Student Experiences: Astrid Coyne
Meet Astrid Coyne!
In June 2024, Astrid reached an exciting milestone by submitting her final assignment and completing the National Motorsport Academy’s Online Business of Motorsport Master’s. While her official graduation is just around the corner, she’s already gearing up for a promising career in the motorsport industry.
Now, let’s hear directly from Astrid as she shares her journey on the course, her favorite modules, and her ambitions for the future. Over to you, Astrid!
Hello! Tell us a bit about yourself!
Hello everyone, I’m Astrid. I am 25 years old from the UK and I have recently completed my MA Business of Motorsport degree at The National Motorsport Academy.
From a young age, I vividly recall watching motorsport on the TV with my dad and brother. A few years before starting university, I found myself drawn back to Formula 1 specifically, and in 2019, I met two friends at university who also shared a passion for F1. We started watching races together regularly, diving into discussions about the teams, strategies, and drivers. In 2022, we decided to experience it live by going to the Austrian Grand Prix. Being there in person only fuelled my obsession further, solidifying motorsport as a central part of my life. Since then, I’ve immersed myself in the sport, pursuing academic opportunities and gaining experience to build a career in the industry.
Why did you decide to enrol with the NMA?
I found the MA Business of Motorsport degree at The National Motorsport Academy to be the ideal choice for my career aspirations in motorsport. The degree offered was perfectly aligned with my interests and goals, covering essential topics that are crucial for understanding the industry. It felt like a no-brainer to enrol, especially knowing how competitive the motorsport field can be.
I believe that to secure a position in motorsport, particularly at the top level, it’s essential to enhance my qualifications and skill set. The academy provided comprehensive knowledge about the business side of motorsport, along with practical insights into areas like sponsorship, branding, and governance.
This programme has equipped me with the tools and confidence I need to pursue my dream job in motorsport, making it a significant stepping stone in my career.
So you've finished the course, what was your favourite module?
It’s hard to pinpoint my favourite module, as I thoroughly enjoyed several, but I would say it’s a tie between Module 6 – Change Management and Module 8 – Executive Project.
Module 6: Change Management was particularly impactful, as it involved an in-depth analysis of Williams Racing. I explored both internal and external factors to define a vision and set achievable goals that align with competitive improvement and brand enhancement. The second part of the module focused on methodologies for implementing change, with an emphasis on leadership, communication, and fostering an innovative culture. Through real-world examples, I illustrated how to operationalise change within the team. The report ultimately provided a comprehensive framework for organisational adaptation in Formula 1, aimed at ensuring Williams Racing’s future success and sustainability.
Module 8: Executive Project, which was my dissertation, allowed me to delve deeply into a topic I’m passionate about—how social media can positively impact the representation of female motorsport athletes and industry specialists.
This research not only highlighted the challenges they face in securing sponsorship due to gender bias in media coverage but also explored the opportunities for change within the industry.
Both modules challenged me and enhanced my understanding of the motorsport business landscape, making them standout experiences in my academic journey.
Your dissertation sounds really interesting.. tell us more about it!
My dissertation focused on whether social media can positively impact the representation of female motorsport athletes and industry specialists across media platforms. I aimed to investigate the challenges they face in obtaining sponsorship due to mainstream media coverage, particularly concerning gender bias and stereotypes.
In my research, I explored how social media platforms can provide a valuable space for these athletes and professionals to showcase their talents and expertise, potentially attracting sponsorship opportunities that might otherwise be elusive. I examined various case studies and gathered qualitative data to highlight the experiences of female motorsport figures in the industry.
The results of my research emphasised the need for greater diversity in media representation and showcased how social media can help challenge established narratives.
Ultimately, my goal was to add to the ongoing dialogue about gender equality in motorsport and highlight how social media can be a powerful tool for improving the visibility and support of female athletes in the industry.
Why prompted you to explore this subject?
I decided to explore how social media influences the representation and sponsorship of female racing athletes because I see it as a substantial and often overlooked aspect of the motorsport industry. Although there has been development in promoting diversity, many female athletes still face significant barriers in securing sponsorship, primarily due to persistent gender biases in traditional media.
Social media presents a inimitable opportunity for these athletes to highlight their skills and achievements in a way that can change perceptions and attract potential sponsors. By engaging with audiences directly, they can cultivate a loyal fan base and draw attention to their talents, which may not be as effectively showcased through conventional media channels.
I aimed to highlight the challenges that female athletes face while also exploring how they can leverage social media effectively to improve their visibility and attract sponsorship opportunities. This focus aligns with my strong commitment to promoting gender equality in motorsport and ensuring that female athletes gain the recognition and support they rightfully deserve.
What's your future aspirations now you've finished your degree?
My primary aspiration is to pursue a career in marketing or social media with a Formula 1 team, as I am enthusiastic about merging my passion for motorsport with opportunities in these fields. Nevertheless, I remain receptive to other opportunities that may present themselves within the industry.
I am convinced that each experience will enhance my growth and understanding of the motorsport sector, and I am keen to gain insights from various roles throughout my journey.
A big thank you to Astrid for speaking to us! You can stay up-to-date on her motorsport journey by following her on LinkedIn – Astrid Coyne
