Fan Engagement in Motorsports: A Case of the FIA World Rally Championship

  • Hans Erik Næss Kristiania University College
  • Sam Tickell Department of Communication Sciences, Ghent University
Keywords: Social Media, Transmedia Storytelling, MOtorsports, Sport Marketing, World Rally Championship


Social media success is increasingly being linked to profitable relations between sporting teams and their communities of fans. Through a case study of RallytheWorld, Volkswagen’s social media campaign 2013-2016 for the FIA World Rally Championship (WRC), this paper provides sports marketers with relevant practices on how to develop social media strategies and building relationships with and between the fans. Drawing upon theories of community facilitation and ‘transmedia storytelling’, as well as the method of autoethnography, our finding is that RallytheWorld, through its audience engagement techniques provided WRC fans with a new experience while respecting the championship’s sporting traditions. This combination, we argue, made RallytheWorld a qualitatively better offer to rally fans than comparable social media campaigns in the WRC.

Author Biography

Hans Erik Næss, Kristiania University College
Associate Professor (PhD), Department of Leadership and Organization


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