By Emanuele Venturoli| Posted January 1, 2024 | In Formula1
By Emanuele Venturoli| Posted January 1, 2024 | In Formula1
Mercedes AMG Petronas Formula One Team, known for its success in the turbo-hybrid era, is one of the most dominant teams in recent F1 history. Founded in 1954 as Daimler-Benz, Mercedes returned to F1 in 2010, becoming a works team in 2012.
The team has since won multiple Constructors’ Championships, particularly during the period from 2014 to 2020 when Lewis Hamilton dominated the sport, securing seven World Drivers’ Championships. Mercedes’ technical prowess, led by key figures like Toto Wolff and James Allison, has made it a major player in both car development and race strategy.
The team’s partnership with major sponsors like Petronas and Ineos reflects its strong commercial presence. As of 2024, Mercedes continues to evolve, focusing on refining its car to compete with rivals like Red Bull Racing, which has dominated the recent seasons. With drivers such as Lewis Hamilton and George Russell, Mercedes remains a team to watch for both technological advancements and competitive racing.
Red Bull Racing has evolved from an underdog team to the dominant force in modern Formula 1. Founded in 2005 after Red Bull acquired Jaguar Racing, the team’s rapid rise culminated in four consecutive Constructors’ Championships from 2010 to 2013, with Sebastian Vettel securing four Drivers’ titles. After a period of challenges, Red Bull Racing returned to the top in 2022 with the emergence of Max Verstappen as a dominant driver. The team’s partnership with Honda has been pivotal, with their power units providing a major competitive edge.
Under the leadership of Christian Horner, Red Bull Racing’s commitment to innovation, aggressive race strategies, and exceptional driver talent has made it a dominant force in recent seasons.
In 2024, with Verstappen leading the charge and a strong second driver lineup, Red Bull is poised to continue its reign. Key sponsors, including Oracle, Mobil 1, and ByBit, reflect Red Bull’s strong commercial partnerships, further cementing its place as one of the most exciting teams in F1 history. Red Bull Racing’s focus on precision, adaptability, and continuous improvement keeps them at the forefront of Formula 1.
McLaren Racing, one of Formula 1’s most prestigious teams, has a history that stretches back to 1963. The team has won numerous Constructors’ and Drivers’ Championships, most famously with Ayrton Senna and Alain Prost.
McLaren has long been associated with cutting-edge engineering, technical innovation, and legendary driver lineups. After a period of rebuilding in the 2010s, McLaren returned to competitive form in the 2020s, with significant progress in both performance and reliability. With Lando Norris and Oscar Piastri driving for the team in 2024, McLaren is aiming for its first title since 2008.
Under the leadership of CEO Zak Brown and technical director James Key, McLaren has developed a strong partnership with key sponsors, such as Dell Technologies and Pirelli, helping them fund their ambitions for future success. The team’s iconic papaya-colored cars are a staple on the grid, and their continued focus on technical development, combined with the talented driver roster, makes McLaren a team to watch in 2024.
The team remains a formidable force in both strategy and performance, pushing towards a return to the front of the F1 grid.
Scuderia Ferrari is the most storied and successful team in the history of Formula 1, with a legacy that spans back to the sport’s inception in 1950. Known for its passionate fanbase, iconic red cars, and rich heritage, Ferrari is the team that all others strive to emulate.
The team’s history includes 16 Constructors’ Championships and 15 Drivers’ Championships, with notable drivers like Michael Schumacher, Niki Lauda, and Alberto Ascari leading the team to glory. Despite recent years of inconsistency, Ferrari remains one of the top teams in the sport, continually striving for its first title since 2008. Under the leadership of Mattia Binotto (and later Frederic Vasseur), Ferrari has focused on improving its car’s performance, particularly in terms of power unit efficiency and aerodynamics. As of 2024, the team has a competitive car and a promising driver lineup, including Charles Leclerc and Carlos Sainz. With major sponsors like Shell, Santander, and Pirelli, Ferrari continues to be a major force both on and off the track. Ferrari’s commitment to excellence ensures that they remain one of the most respected teams in the sport.
