Beyond grid girls and checkered flags: exploring sexual objectification at Motorsport events

Motorsport has long been a very male-oriented sport, its events synonymous with conventionally attractive, provocatively dressed ‘grid girls’. This research note examines the issue of sexual objectification in the male-dominated motorsport industry, shedding light on its prevalence and impact through findings from an online survey. While previous studies have focused on objectification in service industries, such as airlines, sports and events environments remain underexplored. The study highlights the mental health implications of employees’ objectification, emphasizing the harmful effects of stereotyping individuals, reducing them to objects of desire, and perpetuating gender inequality. Our exploratory study advocates for promoting inclusivity, respect, and empowerment within the industry to combat sexism and objectification, calling for increased awareness and understanding in the broader events sector and specifically in motorsports.