Assessing the Environmental Sentiment Around Major Motor Sports Through Social Media. : Analysis of the Environmental Perception of Formula 1, Formula E, and F1 eSport on Reddit.

Details

Supervisors

Verardi, Vincenzo

Faculty

Louvain School of Management

Degree label

Master [60] en sciences de gestion
Master [60] en sciences de gestion

Abstract

enIn recent years, sustainability has become a growing concern in motorsport, leading to contrasting strategies and communication efforts from different disciplines. This thesis explores how environmental engagement is perceived by fans across three motorsport categories: Formula 1, Formula E, and F1 eSports. Using Reddit data from 2020 to 2023 and applying VADER-based sentiment analysis, we assess how spectators react to ecological initiatives, controversies, and key announcements within each discipline. Our results show that perceptions vary greatly depending on the nature of the sport. Formula E benefits from a generally positive and stable image, thanks to strong sustainability claims and consistent communication. Formula 1 faces more polarised reactions, often oscillating between enthusiasm and scepticism regarding its environmental ambitions. Meanwhile, F1 eSports, due to its inherently low carbon footprint, triggers fewer environmental discussions but maintains a favourable baseline sentiment. While our approach has limitations, such as relying solely on Reddit and using a lexicon-based model, it provides valuable insights into the relationship between digital fan engagement and perceived ecological responsibility. This work highlights the role of communication in shaping public opinion and offers a reproducible framework for future analyses of sustainability perception in sports.