By Emanuele Venturoli| Posted November 20, 2024 | In Formula 1
By Emanuele Venturoli| Posted November 20, 2024 | In Formula 1
In 2024, the landscape of sponsorships in motorsport has continued to evolve, with increasingly innovative and engaging initiatives. Here is an overview of the 5 most creative sponsorships in motorsport in recent years and the lessons we can learn from them.
Red Bull Racing ‘s partnership with Oracle has revolutionized fan interaction through the use of artificial intelligence (AI). Oracle has provided advanced data analysis tools, enabling the team to better understand fan preferences and deliver personalized content. This collaboration improved both on-track performance and audience engagement, creating a more immersive experience for fans. Lesson learned: Integrating technology into sponsorships can amplify fan engagement, turning spectators into active participants.
The collaboration between Petronas and Mercedes-AMG demonstrated how a sponsorship can positively influence technical performance and brand image. Petronas has provided advanced lubricants and fuels, contributing to the team’s successes. In addition, the focus on sustainability reinforced both companies’ commitment to cleaner energy solutions. Lesson learned: A significant technical contribution within a sponsorship strengthens the brand image, turning it into an active partner in the team’s success.
Mission Winnow, an initiative of Philip Morris International, partnered with Ducati in MotoGP to promote innovation and change. The campaign focused on discussions regarding the future and technology, without directly promoting a product. This approach redefined the brand’s public image, creating a narrative that went beyond the track. Lesson learned: Sponsorships can influence brand perception, allowing even brands with controversial narratives to reposition themselves positively.
Heineken launched a campaign in Formula 1 with the message “When You Drive, Never Drink,” promoting responsible behavior among motorsports fans. Using F1 icons in commercials, the campaign combined the glamour of racing with an important social message, reaching millions of people through various channels. Lesson learned: Sponsorships that embrace social responsibility build an authentic connection with the public, tying the brand to positive messages.
The partnership between ABB and Formula E represents one of the most visionary sponsorships in motorsport. ABB, a leading automation and energy solutions company, has used the Formula E as a platform to promote its commitment to electrification and sustainability. The decision to sponsor an exclusively electric competition was consistent with the company’s values of innovation and clean technology. Formula E, with its city race format and focus on innovation, offered ABB the opportunity to demonstrate the potential of its solutions, from fast charging systems to energy management technologies, in a practical way. This sponsorship not only allowed ABB to increase its visibility, but positioned the brand as a pioneer in the future of sustainable mobility. Lesson learned: Being consistent with one’s corporate values within a sponsorship is key to building authenticity. ABB was able to use Formula E to tell its story, not only as a sponsor but as an active partner in defining the future of motorsport and mobility.
Sponsorships in motorsport in recent years have taught us that effectiveness lies not only in brand visibility, but in the ability to tell a story, create authentic connections and make a meaningful contribution to the world of racing. Whether it is sustainability, technological innovation or social responsibility messages, the campaigns that have had the greatest impact have been those that have gone beyond simple branding and become an integral part of the motorsport narrative. Motorsport offers a unique platform for telling stories of innovation, speed and passion. The most creative sponsorships leverage these qualities to create memorable experiences that not only engage fans, but set new standards for the entire industry. Companies that manage to authentically and meaningfully insert themselves into the racing world not only gain visibility, but build lasting relationships with audiences, proving that motorsport is more than just a sport: it is a powerful tool for communication and human connection.
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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 motorsport sponsorship 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. Motorsport 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.
Motorsport 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 motorsport sponsorship agency like RTR has an objective, 360-degree picture of the scenario and can tell you what is really best for you: which racing series, 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 motorsport 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 motorsport marketing project, you need an agency that knows how to use sponsorship to engage the fanbase online, 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 motorsport 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.
View our blog
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