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The Global Motorsport Business: ART NE

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Dina Amer
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24 views2 pages

The Global Motorsport Business: ART NE

Uploaded by

Dina Amer
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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PART ONE

The Global Motorsport


Business

Part One introduces our understanding of the global motorsport business: what
it is comprised of, how to analyze it and how to measure it. We outline motor-
sport as an economic sector comprising both an engineering industry and the
business of sport. The dynamic complexity of the sector and its economic rela-
tionships are captured within the concept of the Motorsport Value Chain. Part
One ends with a current overview of the global motorsport industry. The value
chain heuristic is then applied throughout the remainder of the book to bench-
mark the Global Starting Grid of national motorsport industries.

Defining the Business of Motorsport

We define motorsport broadly as competitive racing by equivalent machines on


a frequent basis, on designated tracks and circuits. These machines include, for
example, motorcycles, moto-cross, karts, historic cars, drag, open-wheel, single-
seat, sports, GT, Formula Ford, touring cars, rallying, sports compact, CART, IRL
and Formula One. Racing is organized around series, championships, events
and meetings arranged by promoters, circuits and racing clubs at all levels
(professional race and amateur sport).
The industry comprises:

■ “motor”: meaning the provision (construction and preparation) of cars and


bikes;
■ “sport”: meaning the infrastructure including clubs, circuits, promotion, insur-
ance and so on that is needed to participate in, spectate, or view the sport;

N. Henry et al., Motorsport Going Global 1


© Nick Henry, Tim Angus, Mark Jenkins and Chris Aylett 2007
2 PART ONE: THE GLOBAL MOTORSPORT BUSINESS
■ a sport that is part of the leisure and entertainment industry; and
■ a marketing opportunity for sponsors.

Within this book, we concentrate on four-wheeled motorsport.

The Motorsport Value Chain

The motorsport business involves a complex system, which comprises a shift-


ing network of relationships between all of the elements described above.
These elements and business relationships can be conceptualized within a value
chain framework.
Figure 1.1 depicts the Motorsport Value Chain. This framework:

■ provides a classification scheme for all firms within the motorsport sector;
and
■ illustrates the interrelationships between the firms as a motorsport supply
chain, which culminates in the delivery of a motorsport event to an audience.

The typology used in Figure 1.1 provides an overview of the typically diverse
series of organizations and activities that form the motorsport industry. While
some larger firms may have a portfolio of activities that place them in more
than one category, within each cell of the value chain, examples are provided
of specific types of firm that fit into the following categories.

Constructors

A constructor is a firm that creates a motorsport vehicle of some sort. In this


sense it is the “OEM” of the motorsport sector. This would be typified by the
Formula One and World Rally Championship (WRC) constructors, such as Ferrari,
Honda, Prodrive and Mitsubishi Ralliart. In the USA, examples of constructors
would be Panoz in Champcar and Roush in NASCAR. In South America, Berta
is a constructor of touring cars, while in Italy, both Tatuus and Dallara are well-
known single-seat constructors. In the UK, Lola typifies this group.

Constructor Suppliers

These represent the specialized suppliers to the constructors, which allow them
to create the final vehicle (in automotive terms the Tier 1 and Tier 2 companies).

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