{"id":242194,"date":"2024-01-03T09:08:06","date_gmt":"2024-01-03T08:08:06","guid":{"rendered":"https:\/\/rtrsports.com\/women-and-formula-1-why-are-they-back-in-love-with-him\/"},"modified":"2025-06-10T17:58:18","modified_gmt":"2025-06-10T15:58:18","slug":"women-and-formula-1-why-are-they-back-in-love-with-him","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/pl\/blog\/women-and-formula-1-why-are-they-falling-back-in-love-with-it\/","title":{"rendered":"Kobiety i Formu\u0142a 1: dlaczego zn\u00f3w si\u0119 w niej zakochuj\u0105?"},"content":{"rendered":"

Aston Martin<\/strong> niedawno przeszed\u0142 do historii, pozwalaj\u0105c Jessice Hawkins<\/strong> na testy na torze Hungaroring 21 wrze\u015bnia ubieg\u0142ego roku. 28-letnia Brytyjka przejecha\u0142a 26 okr\u0105\u017ce\u0144 w\u0119gierskiego<\/strong> toru w AMR21, samochodzie wy\u015bcigowym zespo\u0142u na rok 2021. JH jest pierwsz\u0105 kobiet\u0105-kierowc\u0105 testowym Formu\u0142y 1 od ponad pi\u0119ciu lat.<\/strong><\/p>\n

Chocia\u017c wydarzenie to stanowi kamie\u0144 milowy dla kobiet w sportach motorowych, Formu\u0142a 1 zrobi\u0142a prawdopodobnie znacznie wi\u0119cej w ostatnich latach, czyni\u0105c ogromne post\u0119py w kultywowaniu nowej pasji fan\u00f3w<\/strong>: m\u0142odych kibicek. Po latach niewielkich, ale znacz\u0105cych zmian, F1 obserwuje, jak nastoletnie dziewcz\u0119ta i kobiety ponownie zakochuj\u0105 si\u0119 w najszybszym sporcie na \u015bwiecie. Ta zmiana w kierunku bardziej zr\u00f3\u017cnicowanej \u017ce\u0144skiej publiczno\u015bci mo\u017ce by\u0107 jednym z najwa\u017cniejszych osi\u0105gni\u0119\u0107 marketingowych Formu\u0142y 1 w ostatnim czasie.<\/p>\n

\"jessica-hawkins\"<\/strong><\/h2>\n

Scenariusz F1 <\/strong><\/h2>\n

Przez dziesi\u0119ciolecia Formu\u0142a 1 by\u0142a uwa\u017cana za sport g\u0142\u00f3wnie m\u0119ski. Historycznie rzecz bior\u0105c, fani wy\u015bcig\u00f3w i sam padok by\u0142y zamieszkiwane g\u0142\u00f3wnie przez m\u0119\u017cczyzn. Jednak w ostatnich latach kierownictwo F1 podj\u0119\u0142o skoncentrowane wysi\u0142ki, aby zmieni\u0107 ten status quo. Zatrudnienie wi\u0119kszej liczby kobiet w zespo\u0142ach<\/strong>, utworzenie Akademii F1 w 2023 r.<\/strong>, ligi kobiet, kt\u00f3ra ma na celu przygotowanie m\u0142odych kierowc\u00f3w do rywalizacji na wy\u017cszym poziomie, prowadzonej przez Susie Wolff<\/strong>, oraz stanowisko w kwestiach r\u00f3\u017cnorodno\u015bci zasygnalizowa\u0142y zaanga\u017cowanie w przyjmowanie kobiet. Jednak najbardziej widocznym efektem by\u0142o zaanga\u017cowanie kolejnego pokolenia fanek.<\/p>\n

Wed\u0142ug danych z Global F1 Fan Survey,<\/strong> odsetek nowych fanek wzr\u00f3s\u0142 z 10% w 2017 roku do 45% w 2021 roku. Znaczna cz\u0119\u015b\u0107 tego impulsu pochodzi od nastolatk\u00f3w, z 60% wzrostem liczby kobiet w wieku od 16 do 24 lat do 2020 roku. Szum w mediach spo\u0142eczno\u015bciowych, sprzeda\u017c towar\u00f3w i frekwencja na wydarzeniach na \u017cywo r\u00f3wnie\u017c odzwierciedlaj\u0105 ten wzrost. Wy\u015bcigi Formu\u0142y 1 zmieni\u0142y si\u0119 z g\u0142\u00f3wnie m\u0119skiej publiczno\u015bci w t\u0119tni\u0105cy \u017cyciem i entuzjastyczny kontyngent m\u0142odych kobiet wype\u0142niaj\u0105cych trybuny.<\/p>\n

