University of Mohaghegh Ardabili Research in Sport Management and Marketing 2783-2392 7 3 2026 06 01 Identifying Sports Media Factors Influencing Attitude Change and Increasing Iranian Women’s Interest in Formula One Racing 11 21 4370 10.22098/rsmm.2025.17928.1497 EN Nasrin Azizian Kohan Professor of Sport Management, University of Mohaghegh Ardabili, Ardabil, Iran Nima Hasanzadeh Ph.D. of Sport Management, University of Mohaghegh Ardabili, Ardabil, Iran Journal Article 2025 07 27 <strong>Purpose: </strong>Sports media play a crucial role in shaping attitudes and increasing audience interest in sporting events. This study aimed to identify the influential factors of sports media in changing attitudes and enhancing the interest of Iranian women in Formula One racing.<br /><strong>Method: </strong>This applied research was conducted using a qualitative approach with a descriptive phenomenological methodology. The study population consisted of 23 subject-matter experts. Data collection was carried out through semi-structured interviews, and data were analyzed and categorized using MAXQDA software (version 20). To ensure validity and reliability, the criteria of credibility, transferability, dependability, and confirmability were applied.<br /><strong>Results: </strong>Findings indicate that sports media significantly impact the change in attitudes and increase the interest of Iranian women in Formula One racing. Increased media coverage, the production of simplified educational content, and the use of social media play a key role in raising awareness and attracting female audiences. Additionally, the presence of women in key roles within the sport, such as drivers and analysts, helps reduce gender stereotypes and motivates more women to follow the races. However, the lack of targeted media coverage for women and insufficient investment in gender-appropriate content production remain major obstacles in this area.<br /><strong>Conclusion: </strong>The study concludes that sports media particularly through enhanced coverage and simplified educational content play an effective role in changing attitudes and attracting Iranian women to Formula One racing. The inclusion of women in prominent roles and leveraging social media can also help dismantle gender stereotypes and boost women's interest in the sport. Nonetheless, the scarcity of targeted content and limited media coverage remain among the key challenges in engaging more women in Formula One. https://rsmm.uma.ac.ir/article_4370_c4d048dcdb5c1aac9b1266fcfb1dd851.pdf