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Corporate greenfluencing: a case study of sponsorship activation in Formula E motorsports

Hans Erik Næss (Department of Leadership and Organization, Kristiania University College, Oslo, Norway)

International Journal of Sports Marketing and Sponsorship

ISSN: 1464-6668

Article publication date: 28 April 2020

Issue publication date: 21 September 2020

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Abstract

Purpose

The purpose of this paper is to demonstrate how companies activate their sponsorship of Formula E (for Electric) championship races to influence consumers' opinion of them as sustainable businesses.

Design/methodology/approach

Drawing on an original combination of promotional outputs (YouTube spots, social media releases and sustainability reports) from Formula E race title sponsors in the 2017–2019 seasons, the paper is a qualitative analysis of how these sponsors solve the value clash between traditional motorsport imagery and environmentalism to achieve “narrative authenticity”.

Findings

Findings show that sponsors do not address this clash directly. Instead, the conflict itself is reframed as a question of what sponsors do to improve the environment, not what they ndo not do. Second, the timeframe for action is redefined, which means that the future is what counts, not the situation today or given aims like the UN 2030 Sustainable Development Goals.

Originality/value

Sponsorship activation through Formula E as way of generating green brand equity would come across as more credible if companies improved the use of cross-platform synergies to convey narrative authenticity. To qualitative researchers on sport sponsorship, the findings strengthen the understanding of brands as “cultural narrators”.

Keywords

Acknowledgements

The author would like to thank the journal reviewers for comments that greatly improved the manuscript.

Citation

Næss, H.E. (2020), "Corporate greenfluencing: a case study of sponsorship activation in Formula E motorsports", International Journal of Sports Marketing and Sponsorship, Vol. 21 No. 4, pp. 617-631. https://doi.org/10.1108/IJSMS-09-2019-0106

Publisher

:

Emerald Publishing Limited

Copyright © 2020, Emerald Publishing Limited

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