Driving Inclusion in Motorsport: Exploring Fan Motivations and Gendered Engagement with Formula 1 Marketing

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Ali New
Student, Durham University
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Go to the profile of Ali New
Ali New
Student, Durham University

Hi! I am an undergraduate Psychology student at Durham University and a 2025/26 Laidlaw scholar. So far in my Laidlaw journey, I have undertaken research into Formula 1 fan marketing and gendered motivation, which involved designing, carrying out, analysing, and presenting my research, including collecting data at the British Grand Prix and interviewing Ferrari personnel.

I recently completed the Oxford Character Project hosted by Oxford University to further my leadership skills and am currently in the final stages of the programme to implement what I have learned in Mexico City, designing educational tools to teach children about consent and leading a group of volunteers to make it happen. Follow along!

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