Alpine, the rebranded identity of Renault’s F1 team, was launched in 2021 to bring a fresh era of competitiveness to the sport. Despite a challenging start, Alpine has shown significant improvement and ambition in recent years, quickly becoming one of the mid-field heavyweights. With a focus on innovation and cutting-edge engineering, Alpine has consistently developed strong power units and a competitive chassis.
The team is a regular contender for podiums and points finishes, with its sights set firmly on returning to the top of the grid. In 2024, Alpine is fielding talented drivers, including Esteban Ocon and Pierre Gasly, both of whom are eager to secure strong results for the team. The team’s headquarters are in Enstone, UK, and its strong ties to French manufacturer Renault give it a unique identity in Formula 1. Alpine’s major sponsors, including BWT and Pirelli, reflect the team’s strategic commercial alliances. The team’s goal is to consistently challenge for race wins and eventually fight for a Constructors’ Championship, and their 2024 car is a major step in that direction.
Aston Martin Cognizant Formula One Team is one of the most exciting stories in modern F1. After its rebrand in 2021, the team has steadily improved, thanks in part to the leadership of team principal Mike Krack and the investment from Lawrence Stroll’s consortium. With the 2023 season seeing a major leap in performance, Aston Martin has proven it can compete with the best, taking several podium finishes and challenging for race victories.
Their partnership with Red Bull Technology provides a strong foundation for their car development, particularly in terms of aerodynamics and chassis design. In 2024, with Fernando Alonso and Lance Stroll at the wheel, Aston Martin is poised to further its ambition of becoming a championship contender. Their technical partnership with suppliers like Cognizant, Aramco, and Pirelli shows their commitment to high performance both on and off the track.
Aston Martin’s luxury heritage, combined with cutting-edge technology and innovation, ensures that the team is firmly positioned as one of the sport’s emerging forces. Their focus on precision engineering and relentless development continues to set them on a path to compete for titles in the near future.
Williams Racing is one of Formula 1’s most iconic and successful teams, with a history rich in success, innovation, and iconic drivers. Founded by Sir Frank Williams in 1977, the team has won 9 Constructors’ Championships and 7 Drivers’ Championships.
However, after dominating the sport in the 1980s and 1990s, Williams struggled in the 2000s and 2010s. Following a challenging period of underperformance, the team has entered a new era under new ownership, with significant investment and an ambitious new approach. As of 2024, Williams is focused on returning to competitive form, with a car designed to improve race performance and reliability.
With drivers Alex Albon and Logan Sargeant/Franco Colapinto in the cockpit, Williams aims to break into the midfield and challenge for regular points finishes. The team’s strong partnerships with companies like Gulf, Pirelli, and Duracell reflect its continued commitment to excellence. Despite the challenges of recent years, Williams remains a team with a proud history, and their efforts to rebuild and return to glory are setting them on a promising trajectory for the future.
The Haas F1 Team, founded in 2014 by American businessman Gene Haas, quickly became one of the most recognized names in Formula 1. As an American-owned team, Haas brings a unique identity to the sport, blending cutting-edge engineering with a pragmatic approach to racing. Over the years, the team has developed a reputation for strong partnerships, particularly with Ferrari, which provides power units and technical support, allowing Haas to focus on car development and strategy.
Despite not yet securing a podium finish, Haas has consistently competed in the midfield, with standout performances in the early seasons, particularly in 2018 when they finished 5th in the Constructors’ Championship. The team has faced challenges, particularly with car development, but continues to improve with each passing year.
As of 2024, with experienced drivers Kevin Magnussen and Nico Hülkenberg leading the team, Haas is determined to push for consistent points finishes and further climb the standings. Known for its partnership with major sponsors like Pirelli, MoneyGram, and Palm Angels, Haas has also earned a reputation for its cost-effective approach to racing. With a focus on continual development, Haas F1 is determined to grow its presence and make a greater impact in Formula 1, aiming for more competitive performances in the seasons ahead.
Visa Cash App RB, the sister team to Red Bull Racing, was established in 2006 as Toro Rosso, a team designed to nurture young driver talent and act as a proving ground for Red Bull’s future stars. The team rebranded to AlphaTauri in 2020, aligning with Red Bull’s fashion brand. Over the years, the now-branded Visa Cash App RB team has delivered a number of standout performances, including their 2020 victory in Italy with Pierre Gasly.
