Are you willing to sponsor?
Are you ready to explore the transformative power of athlete sponsorship for your brand? Click here to learn more about how sponsorship can help brands grow and thrive in the exciting world of motorsports.
By Emanuele Venturoli| Posted March 13, 2015 | In Formula1, MotoGP, Sport News, Sport Sponsorship, Sports Marketing
The 2014/2015 Formula E season got back under-way after a month break with the ePrix of Miami; the first of two rounds on the United States. Nicolas Prost grabbed his first win of the year after starting from second place. It wasn’t as simple as it sounds for the son of 4 time Formula One champion Alain, as he was hounded by Scott Speed, who made his Formula E début for Andretti Autosport (Read more about Formula E Agency). Daniel Abt finally secured his first legitimate podium for Audi Sport ABT after having previously finished 3rd in Beijing before being penalised.
2014 Toro Rosso Formula One driver Jean-Eric Vergne led the field from the grid after qualifying on pole position for the 2nd time in 3 races. He nearly didn’t make it past turn 1 however, after Nicolas Prost went deeper into the turn and briefly tagged the rear of Vergne’s Andretti Autosport car. Soon it was Sam Bird challenging Vergne after the British driver dispatched Prost early on.
Vergne would hold the lead up until the pit-stops, with Bird pulling off a brilliant move up the inside just before the Frenchman ducked into the pit-lane. Bird elected to stay out one lap longer, but this proved to be a mistake as he had to slow his Virgin Racing car to a crawl after running low on battery life. Vergne wouldn’t retake the lead however, as a slow pit-stop cost him track position to the two Audi Sport ABT cars and Nicolas Prost.
Daniel Abt then held the lead for the majority of the second half of the race, before a late race battle for the lead commenced between himself, Prost, Di Grassi and Speed; who had worked his way through the field with a series of excellent overtakes.
Scott Speed seemed to have the… speed… but was unfortunately unable to capitalise due to the narrow nature of the Miami street circuit. He sat right on the gearbox of Abt and Prost ahead of him, with Prost pulling off a scintillating pass on Abt with just a handful of laps remaining. Speed followed him through and closed up to Prost on the final lap, but was unable to take the win away from Nicolas. Abt held on to 3rd despite running low on battery whilst being closed by Jerome D’Ambrosio; who had a quiet race to take his best finish of 4th.
Nelson Piquet Jnr will rue the Miami event as a race that could have been his. The Brazilian had qualified in second place by just half a tenth of a second but was given a 5 place grid penalty after speeding under yellow flags in the last round in Buenos Aires. He moved up from 7th to take 5th, with the point for the fastest lap going to him in the process. He finished just ahead of the winner last time out, Antonio Felix da Costa.
Former winner of the 24 Hours of Le Mans, Loic Duval, made his Formula E début for Dragon Racing this weekend. He may have qualified in a disappointing last place, but he made his way through the order after some daring moves to take a solid P7. He finished ahead of Sam Bird who could have been in the fight for the win had he not left his pit-stop too late.
Lucas di Grassi had a slightly disappointing race after finishing in 9th place. The result means that he has lost the lead of the championship that he has held since the opening round in Beijing, with Nicolas Prost displacing him after his maiden win. Mexican FanBoost winner Salvador Duran took the final position in the top 10 for Amlin Aguri.
Having led the race for half its duration, Vergne would sadly fall back to 18th place after stopping on track with 2 laps remaining. Ironically it may have been his stricken car that prevented team-mate Speed from performing a last lap lunge on leader Prost due to the waved yellow flags.
Two drivers failed to finish the race. Sarrazin succumbed to gearbox issues on his Venturi car which relegated him to retirement. Bruno Senna’s awful luck in Formula E continued after a suspension issue forced his retirement.
2015 Miami ePrix results:
POS | Driver | Team | Points | Grid |
1 | Nicolas Prost | eDams | 25 | 2nd |
2 | Scott Speed | Andretti | 18 | 10th |
3 | Daniel Abt | Audi Sport ABT | 15 | 4th |
4 | Jerome D’Ambrosio | Dragon | 12 | 8th |
5 | Nelson Piquet Jnr. (FL) | China | 11 | 7th |
6 | Antonio Felix da Costa | Amlin Aguri | 8 | 16th |
7 | Loic Duval | Dragon | 6 | 18th |
8 | Sam Bird | Virgin | 4 | 3rd |
9 | Lucas di Grassi | Audi Sport ABT | 2 | 6th |
10 | Salvador Duran (FB) | Amlin Aguri | 1 | 12th |
11 | Jaime Alguersauri | Virgin | 0 | 9th |
12 | Nick Heidfeld | Venturi | 0 | 19th |
13 | Sebastien Buemi | eDams | 0 | 13th |
14 | Karun Chandhok | Mahindra | 0 | 20th |
15 | Jarno Trulli | Trulli | 0 | 14th |
16 | Vitantonio Liuzzi | Trulli | 0 | 11th |
17 | Charles Pic | China | 0 | 17th |
18 | Jean-Eric Vergne (P) (FB) | Andretti | 3 | 1st |
19 | Stephane Sarrazin | Venturi | 0 | 5th |
20 | Bruno Senna (FB) | Mahinda | 0 | 15th |
Are you ready to explore the transformative power of athlete sponsorship for your brand? Click here to learn more about how sponsorship can help brands grow and thrive in the exciting world of motorsports.
