A study of branding representation of female athletes in motorsport

Abstract

This dissertation explores the branding representation of female athletes in the traditionally male-dominated arena of motorsport. Guided by the critical feminist theory, the study examines how gender influences branding, media portrayal, and sponsorship opportunities for women in the sport. A qualitative methodology based on semi-structured interviews with both male and female participants involved in motorsport or branding in Malta and internationally is used. The research sheds light on the lived experiences and strategic branding efforts of female drivers. The findings highlight the significant gender-based challenges that persist in motorsport branding, including underrepresentation, stereotyping, and oversexualisation. However, the study also identifies a notable historic shift in the hegemonic masculine culture that has long dominated the sport. An increasingly inclusive trend is emerging in which female athletes are being represented and branded as legitimate, capable competitors rather than being reduced to aesthetic or gendered stereotypes. This positive evolution is especially visible at the international level and among high-profile teams and campaigns. Nevertheless, the research reveals that outdated attitudes still persist, particularly in smaller local club racing scenes where traditional norms remain more entrenched. Female athletes continue to face systemic barriers and are often expected to “prove themselves” beyond their male counterparts. Yet, the growing involvement of young girls in grassroots motorsport, coupled with the rise of empowered female role models and self-directed branding via social media, points to a promising future. The study concludes that while the road to equity is ongoing, the progress made so far is significant, and the trajectory is increasingly hopeful for a more balanced and inclusive motorsport environment.