Branding at 200 mph: Formula One, Formula E, and the New Era of Sports Marketing

Speed. Prestige. Innovation. 

Few sporting properties command attention quite like Formula One. With sold-out races, luxury brand partnerships, celebrity audiences, and rapidly growing popularity in the United States, Formula One has become a case study in modern marketing success. Meanwhile, Formula E is redefining how brands engage consumers through technology, sustainability, and innovation. 

Join Professor T. Bettina Cornwell, Philip H. Knight Chair in Marketing and head of the marketing department at the Lundquist College of Business, for an inside look at the forces driving the growth of formula racing. Together, we'll explore how brands build value through sport, why Formula One has captured the American imagination, and what formula racing reveals about the future of fan engagement. 

Registration  

This free, virtual event is open to all. Register in Zoom to receive your attendee link. 

As always, participants in our virtual lectures will have the opportunity to submit questions at the time of registration. Take advantage of this chance to have your most pressing questions answered about formula racing. 

T. Bettina Cornwell

T. Bettina Cornwell is a professor of marketing and head of the marketing department at the University of Oregon's Lundquist College of Business. She was also named Philip H. Knight Chair, one of the university's highest faculty honors. Prior to joining the UO, she was a professor of marketing and sport management at the University of Michigan. Her research focuses are marketing communications and consumer behavior, often including international and public policy emphases.

Cornwell's research on corporate sponsorship of sports, arts, and charity has recently appeared in the Journal of Advertising, Journal of Advertising Research, Journal of Consumer Research, Journal of Experimental Psychology: Applied, Journal of the Academy of Marketing Science, and Psychology & Marketing. She was the recipient of the 2009 American Marketing Association Sports Marketing and Special Events Special Interest Group's award for Distinguished Contributions to the Scientific Understanding of Sports Business.