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This study seeks to identify the impact of a commercial turning point in the FIA World Rally Championship (WRC) in 1999 and the 2013 takeover by the current promoter’s media strategies. Drawing upon 21 qualitative interviews with key stakeholders in the WRC coupled with theories of institutional logics, mediatization and strategic legacy, the findings demonstrate that the decisions and culture of the sport can be powerful as the new owners seek to influence the direction of sport in their own image. Sport managers who are dealing with change processes and sport management researchers should identify where an organization’s self-reinforcing mechanisms and processes exist in order to balance sporting tradition with organizational culture.

Powerful Owners and Powerful Legacies. What Drives Change in the World Rally Championship?