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 Silvia Schweiger| Posted July 12, 2023 | In Formula 1, Formula1
Formula 1, often recognized as the pinnacle of motor racing, has always enthralled fans worldwide with its high speeds, remarkable technical precision, and intense rivalries. However, it has also been under continuous scrutiny for its environmental footprint. The noise, emissions, and pollution associated with F1 have led to a cloud of misconceptions enveloping the sport. It’s crucial to debunk these myths and shed light on the reality behind Formula 1’s environmental impact.
Often, the finger is pointed at the high-speed, petrol-guzzling F1 cars as being the primary contributors to carbon emissions and, subsequently, environmental pollution. While it’s undeniable that these machines do contribute, it is far from being the biggest culprit.
The truth is, the carbon emissions from all the F1 cars on the track account for less than 1% of the total carbon footprint of the sport. This figure includes the emissions from the entire race weekend, including testing and practice sessions. The majority of emissions (around 45%) stem from logistics – the transportation of team equipment, personnel, and F1’s vast traveling circus to the 20+ races held globally each year. Another significant portion (approximately 27.7%) comes from personnel travel and accommodation.
Formula 1 has been testing its own eco-friendly paddock power station at the Austrian Grand Prix to reduce carbon emissions. In an effort to achieve net carbon zero status by 2030, the power station used sustainable sources like hydrotreated vegetable oil (HVO) biofuel and solar panels. Located at the Red Bull Ring, the power station supplied energy to the paddock, garages, and pitlane. F1 aims to decrease emissions by approximately 90% with this initiative, potentially reducing CO2 output from 200 to 10 tonnes. The trial in Austria will determine if this model can be implemented at future events, supporting F1’s commitment to sustainability.
Some critics argue that F1, with its high-octane sporting spectacle, offers little to no contribution to the broader sphere of sustainable innovation. This viewpoint, however, is deeply flawed.
In reality, F1 has been a breeding ground for cutting-edge technology, some of which have significant implications for sustainable motoring. The sport has pioneered advancements in energy recovery systems, such as the Kinetic Energy Recovery System (KERS) and the Energy Recovery System (ERS), both of which are now essential elements in the design of hybrid vehicles. Furthermore, F1 has been a leader in developing lightweight materials and efficient aerodynamics, both of which can greatly improve the fuel efficiency of road cars.
Another widespread misconception is the perceived lack of effort by F1 in reducing its carbon footprint. Yet, this could not be further from the truth. Formula 1 announced its ambitious plan to achieve net-zero carbon emissions by 2030. This comprehensive plan includes logistical operations, travel, and on-track activity. Moreover, by 2025, all F1 events aim to be sustainable, with a focus on eliminating single-use plastics and ensuring all waste is reused, recycled, or composted.
On the track, F1 cars have been using hybrid power units since 2014, which significantly cut down emissions. Additionally, Formula 1 is pushing for a move to biofuels, with an aim to have a fully sustainable fuel in the sport by 2025.
The emergence of Formula E, the fully electric racing series, has led to calls for F1 to abandon petrol engines entirely. However, this perspective oversimplifies the challenge.
F1 and Formula E serve different purposes. Formula E aims to advance electric vehicle technology and promote the adoption of electric vehicles. F1, on the other hand, is about pushing the boundaries of automotive technology, regardless of the power source. It is important to remember that, as of 2021, around 98% of the world’s vehicles are still powered by internal combustion engines (ICEs). Therefore, advancements in ICE technology, like improving fuel efficiency and developing sustainable fuels, can still have a substantial immediate impact on global emissions.
The world of Formula 1 is no stranger to environmental scrutiny, and while some criticism is valid, much of it is based on misconceptions. It’s crucial to recognize the strides the sport is taking towards sustainability, from pioneering green technologies to ambitious carbon neutrality goals.
As fans, it’s our responsibility to foster informed discussions about the sport we love. By dispelling these myths, we can appreciate not just the on-track battles, but also the off-track efforts F1 is making towards a more sustainable future. We should encourage the sport to keep pushing these boundaries and hold it accountable in its pursuit of its environmental commitments. Only then can we truly enjoy the spectacle of F1, knowing that the thrill of speed doesn’t have to come at the cost of our planet.
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.
Associate Director, Executive Marketing and Commercial at RTR Sports Marketing, a London-based sports marketing company specializing in motorsport for over 25 years. Without sports, life is boring
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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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