The team focuses on developing a strong technical partnership with Red Bull Racing, while also aiming to compete for points regularly. With a driver lineup of Yuki Tsunoda and Nyck de Vries, and later Daniel Ricciardo and Liam Lawson in 2024, AlphaTauri is once again prioritizing development, working closely with Red Bull on both car performance and race strategy. Their long-term goal is to continue improving and become a consistent presence in the midfield.
Major sponsors such as Orlen and Pirelli reflect the team’s focus on both commercial growth and technical advancements. With a focus on innovation and youth development, AlphaTauri remains a team to watch for emerging talent and competitive performances.
The Stake F1 Team Kick Sauber enters the 2024 Formula 1 season with a bold and dynamic presence on the grid. As a rebranded version of the Sauber F1 team, this partnership brings a fresh and exciting chapter in the team’s long history in the sport. The team, known for its strong technical foundation and innovative engineering, continues to work closely with its key partners, including Stake.com, a major cryptocurrency and sports betting platform, to enhance its competitive edge both on and off the track.
In 2024, Sauber remains focused on developing a fast, reliable car with the aim of securing consistent points finishes and challenging for podiums. The team’s partnership with Alfa Romeo and its commitment to developing strong power units and cutting-edge technology ensures that they are well-equipped to compete with mid-field teams and push towards the upper ranks. With talented drivers such as Valtteri Bottas and Zhou Guanyu, the team is positioned for growth, focusing on continuous development and car optimization.
Backed by key sponsors like Pirelli, Huawei, and Hewlett Packard Enterprise, Stake F1 Team Kick Sauber is committed to its long-term goals of competing for victories and maintaining a sustainable future in the sport. Their focus on innovation, precision, and teamwork remains at the heart of their efforts in 2024.
Partnering with RTR Sports, a leader in sports marketing and sponsorship strategy, is your gateway to creating a successful and impactful sponsorship presence within the world of Formula 1. With its deep expertise and long-standing connections within the F1 ecosystem, RTR Sports offers brands a tailored approach to entering one of the most high-profile and dynamic motorsports in the world. F1 sponsorship offers unparalleled visibility through global broadcasts, trackside exposure, and association with some of the most innovative and passionate teams and drivers in the world.
RTR Sports guides you through every stage of the sponsorship process, from identifying the right team or property that aligns with your brand’s values and objectives to negotiating partnerships that maximize your return on investment. Whether you’re looking to partner with a top-tier team like Mercedes or Red Bull Racing, or engage with emerging teams like Alpine or Aston Martin, RTR Sports ensures your brand’s visibility resonates with a dedicated global fanbase, both at the track and through digital channels. With F1’s growing presence in emerging markets, particularly in Asia and the Middle East, RTR Sports helps brands harness the power of Formula 1 to connect with new audiences across multiple demographics.
Additionally, RTR Sports focuses on more than just logo placement. They help you design integrated marketing campaigns that activate sponsorships across digital platforms, social media, and experiential events. This allows you to engage with consumers at a deeper level, creating memorable, authentic experiences. With RTR Sports, your brand will be equipped with a well-crafted strategy to leverage the full potential of Formula 1 sponsorship, turning it into a powerful tool for global brand growth and recognition.
Experience the power and put your brand in front of millions with motorsport sponsorship. Whether it's Formula 1, MotoGP, NASCAR, IndyCar, or WEC, RTR Sports give your brand the opportunity to appear on television at the most prestigious race tracks in the world.
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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.
The online platform where you can discover the latest trends, strategies and insights from the exciting world of sports marketing.
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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
October 1, 2025
Formula 1 as a marketing platform for car manufacturers Since its very inception, Formula 1 has been more than just a sporting contest. For car manufacturers, it has long served as a high-sta[...]
Read More
September 24, 2025
The 2026 Formula 1 season represents a transformative moment for both the sport and its commercial ecosystem. With a radical overhaul of technical regulations, teams will compete in vehicles [...]
Read More
September 4, 2025
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