Cars Racing, People Gazing: Residents’ Perception During the Sierra Morena Rally at Its First European Rally Championship Edition

The analysis of perceived impacts of sporting events and sport tourism is a growing research field. The Sierra Morena Rally, held in Córdoba, Spain, and included for the first time in the European Rally Championship (ERC) in 2025, provides an opportunity to examine residents’ perceptions of both positive and negative effects. This study aims to identify profiles of perception and support towards the event. The theoretical framework integrates the Triple Bottom Line (TBL), Social Exchange Theory (SET), and Social Representations Theory (SRT). Based on 479 valid surveys collected during the rally, an Exploratory Factor Analysis (EFA) identified five factors of perceived impact: positive economic–social, positive environmental, negative economic, negative social, and negative environmental. A non-hierarchical k-means cluster analysis revealed four distinct groups: Critics, who emphasize negative impacts; Enthusiasts, focused on economic–social benefits; Pragmatic Supporters, showing balanced but conditional support; and Supporters Environmentally Concerned, combining favorable views with ecological awareness. The results confirm the heterogeneity of residents’ perceptions and align with previous findings in the literature of motorsport events. Overall, the study contributes to understanding the social sustainability of rally events and highlights the importance of incorporating perceptual diversity into their management.