Jak F1 osi\u0105gn\u0119\u0142a t\u0119 donios\u0142\u0105 zmian\u0119? Z\u0142o\u017cy\u0142o si\u0119 na to wiele czynnik\u00f3w, ale kluczem by\u0142 serial dokumentalny Drive to Survive<\/strong>. Zakulisowy program Netflixa<\/strong>, kt\u00f3ry po raz pierwszy wyemitowano w 2019 roku, zaoferowa\u0142 fanom wgl\u0105d w kierowc\u00f3w i zespo\u0142y. Inne sporty ju\u017c wcze\u015bniej pr\u00f3bowa\u0142y podobnych projekt\u00f3w, ale filmowy styl Drive to Survive i skupienie si\u0119 na dramacie mi\u0119dzyludzkim przyci\u0105gn\u0119\u0142y uwag\u0119. Dzi\u0119ki temu F1 sta\u0142a si\u0119 atrakcyjna nawet dla tych, kt\u00f3rzy wcze\u015bniej nie byli ni\u0105 zainteresowani.<\/p>\n

W szczeg\u00f3lno\u015bci formu\u0142a ta silnie rezonowa\u0142a z kobiec\u0105 publiczno\u015bci\u0105. Program prezentowa\u0142 bohater\u00f3w, kt\u00f3rym mo\u017cna by\u0142o kibicowa\u0107, i fabu\u0142y, w kt\u00f3re mo\u017cna by\u0142o inwestowa\u0107. Drive to Survive przekszta\u0142ci\u0142o kierowc\u00f3w F1 z odleg\u0142ych supergwiazd w postacie, kt\u00f3re mo\u017cna zrozumie\u0107. Zasi\u0119g Netflixa sprawi\u0142, \u017ce serial dotar\u0142 do grup demograficznych, takich jak m\u0142ode kobiety, kt\u00f3re normalnie nie ogl\u0105da\u0142yby sport\u00f3w motorowych. Ich emocjonalna wi\u0119\u017a z bohaterami serialu zmieni\u0142a ich w nowych, pe\u0142nych pasji fan\u00f3w.<\/p>\n

Ale Drive to Survive by\u0142o tylko cz\u0119\u015bci\u0105 szerszej zmiany. Przej\u0119cie F1 Group przez Liberty Media<\/strong> w 2017 roku przynios\u0142o powa\u017cne zmiany w filozofii i marketingu. Pod poprzednim kierownictwem Formu\u0142a 1 pozostawa\u0142a uparcie przywi\u0105zana do swoich korzeni, trac\u0105c grunt na rzecz innych dyscyplin sportowych. Nowe kierownictwo uzna\u0142o potrzeb\u0119 dywersyfikacji, modernizacji i my\u015blenia cyfrowego. Obj\u0119li celebryt\u00f3w i popkultur\u0119, tworz\u0105c partnerstwa z markami takimi jak Puma i PlayStation. Liberty Media opracowa\u0142o gry wideo, uruchomi\u0142o streaming F1 TV Pro i rozszerzy\u0142o inicjatywy w mediach spo\u0142eczno\u015bciowych.<\/p>\n

Aktualizacja przestarza\u0142ego wizerunku marki sprawi\u0142a, \u017ce F1 zn\u00f3w sta\u0142a si\u0119 atrakcyjna, zw\u0142aszcza w\u015br\u00f3d m\u0142odszych widz\u00f3w, kt\u00f3rzy s\u0105 przyzwyczajeni do cyfrowego zaanga\u017cowania. Obecno\u015b\u0107 na platformach takich jak TikTok, wcze\u015bniej nieobecnych, umo\u017cliwi\u0142a wirusowe tre\u015bci generowane przez u\u017cytkownik\u00f3w. Hashtagi takie jak #F1Rewind wykorzysta\u0142y nostalgi\u0119, jednocze\u015bnie pokazuj\u0105c r\u00f3\u017cnorodno\u015b\u0107. Co najwa\u017cniejsze, F1 przesta\u0142a unika\u0107 swojej zdominowanej przez m\u0119\u017cczyzn reputacji. Kampanie takie jak #WeRaceAsOne<\/strong> bezpo\u015brednio odnosi\u0142y si\u0119 do potrzeby integracji, podobnie jak obecnie zamkni\u0119te partnerstwo W Series. Prawdziwe zaanga\u017cowanie w r\u00f3wno\u015b\u0107, a nie tylko go\u0142os\u0142owne deklaracje, odbi\u0142o si\u0119 szerokim echem w\u015br\u00f3d fanek.<\/p>\n

