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Managing Commercial Innovation in Sport

In: Innovation, Sustainability and Management in Motorsports

Author

Listed:
  • Hans Erik Næss

    (Kristiania University College)

  • Anne Tjønndal

    (Nord University)

Abstract

Attracting fans fast is alpha and omega for a young championship like Formula E. But as the championship strives to differentiate itself from similar racing series and even contravene some of the traditions in motorsport, its fan base needs to be created just as much as found or attracted from other (motor)sports. This chapter explores this process of ‘creating’ fans in Formula E through commercially innovative features like the ‘FanBoost’ and other initiatives relating to concepts like co-creation, mediatization and the digital consumer patterns of Generation Y.

Suggested Citation

  • Hans Erik Næss & Anne Tjønndal, 2021. "Managing Commercial Innovation in Sport," Springer Books, in: Innovation, Sustainability and Management in Motorsports, chapter 0, pages 59-80, Springer.
    • Handle: RePEc:spr:sprchp:978-3-030-74221-8_4
    DOI: 10.1007/978-3-030-74221-8_4
    as

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