A graduate in Public, Social and Political Communication from the University of Bologna, he has always been passionate about marketing, design and sport.
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Read MoreIn an era where it is possible to get anywhere with a click, there is a strong temptation to approach teams and properties directly for sponsorship projects.
By doing so, we are convinced that we are shortening the value chain, saving time and money. However, these DYI methods are anything but risk-free and what initially appears to be a competitive advantage soon turns into a problem that is difficult to resolve. That’s why there are agencies. And this is why you should rely on us for your sponsorships.
When first approaching a sponsorship or sports marketing project, it is difficult to know immediately which stakeholders are correct, what the decision flow is, and what the right timelines are for each process. Sports is a very specialized field of action, and fitting effectively into its paths can take a lot of time and therefore money. We, on the other hand, know referents and spheres of action and know who to talk to, when and how. So you are also more effective.
Sports is an immense passion, and for our heart colors we would be willing to do anything. But business is a different business, and it is important to make the best possible strategic decisions based on independent research, statistics and reliable data. A sports marketing and sports sponsorship agency like RTR has an objective, 360-degree picture of the scenario and can tell you what is really best for you: which sport, which athlete, which team. This is because we possess a great deal of data and information on ratings, segmentation and attitudes. Because the numbers don’t lie. Never.
Activations are the real heart of sports sponsorship. Without them, there remains only a blank sticker on a motorcycle, car or uniform and no contact with the public, no emotional connection, no impact on the bottom line. Then how do you do it? It certainly won’t be the teams or the athletes who will help you leverage sponsorship and enjoy the many marketing rights you have paid for. To bring out the best in a sports marketing project you need an agency that knows how to use sponsorship to engage the fanbase on the Web, to reach out to Shopping Centers, to organize hospitality, to develop B2B and B2C opportunities, and to get “your” athletes in front of millions of potential consumers.
Would you ever go to the dealer who sold you the car and ask if the competitor’s car is better? No, of course. So, how do you expect to get firm measurements of the effectiveness of your sponsorship if you do not rely on someone super partes? At RTR, we have always worked with independent third-party agencies that allow us to know the return on any exposure of your brand on TV and in the media. In addition, we believe in calculating ROI as the ultimate measure of your success-so we can tell you for every penny you spend how much you are making.
We have been involved in sports sponsorship and sports marketing for more than 15 years. We are consultants in the sense that our goal is to maximize your investment, but we are also an agency that manages the project from start to finish. We have been doing this since 1995 with passion and professionalism, following three principles that have become cornerstones of our business: independence, verticality and transparency.
I would like to highlight the fact that one of the qualities of RTR is its great ability to approach the sponsorship scenario strategically, together with its passionate attitude, its amazing enthusiasm for solving problems, and its high level of professionalism.
Gianluca Degliesposti
Executive Director Server&Storage EMEA
Eurosport is truly delighted with its business relationship with Riccardo Tafà, who has become extremely popular, thanks to his detailed knowledge of the sports marketing sector and his highly diligent attitude to work.
Francois Ribeiro
Commercial Director
Passion and Expertise are the features that I have found in RTR since the very beginning. Serious and reliable professionals but also very helpful, nice and open-mind people, willing to listen and compare different ideas. All the values in which RTR believes make this agency a partner, not just a supplier, a partner with whom we have had the opportunity to achieve significant commercial results in term of success and image.
Luca Pacitto
Head of Communication
We have been working with RTR Sports Marketing for over 10 years. The objectives and the programmes of collaboration continue to be renewed and to grow with mutual satisfaction. I believe RTR is a team of great professionals led by Riccardo Tafà, who I consider a manager of exceptional skills and with a great passion for his work.
Lucio Cecchinello
Team Principal
I have known and worked with Riccardo Tafà since 1995 when we collaborated for the first time on a project for the Williams Formula 1 team. Several clients followed. After leaving Williams to work for Gerhard Berger then owner of the Toro Rosso F1 Team, I turned again to Riccardo to seek his help in finding a tool supplier for the team and Riccardo duly obliged with an introduction to USAG, a partnership with Toro Rosso which endured for five years. I recently started a new role as Group Commercial Director for the renowned Andretti Autosport organisation and I find myself working with Riccardo once again on a number of interesting projects. Why has this relationship with Riccardo endured ? He’s smart, knows the commercial side of sport inside out and back to front and he’s honest and trustworthy. Riccardo Tafà is a “doer” not a “talker”: in over 20 years I have never had a dispute either with him or with a company that he has introduced and each partnership introduced by Riccardo has delivered quantifiable ROI to rights holder and sponsor alike. I can think of no better testimonial of Riccardo’s diligence, knowledge, contact base and hard work than that.
Jim Wright
Group Commercial Director
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