Social media in motorsport - curse or blessing?

Sports management agency - N3XT.G3N - Sports Economics - Social media in motorsports

Motorsport is a fast and action-packed sport that is captivating more and more people. The number of fans is also growing steadily thanks to the networking of the various racing series via social media channels such as Twitter, Facebook & Co. But is social media in motorsport really just a curse or rather a blessing?

Facts and figures on social media in motorsport 

According to a 2017 study by PriceWaterhouseCoopers, social media channels such as Facebook, Twitter and Instagram are crucial for the motorsport industry. The numbers speak for themselves: over 60 percent of respondents said that social media is an important factor in deciding whether to attend a particular race or event. The teams and drivers themselves are also increasingly relying on social media to stay in touch with their fans. For some time now, all Formula 1 teams and drivers have been using social media to strengthen themselves and their brand and to attract new fans. Formula 1 is also represented on various social media platforms such as YouTube and Instagram.

More and more drivers are also turning to Twitter, Facebook & Co. to stay in touch with their followers. However, the increasing spread of social media in motorsport also harbors some risks. For example, drivers or teams may be inadvertently drawn into political or religious debates. 

The advantages of social media in motorsport 

One of the biggest advantages of social media is its reach. By spreading the word on social networks, you can reach a large number of people that you might never have reached otherwise. For example, smaller racing series or drivers with smaller budgets can reach a larger audience through social media and, as a result, find more sponsors. Social media also makes it possible to get information quickly and easily. The immediate availability of information means that people can find out about current events at any time and no longer have to wait for traditional media such as television or radio.

Last but not least, social media also offers the opportunity for interaction and exchange. Through comments and messages, you can quickly and easily get in touch with other motorsport fans and exchange ideas. Among other things, you can get tips for the next race track or the next car, or simply talk about your passion for motorsports.

The disadvantages of social media in motorsport 

Motorsports is a fast-paced sport with a lot of money and interest involved. Drivers have to do their best to excel, and teams have to do everything they can to help drivers win the race. So it's no surprise that social media is a controversial topic in motorsports. One of the biggest drawbacks of social media in motorsports is the constant presence of the media. Fans always want to know what's going on, and drivers and teams always need to be present on social media to build their brand. However, this can lead to drivers and teams focusing more on their social media presence than on the race itself.

The biggest disadvantage of social media in motorsport is the presence itself, because any mistake can lead to a shitstorm. Sure, the problem exists for anyone who is active on social media, but for drivers or racing teams, in addition to problems with brand image, it can also lead to the loss of sponsors.

Conclusion - Is social media in motorsport a curse or a blessing?

In summary, it can be said that social media in motorsport can be both a curse and a blessing. On the one hand, the positive side is that it gives race organizers the opportunity to present their sport to a larger audience and thus attract more spectators. 

Nevertheless, social media also harbors the danger that if drivers or racing teams make mistakes, a whole avalanche can quickly be set in motion that can bring the sport into disrepute. Ultimately, social media marketing is also part of motorsport, but should be carried out carefully and strategically.

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