“…Despite the fact that the F-1 event has the potential to become a microcosm of the economy for the host community, few scholars have paid attention to examining the phenomena associated with F-1 events (see e.g., Baum & Lockstone, 2007;Fairley, Tyler, Kellett, & D'Elia, 2011;Farrelly, Quester, & Burton, 1997;Hall, O'Mahony, & Vieceli, 2010;Quester & Farrelly, 1998). For example, Farrelly et al (1997) proposed a strategy to incorporate sport sponsorship into the integrated marketing communication for the F-1 event.…”