Wyniki m\u00f3wi\u0105 same za siebie.70% obserwuj\u0105cych F1 na Instagramie ma mniej ni\u017c 35 lat<\/strong>. W weekendy wy\u015bcigowe obserwuje si\u0119 40 milion\u00f3w interakcji, z kt\u00f3rych wiele jest nap\u0119dzanych przez t\u0119 grup\u0119 m\u0142odych kobiet w mediach spo\u0142eczno\u015bciowych. Ich si\u0142a nabywcza jest r\u00f3wnie\u017c ogromna: produkty takie jak czapki Lando Norris odnotowa\u0142y stratosferyczn\u0105 sprzeda\u017c. Ta nowa, pe\u0142na pasji grupa fan\u00f3w ma realny wp\u0142yw na sponsor\u00f3w. Marki chc\u0105 w\u0142\u0105czy\u0107 si\u0119 do akcji, o czym \u015bwiadcz\u0105 umowy z Channel 4, Crypto.com i ESPN.<\/p>\n

\"seria\"<\/strong><\/h2>\n

Geniusz marketingowy wykorzystuj\u0105cy kopalni\u0119 z\u0142ota<\/strong><\/h2>\n

Kiedy sport tak imponuj\u0105cy i historyczny jak Formu\u0142a 1 przechodzi tak\u0105 transformacj\u0119, nie chodzi tylko o zmian\u0119 postrzegania; chodzi r\u00f3wnie\u017c o dotarcie do wcze\u015bniej niewykorzystanego segmentu rynku. niewykorzystany segment rynku<\/a><\/strong>. Z marketingowego punktu widzenia mo\u017ce to by\u0107 najbardziej pomys\u0142owe posuni\u0119cie Formu\u0142y 1 w ostatnim czasie.<\/strong><\/p>\n

Formu\u0142a 1 wzmocni\u0142a r\u00f3wnie\u017c g\u0142osy kobiet,<\/strong> zar\u00f3wno na poziomie transmisji z ekspertami takimi jak Naomi Schiff<\/strong>, jak i na boisku z reporterkami Natalie Pinkham<\/strong> i Rachel Brookes<\/strong> oraz blogerami fan\u00f3w. Opr\u00f3cz tych stanowisk, starsze role w zespo\u0142ach, takie jak Hannah Schmitz<\/strong>, starszy strateg wy\u015bcigowy w Red Bull przez ostatnie 10 lat lub hiszpa\u0144ska Margarita Torres D\u00edez<\/strong>, in\u017cynier torowy w jednostce nap\u0119dowej Mercedesa, by wymieni\u0107 tylko kilka, inspiruj\u0105 wi\u0119cej kobiet do kariery w padoku.<\/p>\n

I wzorce do na\u015bladowania na torze, takie jak Jamie Chadwick<\/strong>, kt\u00f3ry po trzykrotnym wygraniu serii W w 2019, 2021 i 2022 roku podpisa\u0142 kontrakt z Andretti Autosport, aby rywalizowa\u0107 w mistrzostwach INDY NXT w 2023 roku, udowadniaj\u0105c, \u017ce wy\u015bcigi to nie tylko m\u0119ska gra.<\/p>\n

Michael Andretti<\/strong>, dyrektor generalny i prezes Andretti Autosport, powiedzia\u0142: „Andretti Autosport z dum\u0105 wspiera Jamiego wraz z DHL w sezonie 2023 INDY NXT. Udana kariera Jamiego m\u00f3wi sama za siebie, ale seria INDY NXT oferuje Jamiemu mo\u017cliwo\u015b\u0107 kontynuowania rozwoju w nowym typie wy\u015bcig\u00f3w. DHL jest wieloletnim partnerem zespo\u0142u i cieszymy si\u0119, \u017ce mo\u017cemy powita\u0107 ich w serii INDY NXT i powita\u0107 Jamiego w zespole. Przez lata wyprodukowali\u015bmy pi\u0119ciu mistrz\u00f3w INDY NXT i z niecierpliwo\u015bci\u0105 czekamy na kontynuacj\u0119 naszej roli w rozwijaniu nowych talent\u00f3w.<\/p>\n

