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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 Riccardo Tafà| Posted July 12, 2023 | In Formula 1, Formula1
In the annals of Formula 1 racing, one figure stands out as both a bright meteor that flashed across the sky and a haunting presence, forever etched into its fabric. Jochen Rindt, the charismatic Austrian with an insatiable thirst for speed, is a figure that encapsulates both the romance and tragedy of motorsport. His life was a powerful symphony composed of brilliant performances, cruel twists of fate, and an untimely end that left an unfillable void in the heart of F1.
Born in 1942, Rindt lost his parents during World War II and was brought up by his grandparents in Graz, Austria. Despite the odds, this initial tragedy seemingly shaped his fearless approach to racing.
His natural talent was unmissable. A self-taught driver, he thrived in situations that would make other drivers flinch. One wow fact that many overlook is that Rindt never went through formal karting or single-seaters series, jumping right into racing with an old Simca. He rocketed through the ranks of motorsport, making his name in Formula 2 before moving into Formula 1.
His F1 career kicked off in 1964 with a small, privately entered Brabham. The same fearlessness that marked his ascension continued to be his signature in Formula 1. He took his maiden win at Watkins Glen in 1969, driving for Lotus. This victory was followed by a successful 1970 season where he achieved five Grand Prix wins. His aggressive yet skillful driving, epitomized by his late-braking technique, left spectators and competitors in awe.
Rindt was a fan favourite, not just for his racing prowess, but also for his rebellious personality off-track. Known as a man of the people, he despised the commercial aspects of F1, something that made him an anomaly compared to the corporate-driven sports personalities of today. He once said, “I don’t drive for pleasure. I drive for money; racing’s my job.”
But the forces that pushed him to the edge on track would also bring his downfall. Tragically, on 5th September 1970 during the Italian Grand Prix weekend at Monza, his Lotus ploughed into a guardrail during practice, leading to fatal injuries.
In a hauntingly poetic turn of events, Rindt was crowned posthumous World Champion, making him the only driver in F1 history to achieve this. His dream was realised, but he wasn’t there to bask in its glory. In the shadow of his untimely death, he had become a legend.
Comparing Rindt and his contemporaries with the drivers of today, several distinctions stand out. Back then, racing was raw, unfiltered, and fraught with danger. The lack of safety measures made it a high-stakes gamble every time a driver strapped into the cockpit.
In contrast, today’s F1, governed by stringent regulations and advanced technologies, while still dangerous, is significantly safer. The drivers of today, while equally talented, operate in a more clinical, corporate environment. The thrill of the sport remains, but it’s now complemented by the commercial aspect of sponsorships and global marketing strategies.
I must say that the evolution of F1 from the Rindt era to now presents a fascinating study in brand building. The sport has become a multi-billion dollar global spectacle, largely due to the infusion of big-name sponsors, sophisticated marketing, and an emphasis on making the sport more accessible to fans worldwide.
Yet, despite the glamour and sheen of modern F1, the tales of drivers like Rindt hold a certain allure. They remind us of a time when the sport was untamed, when the personalities were as raw as the racing itself. They underline the human aspect of the sport that sometimes gets overshadowed in the corporate enormity of today’s F1.
In conclusion, while F1 has made impressive strides in safety, commercialisation, and global reach, the legacy of drivers like Jochen Rindt is crucial in keeping the romantic essence of the sport alive. Rindt, with his raw talent and tragic fate, remains an embodiment of the spirit of Formula 1 – audacious, passionate, and undeniably human.
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.
Managing Director for RTR Sports, Riccardo graduated in law at the University of Bologna. He began his career in London in PR, then started working in two and four-wheelers. A brief move to Monaco followed before returning to Italy. There he founded RTR, first a consulting firm and then a sports marketing company which, eventually, he moved back to London.
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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
The online platform where you can discover the latest trends, strategies and insights from the exciting world of sports marketing.
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