This document discusses using a niche portfolio strategy to expand international sport markets. It analyzes Formula One's expansion into different country niches based on various resources. The study finds that participant resources like events, teams and championships; spectator resources like population size; and sponsorship resources like corporate spending best predict advertising rates in a country. However, media resources do not significantly impact rates. The failure of F1 in Turkey is discussed as an example where lack of these key resources led to the sport's abandonment. In contrast, Russia shows promise for F1 due to stronger participant, spectator and sponsorship resources.