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 July 4, 2022 | In Formula 1, Marketing Sportivo
What is Formula 1 for ? And, conversely, what are MotoGP, Formula E and the other top motorsport series for? Yet another answer to that question, perhaps the most important one, came yesterday from the Silverstone circuit in England’s Northamptonshire.
Literally four seconds have passed since the start of the 2022 Formula 1 British Grand Prix when, from the back of the frame, an upside-down car speeds across the screen in a shower of sparks. It is immediately a red flag and, for a few seconds, it is even difficult to understand what has happened. Cameras search the chaos of the start, Ocon, Vettel, Russel, Bottas, Gasly, Albon: they’re all in it. Doing the count of who is missing, the one in the barriers down there has to be Zhou Guanyu’s Alfa Romeo.
The accident is the usual mishmash of unpredictability, bad luck, and a bit of someone’s miscalculation. By the usual singular celestial geometry, Vettel touches Albon, who hits Russell, who in turn with his wheel hits the Chinese man’s wheel: the car spins like the proverbial slice of buttered bread and continues -at that point without brakes- its race against the bottom of the track, and then performs one last, very dangerous, pirouette.
After a few very long minutes of silence, while the circuit waits with its heart on its sleeve, the first news came: the pilot is fine, conscious. At the end of the race we will see him conversing with his team in the pit lane. He is smiling. And does not have a single scratch on him.
November 29, 2020, Sakhir circuit, suburbs of Manama, former emirate of Bahrain. When, on the first lap of the Bahrain Grand Prix, Romain Grosjean’s Haas leaves the track at 250 mph and crashes into the guardrail exploding into a fireball, all the worst nightmares of the circus condense black and heavy on the Gulf State.
Thirty eternal seconds pass and the driver is there, stuck in the burning sheet metal, as the fire blazes around him. The FIA cuts off the live feed, help rushes to the scene of the accident, and then, the unbelievable: out of the cloud of smoke and flames emerges the silhouette of Grosjean, who jumps the glowing carcass and -still smoldering- runs away from the disaster. He is saved. The whole world breathes a sigh of relief and catches its breath after witnessing one of the worst accidents in the last decade of motorsport.
The next morning, the medical records arriving from Bahrain Hospital look like a sip of fresh water: the Swiss-born driver suffered burns on his wrists and ankles, but nothing broken. Not even a cracked rib. His smiling photo is the most beautiful gift on this Monday morning.
When in late 2015 the FIA decided to make public its design for the Halo (the driver protection system, consisting of a three-post structure attached above the cockpit of the car) from much of the racing world came the inevitable rising of shields.
That the structure was unsightly, ruined the very spirit of racing and prevented drivers from seeing well ahead were just some of the arguments brought to the table by detractors –timeo danaos et dona ferentes- already forgetful of the terrible accident that cost the life of Jules Bianchi in July.
Criticism, for once, did not stop the FIA from moving forward with experimentation and making Halo mandatory from the beginning of 2018 for Formula 1, Formula E, Formula 2, Formula 3 and Formula 4 (from 2021). After the initial flush, and as is always the case, even the harshest critics had to quiet down: the pilots actually could see just fine, and even the eye had become accustomed to that singular object mounted up there. I mean, let’s keep him.
The Halo is really just one of the latest safety-related introductions to come to Formula 1. The Circus -but not only- has pushed hard to make mandatory protective measures capable of witnessing scenes like yesterday’s without having to mourn the dead.
Those who cry miracle after the Silverstone and Bahrain accidents make the great mistake of not recognizing jurisprudence to the perfect synergy of safety cells, fireproof suits, HANS systems, carbon chassis, roll bars, Halo and so on.
It is an interesting and paradoxical-but also magical-combination because it is underpinned by a seemingly nonsensical question, “Can you run 22 cars at 280 mph on a nine-meter wide track in total safety?” The answer, much to the chagrin of those for whom we would still run with leather caps and no seatbelts, is that we have to try.
To answer the question posed at the beginning of this article, it is necessary to remember that the top motorsport series is the great icebreaker ship that marks the way for the entire automotive industry.
The introductions of Formula 1, MotoGP, Formula E, WRC and so on come “cascading” to everyday cars and motorcycles, making not only higher performance but safer mobility for everyone. Seat belts, monocoque chassis, autonomous suspension, traction controls, technical fabrics and safety devices are just a few of the hundreds of measures designed for the track and transferred to the road.
These are all “sweet” introductions that the industry transfers to production cars and motorcycles after having successfully tested them for years in the extreme conditions of racing and having now absorbed their research and development costs.
Very pragmatic matters, then, and which place-this is obviously the opinion of the writer-motorsport in a realm far removed and different from traditional sports. A realm that has very tangible and widely spread propagations, that dances in a constant ballet between entertainment, business and research, that skillfully mixes passion and foresight, and that-above all and despite impressions-always has man before machine at the center of its mission.
In short, that Zhou Guanyu and Romain Grosjean emerged unharmed and on their own legs from these incredible accidents is not only good news for Formula 1 fans, but for all of us. That’s what it’s for.
Photo: Clive Mason – Formula 1 | Formula 1 | Getty Images
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.
The online platform where you can discover the latest trends, strategies and insights from the exciting world of sports marketing.
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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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