Iranian Fans' Views on the Impact of Information Technology on the Formula One Viewing Experience

Extended Abstract

Introduction

As the main assets of the sports industry, fans play a key role in the continuity and success of clubs, leagues and professional athletes. By attending stadiums, supporting teams and continuously interacting, this group not only shapes the economic flow of sports, but also gives athletes and clubs an identity and credibility. Fan loyalty, including emotional attitudes and practical actions in situations of success or failure, is considered one of the key factors in the sustainability and development of the sports industry.

With more than 600 million fans, Formula One is one of the most popular sports competitions in the world, and attracting loyal and new audiences, especially in young and female groups, is a key goal of the management of this sport. Digital changes and the use of information technology after the acquisition of Liberty Media have enabled direct interaction between drivers and teams with fans, access to real-time content and multimedia experiences, and have increased the interest and participation of global audiences.

In Iran, Formula One fans are still a minority and organizational efforts to develop this audience have been limited. Iranian fans, who previously had a limited and decentralized experience of the races, can now access real-time information, statistical analysis and multimedia content using applications, social networks and specialized websites. This access has facilitated the experience of watching the races and increased the level of interaction, analysis and analytical participation among fans.

Research methods

The methodology of the present study was applied and qualitative, using descriptive phenomenology. The aim of the study was to examine the views of Iranian fans about the impact of information technology on the experience of watching Formula One and their interaction with this sport in the digital space. Data were collected through semi-structured interviews with 26 participants, including sports management faculty members, Formula One experts and analysts, drivers, and fans. Purposive sampling continued with the snowball technique until non-repetitive concepts were extracted. Data analysis was performed using the Claise method (1978) and MAXQDA software version 20. Validity and reliability were measured with the criteria of validity, transferability, trustworthiness, and confirmability; the interview transcripts and coding were reviewed by professors and participants, and the intra-subject agreement rate of the two coders was 82%. These measures ensured the accuracy and relative generalizability of the findings.

Results

The findings of the study show that information technology has influenced the Iranian fans’ experience of Formula One in a multidimensional way. Analysis of the interview data revealed 7 main themes and 46 sub-themes, including the interactive and digital experience of fans, loyalty and commitment to the team and driver, professional analysis and interest in the races, emotional experience and enjoyment of the race, the role of media and online content, identification and socialization of fans, and facing changes and challenges of the popular team.By using digital clubs and groups, following online content, and utilizing social networks, fans have expanded their interactive experience and found the opportunity to exchange opinions and analyze the races. Loyalty and commitment to the teams have been strengthened by the sustainability of online support, following digital content, and focusing on team innovation. In addition, information technology has increased fans’ professional interest and enabled them to develop their specialized knowledge and analytical skills by analyzing data, examining rules, reacting to driver performance, and analyzing car design philosophies.

The emotional experience and enjoyment of racing has also increased through participation in content production, attending races, traveling to watch races, and interacting with digital friends. The role of media and online content in media analysis, news coverage, conversations, and virtual activities has increased the depth of fan experience. Also, interaction on social networks, fan friendships, and presence in groups have led to fan identification and socialization.

Overall, the findings show that information technology, as a key factor, has made the Formula One viewing experience interactive, emotional, specialized, and social for Iranian fans, and has created new opportunities for participation, analysis, and group identification. These results highlight the importance of digital technologies in professional sports and fan engagement with teams and the media.

Discussion and conclusion

The present study aims to investigate the impact of information technology on the experience of Iranian Formula One fans and shows that digital technologies have changed the experience of watching races extensively. Access to applications, social networks, and analytical tools has increased fans' interaction with teams and drivers, strengthened their loyalty and commitment, and improved professional interest and race analysis skills. By joining digital clubs and groups, following online content, and reposting content, fans have expanded their interactive experience and strengthened their sense of belonging and unity with the team and other fans.

Information technology has also enabled specialized race analysis, examining driver performance and car design philosophy, and emotional reactions to events, and has improved fans' analytical skills. The emotional experience and enjoyment of the race have also been enhanced by participation in content production, interaction with friends, traveling to watch the race, and digital team apparel. The role of media and online content in transmitting information, analyzing races, and increasing interaction with other fans is prominent.

The identification and socialization of fans has been formed through activity in online networks and presence in fan groups, and the social capital and collective identity of fans have been strengthened. Overall, the findings show that information technology, as a key factor, has made the Iranian fans' experience of Formula One multidimensional and provided new opportunities for interaction, learning, participation, professional analysis, and group identification, highlighting its importance in professional sports and the interaction of fans with teams and the media.

Funding

No financial support was received from public, commercial, or non-governmental funding sources

during this study. Authors' contribution All authors contributed equally to the conceptualization of the article and writing of the original and subsequent drafts.

Conflict of interest

The authors declared no conflict of interest.

Acknowledgements

The authors would like to thank all participants of the present study