Oczywi\u015bcie korzy\u015bci id\u0105 w obie strony. Kontakt z zaawansowanym technologicznie \u015bwiatem F1 stymuluje zainteresowanie dziedzinami STEM. Pomaga r\u00f3wnie\u017c wymaza\u0107 utrzymuj\u0105cy si\u0119 seksizm, \u017ce samochody i wy\u015bcigi s\u0105 domen\u0105 m\u0119\u017cczyzn – m\u0142ode fanki odzyskuj\u0105 t\u0119 przestrze\u0144. Ostatecznie sport wygrywa dzi\u0119ki zwi\u0119kszonym przychodom, partnerstwom marek, talentom i wsparciu fan\u00f3w.<\/p>\n

Ale czy te zyski s\u0105 wystarczaj\u0105ce, aby stanowi\u0107 najwi\u0119kszy sukces Formu\u0142y 1<\/strong>? Konkurencja ze strony wy\u015bcig\u00f3w elektrycznych zagra\u017ca jej przysz\u0142o\u015bci. Niekt\u00f3rzy twierdz\u0105, \u017ce F1<\/a> powinna p\u00f3j\u015b\u0107 dalej w swoich wysi\u0142kach na rzecz zr\u00f3wnowa\u017conego rozwoju i bezpiecze\u0144stwa. Inni wzywaj\u0105 do wi\u0119kszego wsparcia dla program\u00f3w r\u00f3\u017cnorodno\u015bci kierowc\u00f3w lub serii rezerwowych.<\/p>\n

Jednak kobiecy fandom reprezentuje ogromny niewykorzystany potencja\u0142. Nowi widzowie wspieraj\u0105 sporty, kt\u00f3re pozostaj\u0105 istotne, podczas gdy tradycyjne zanikaj\u0105. Formu\u0142a 1 znalaz\u0142a spos\u00f3b na rozpalenie pasji do doskona\u0142o\u015bci in\u017cynieryjnej w\u015br\u00f3d wcze\u015bniej zaniedbanej grupy demograficznej. Je\u015bli nadal b\u0119dzie kultywowa\u0107 integracj\u0119, korzy\u015bci komercyjne b\u0119d\u0105 ogromne<\/strong><\/a>. Ale r\u00f3wnie wa\u017cne jest, aby poszerzona, m\u0142oda grupa fan\u00f3w p\u0142ci \u017ce\u0144skiej zapewni\u0142a, \u017ce Formu\u0142a 1 pozostanie kochana, nie tylko teraz, ale tak\u017ce dla przysz\u0142ych pokole\u0144. Dla tradycyjnego sportu jest to bezprecedensowe osi\u0105gni\u0119cie.<\/p>\n

Droga przed nami: Jasny horyzont<\/strong><\/h2>\n

Ta podr\u00f3\u017c dopiero si\u0119 rozpocz\u0119\u0142a. Je\u015bli sport b\u0119dzie nadal przyjmowa\u0142 wi\u0119cej kobiet, zar\u00f3wno na torze, jak i poza nim, to zapowiada si\u0119, \u017ce stanie si\u0119 bogatszy, bardziej zr\u00f3\u017cnicowany i bez w\u0105tpienia bardziej ekscytuj\u0105cy<\/strong>. Horyzont wygl\u0105da nie tylko obiecuj\u0105co, ale tak\u017ce ekscytuj\u0105co dla Formu\u0142y 1.<\/p>\n","protected":false},"excerpt":{"rendered":"

Aston Martin niedawno przeszed\u0142 do historii, pozwalaj\u0105c Jessice Hawkins na testy na torze Hungaroring 21 wrze\u015bnia ubieg\u0142ego roku. 28-letnia Brytyjka przejecha\u0142a 26 okr\u0105\u017ce\u0144 w\u0119gierskiego toru w AMR21, samochodzie wy\u015bcigowym zespo\u0142u na rok 2021. JH jest pierwsz\u0105 kobiet\u0105-kierowc\u0105 testowym Formu\u0142y 1 od ponad pi\u0119ciu lat. Chocia\u017c wydarzenie to stanowi kamie\u0144 milowy dla kobiet w sportach motorowych, […]<\/p>\n","protected":false},"author":14,"featured_media":196084,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20268],"tags":[],"class_list":["post-242194","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-motogp-7"],"acf":[],"contentshake_article_id":"","yoast_head":"\nKobiety i Formu\u0142a 1: dlaczego zn\u00f3w si\u0119 w niej zakochuj\u0105?<\/title>\n<meta name=\"description\" content=\"Formu\u0142a 1 prawdopodobnie zrobi\u0142a znacznie wi\u0119cej w ostatnich latach, robi\u0105c ogromne post\u0119py w kultywowaniu nowej pasji fan\u00f3w\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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