Just jumping in since I see most of these posts have no reco or actionable areas for a thesis. Here you go, some ideas. I’m not sure if you are in a graduate program, but I’m assuming so.
1. A case study on how a brand is built from its roots: Ferrari as an iconic brand from humble beginnings about 70years ago. How loyalty is inspired among its fans. How the brand is activated across continents, how consumers relate to the brand, how it aspires luxury, performance, elegance, italiana, power, creed etc.
2. A case study on how to market a sport: F1 is one of the few universal sports, why, what needs does it mean for a consumer, how its rituals and icons are built, how it sells glamor, sex, racing as a package, as a construct to elevate daily lives, national identities and motivations of millions etc. Why it is such a british sport that fails to seize imaginations of American psyche.
3. A study on paradigms of icons: Racing is full of rituals, icons, imagery, logos, sounds, colorful images, branding and iconography. What do those icons represent, what does these rituals bring and the emotions it activates, how f1 is a herd, an exclusive club, what role does icons play in our daily lives and how brands exploit them (a good example – Marlboro).