一級方程式賽車 (F1) 在2017年經營權由一級方程式賽車集團易手予自由媒體集團後，積極透過影視內容與各領域品牌進行跨界聯名，成功從技術門檻極高的專業競技運動，轉型為具備高度吸引力的全球性運動娛樂品牌。本研究旨在探討此一轉型現象，並以顧客基礎品牌權益與品牌共鳴金字塔為理論基礎，深入剖析多元跨界策略如何重塑品牌形象，並引發消費者的深層情感連結與實體觀賽意願。
在研究方法上，本研究採先發放問卷以找到經歷品牌轉型期後才開始關注賽事之新世代粉絲，再邀請具備高度涉入感的粉絲進行半結構式訪談，藉此挖掘量化數據難以捕捉的細微情感起伏與轉變軌跡。經由訪談資料分析與歸納，本研究得出以下重要發現：
(一) 品牌凸顯之擴展：跨界合作成功打破專業運動的屏障，將賽事無縫嵌入消費者的日常生活中，大幅提升品牌在多重情境下的觸及率。
(二) 品牌意義之轉化：跨界合作策略在保留賽車專業競技的核心表現外，疊加了流行文化與娛樂元素，展現出高度契合的聯合品牌適配度。
(三) 品牌反應之觸發：充滿人性溫度的影視敘事有效縮減了運動賽事與大眾的心理距離，成功引發受眾正向且積極的情感回饋。
(四) 品牌共鳴之建立：前述的正向反應能有效凝聚粉絲的社群感與態度依附，並最終轉化為前往一級方程式賽車現場觀賽的行為意願。
總結而言，高強度的情感連結能有效驅動消費者的實際參與。本研究之發現不僅印證了跨界聯名行銷對提升實體觀賽意願的顯著效益，亦為當代運動行銷與傳統品牌轉型提供了具體的理論驗證與實務貢獻。

Since the transfer of Formula One ownership from Formula One Group to Liberty Media in 2017, the sport has actively engaged in Crossover Collaboration through audiovisual content and brands across various industries, successfully transforming from a professional competitive sport with extremely high technical barriers into a highly attractive global sports entertainment brand. This study aims to explore this transformative phenomenon. Grounded in the theories of Customer-Based Brand Equity and the BrandResonance Pyramid, this research deeply analyzes how diverse crossover strategies reshape the brand image, trigger consumers' deep emotional connections, and enhance their intentions to attend live races. Methodologically, this study utilized a pre-test survey to identify new generation fans who began following the sport after its brand transformation period, followed by semi-structured interviews with highly involved fans. This approach allowed the research to capture subtle emotional fluctuations and transition trajectories that are difficult to measure through traditional data. Through the analysis and induction of the interview data, this study yields the following four key findings:
(1) Expansion of Brand Salience: Crossover collaborations have successfully broken down the barriers of professional sports, seamlessly embedding the event into consumers' daily lives, thereby significantly increasing the brand's reach across multiple contexts.
(2) Transformation of Brand Meaning: While retaining the core performance of professional racing, crossover strategies superimpose pop culture and entertainment elements, demonstrating excellent Co-Branding fit.
(3) Triggering of Brand Responses: Audiovisual narratives filled with human warmth effectively reduce the psychological distance between the sporting event and the general public, successfully triggering positive and proactive emotional feedback from the audience.
(4) Establishment of Brand Resonance: The aforementioned positive responses effectively foster fans' Sense of Community and Attitudinal Attachment, ultimately translating into behavioral intentions to attend live races in person.
In conclusion, high-intensity emotional connections can effectively drive consumers' actual participation. The findings of this study not only confirm the significant benefits of crossover marketing in boosting the intention to attend live races but also provide concrete theoretical validation andpractical contributions for contemporary Sports Marketing and traditional brand transformations.

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