The Race to Success: Navigating the Roadblocks to Formula E's Popularity

Abstract: Purpose: Formula E, the electric counterpart to Formula 1, has not achieved the same level of popularity among consumers. The purpose of this paper is to understand why Formula E has not been as successful as Formula 1 and the barriers to consumer adoption of Formula E. Design/Methodology/Approach: This paper employs a qualitative approach through multiple case studies on Formula 1 and Formula E. Additionally, parallels from the popularity contrast between American football vs. flag football are drawn to identify commonalities with the success disparities between Formula 1 and Formula E. Findings: The paper identifies that Formula 1 has a rich history that contributes to its strong brand identity and has large media exposure while Formula E is still in the process of establishing itself. Attributes such as noise, speed and an overall sensory experience contribute to Formula 1’s appeal that Formula E seems to be lacking. Theoretical implications: The paper delves into the underlying mechanisms to shine a light on consumer behavior, brand heritage and brand loyalty. It paper also explores a deeper understanding of the cultural, technological and emotional shifts in the dynamic evolution of motorsports. Practical implications: This paper offers practical implications for Formula E, as they are seeking to leverage sustainability as a cornerstone of their brand messaging. The managerial insights derived from this paper will essentially facilitate a deeper understanding of the strategies and approaches that can be adopted when comparing a shift in an industry where one area of the business has focused on sustainable operations. Originality/value: The originality of the paper lies in its unique comparative analysis of Formula 1 and Formula E and offers an understanding of the commonalities and differences behind the sports’ popularity, sustainability and fan engagement. Type of paper: Research paper