SPORT ZAWODOWY A WYZWANIA WIZERUNKOWE. STUDIUM PRZYPADKU WIZERUNKU FORMUŁY 1 W KONTEKŚCIE POLITYCZNYM
PROFESSIONAL SPORT AND IMAGE CHALLENGES. A CASE STUDY OF THE IMAGE OF FORMULA 1 IN A POLITICAL CONTEXT

Summary/Abstract: This article contains analyses of the issue of large professional sports taking socio-political ideas intotheir image strategy. Sport today is the outcome of commercialization, which means it has evolvedinto a business that needs social interest to ensure financial stability. The authorities of big sports dis-ciplines must adapt their activities to the requirements of society and the media. This article exam-ines the ideological subjects that are promoted by the authorities of Formula 1 in order to strengthenthe image of the sport. It also examines the risks of such a strategy. During the analysis process, a deskresearch method was used. After the research, three main trends were distinguished: gender equality,social equality and ecology. The analyses showed that ideological messages are important for the im-age of Formula 1 and are introduced in a thoughtful way. However, there is a threat due to the conflictbetween the nature of sport and the promoted values. The authorities of F1 are aware of the risk, butdue to social pressure they implement such a strategy. At the same time, they try to find compromis-es needed to mitigate conflicts and maintain the “spirit of sport” which is a key to business success.

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