The marketing strategy for the World Rally Championship

Abstract

In 2000 a consortium headed by David Richards acquired the commercial and promotional rights to the World Rally Championship (WRC) via International Sportsworld Communicators (ISC) Ltd. ISC planned to market the WRC with the stated objective of gaining a top five position as a global sports television brand. This case study was developed between 2000 and 2003 by the author, a marketing professional in the WRC, based on interviews with ISC management. The ISC marketing strategy was found to be divided into four phases: research, development and planning, execution, and evaluation and revised strategy.

Citation

O'Connor, S. (2005), "The marketing strategy for the World Rally Championship", International Journal of Sports Marketing and Sponsorship, Vol. 6 No. 4, pp. 63-68. https://doi.org/10.1108/IJSMS-06-04-2005-B007