploring the functional differentiation, organisational culture and logistical apparatus that enable the team to travel the world and still remain friends, it will also serve as a starting point for investigating the well-known slogan in motorsport; ‘win on Sunday, sell on Monday’. Or, put differently: does motorsport sell cars?] http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png

A Sociology of the World Rally ChampionshipThe Legacy of WRC Cars

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Publisher
Palgrave Macmillan UK
Copyright
© Palgrave Macmillan, a division of Macmillan Publishers Limited 2014
ISBN
978-1-349-48771-4
Pages
150 –177
DOI
10.1057/9781137405449_6
Publisher site
See Chapter on Publisher Site

Abstract

[The fourth promotional arena of the WRC is cars. While the Gordon Bennett Cup at the beginning of the twentieth century (see Chapter 3) already signalled ‘that the sport was becoming, to an even greater extent, an arena in which constructors marketed their products’ (Cofaigh, 2011, p. 198), today’s WRC teams more than ever act as live showroom for manufacturers. With fieldwork at M-Sport, the company that ran Ford’s assault on the WRC 1996–2013 as my point of departure, this chapter therefore aims to discuss how teams adapted their promotional affairs to the dramatically changing commercial circumstances of WRC between 1987 and 1997. Besides exploring the functional differentiation, organisational culture and logistical apparatus that enable the team to travel the world and still remain friends, it will also serve as a starting point for investigating the well-known slogan in motorsport; ‘win on Sunday, sell on Monday’. Or, put differently: does motorsport sell cars?]

Published: Oct 24, 2015

Keywords: Brand Awareness; World Championship; British American Tobacco; Team Spirit; Promotional Culture

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