ABSTRACT
Formula One has had the reputation of being the top organization for motorsport for over half a century, and the brand itself conveys an elite status to the hosts of the Formula One auto racing events. In recent years Formula One has attempted to expand beyond the traditional European and North American markets. This desire to expand brought Formula One to Istanbul, Turkey. However, a lack of market analysis and inadequate planning caused Formula One to shutter its event after only seven years. In order to understand the failure of Formula One in Istanbul completely, it is necessary to focus on the goals of the Formula One organization as well as the goals of the Turkish government. Ultimately, the relationship foundered because each entity could not meet the needs of the other.
