Brittany Szczyglowski

Brittany Szczyglowski is a doctoral student whose research critically examines Formula One (F1) racing as a global mega-sport and media brand. Her project investigates how F1, an ultra-elite and environmentally intensive sport, manages to expand its reach and attract new audiences amidst contemporary concerns about sustainability and wealth disparity. By analyzing F1’s transmedia and transnational expansion, she explores the sport's dual identity as both a media product and a motorsport, focusing on its strategies for brand growth and audience engagement. Her study employs critical communication and media theory to reveal the contradictions within F1’s global and media expansion.