1. Motor Sport and Brand Image
... : the sponsoring of an event, and the sponsoring of a team through participation. This is something that applies for almost every sport. It could be a tennis racket for a tennis player, shoes for a runner, swimming goggles for a swimmer, skis for a skier or, as will be the case for this thesis, a car for ... sport has is in the relationship it has with its consumers " (Whannel, 1992). One cannot deny that watching sport offers aesthetic pleasures, but the real attraction when watching a sport is being able to identify with an individual or team as they battle to win. (Whannel, 1992) This ...
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