Document Type

Thesis

Abstract

This thesis explores the effectiveness of cross-industry partnerships as a strategic marketing tool through the case study of Spotify and Ferrari Formula 1’s collaboration, Sound of the Circuit. The central research question investigates how such a partnership can expand Formula 1’s reach within the U.S. market, particularly among millennial and Gen Z audiences. With growing interest in Formula 1 driven by cultural phenomena such as Netflix’s Drive to Survive, and the continued dominance of Spotify in youth-centered audio streaming, this thesis examines how these two global brands can align to engage a shared audience and generate mutual commercial value. Using a mixed-methods approach, combining SWOT analysis, SMART objectives, and competitor comparisons like Amazon Music x Alpine, the project proposes a marketing plan that includes brand activations, digital content strategies, and sponsorship valuation. The findings conclude that partnerships like this are not only feasible but critical in the evolving digital-sport landscape, with a $15 million mid-tier sponsorship justified by brand alignment, audience overlap, and media value. The collaboration enhances U.S. engagement, fan interactivity, and brand positioning, showing how cross-industry efforts can drive authentic brand affinity and global fan base growth.

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