A Sociology of the World Rally Championship

A Sociology of the World Rally Championship

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From its inauguration in 1973 until today, the FIA World Rally Championship (WRC) has been transformed from a little-known series to a pop-cultural roadshow worth millions of euros. In a promotional context this has spurred a debate between those who want rallying to be what it was historically and those who desire a real shift into 'the commercial age'. Drawing upon interviews with key people in the sport and trans-local ethnographic research from rallies, spectator cultures, the inner life of a WRC team, and the media production facilities, this book explores these questions of commerciality and sporting identity, arguing that the WRC's sporting identity is in fact a promotional asset. Placed at the intersection of sociology and sports management, A Sociology of the World Rally Championship is essential reading on how to combine sporting heritage with commercial progress.... by thesponsor can result in higher levelsof brand attachment with consequent positive marketing effectsa#39; (Meenaghan, 2005, p.245). ... Until the new WRC cars were introduced in 1997, when the Toyota Corolla, for instance, showed up in an edition impossible to ... Mads A˜stberg did well, accordingto what the team had expected of him andtaking his brake problems into consideration, and he ends fifth.

Title:A Sociology of the World Rally Championship
Author:Hans Erik Naess
Publisher:Palgrave Macmillan - 2014-09-19


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