Sport zawodowy a wyzwania wizerunkowe. Studium przypadku wizerunku Formuły 1 w kontekście politycznym

This article contains analyses of the issue of large professional sports taking socio-political ideas into their image strategy. Sport today is the outcome of commercialization, which means it has evolved into a business that needs social interest to ensure financial stability. The authorities of big sports disciplines must adapt their activities to the requirements of society and the media. This article examines the ideological subjects that are promoted by the authorities of Formula 1 in order to strengthen the image of the sport. It also examines the risks of such a strategy. During the analysis process, a desk research method was used. After the research, three main trends were distinguished: gender equality, social equality and ecology. The analyses showed that ideological messages are important for the image of Formula 1 and are introduced in a thoughtful way. However, there is a threat due to the conflict between the nature of sport and the promoted values. The authorities of F1 are aware of the risk, but due to social pressure they implement such a strategy. At the same time, they try to find compromises needed to mitigate conflicts and maintain the “spirit of sport” which is a key to business success.