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By Riccardo Tafà| Posted November 6, 2023 | In Formula 1, Formula1
Considered one of the greatest drivers in the history of Formula 1, Alain Prost with his 4 world titles was the protagonist of some of the most electrifying rivalries in the 1980s and 1990s. Unforgettable duels with Lauda, Mansell and
Senna
who wrote some of the most exciting pages of racing.
Born in 1955 in France, Prost began his career in karts at age 14; in 1973 he won both the French Junior and World Junior championships while in 1974 he was French champion in the Elite category. He switched to single-seaters in 1976 and immediately won the Formula Renault championship, imposing himself in all but one race. The year 1978 saw Prost compete in Formula 3, and in 1979 he won both the French and European championships. His talent is so crystal clear that Jackie Stewart calls him“the new Jacky Ickx.” In 1980 came his F1 debut with McLaren, immediately Prost began to score points, the car’s lack of competitiveness, however, made him accept an offer from Renault where he arrived in 1981. It was the year of consecration and he won the first career success that earned him the nickname“Little Napoleon.” The season ended with two more wins and a fifth place in the final standings. In 1982 and 1983 Prost confirmed that he was a star of the first magnitude and again with Renault won a total of six grand prixs that placed him fourth and second in the world championship, respectively.
In 1984 Prost returned to McLaren and set up an epic challenge with
Niki Lauda
. The Austrian wins the title in extremis by half a point. In ’85, the roles were reversed, the numerous reliability problems affecting Lauda paving the way for Prost’s first World Championship. A duality made of great mutual respect, as Lauda himself emphasized, “He is the most complete driver I have ever met.” The following seasons saw Prost confirm himself as champion in 1986 and finish fourth in 1987.
When McLaren hired Ayrton Senna in 1988, one of the most passionate rivalries in F1 history began. The two champions are at polar opposites in terms of style and approach to races, which both faced with a knife between their teeth. The first round went to Senna, who won the F1 World Championship in 1988. The duel between the two stars of the wheel reached its climax in the 1989 Japanese GP, when deliberate contact handed the title to Prost. Despite furious quarrels, Senna admitted, “We were pushing each other to give it our all.” That same year Prost decided to make a change of scenery and left the Woking stable.
In 1990 Prost accepted Ferrari’s challenge, the stellar Mansell – Prost pair was formed. Alain managed to win five races and finish second in the championship, but the relationship with the Maranello team was less solid than the results would suggest. The climax was reached in late 1991 when Prost, at the wheel of an underperforming car, was dismissed from Ferrari because of a statement in which he compared the Maranello red car to a truck, an inevitable dismissal by then DS Cesare Fiorio. Prost found himself out of F1 despite being in the prime of his career, a transition that cost him a one-year sabbatical in 1992, spent between Ligier F1 testing and TV commentary for TF1.
After this interlude he returned in 1993 to his true passion, winning his fourth world title with Williams and retiring permanently as a Formula 1 driver.
With 51 wins, 106 podiums and 4 World Titles with two different teams Prost holds several records. His fluid and effective style between corners earned him the nickname “Professor.” He studied setup, tires and trajectories thoroughly before each race at a time when much room was still left for flair and improvisation. While Senna, perhaps more talented and instinctive, drove with his heart he minimized mistakes. McLaren boss Ron Dennis said, “Their combination of talent made us unbeatable.”
From driver to team manager was a short step and Prost decided to embark on a new adventure, He took over the Ligier to which he immediately changed its name and here was Prost Grand Prix, which made its F1 debut in 1997. An ambitious project with about 100 million annual budget. Despite some podiums, and talented drivers such as Truli, Panis, Alesi, Heidfeld just to name a few, they lacked victories. Prost He had to sell the team in 2001, but with no regrets: “It was a wonderful entrepreneurial adventure.”
In addition to Formula 1, Prost has always loved driving, one of his passions being ice racing. The challenge of dominating powerful race cars on circuits with nonexistent grip represented a new test for him.
He then participated in the Andros Trophy championship in 2003, and was second behind Yvan Muller, was third the following year and second again in 2005. 2006 saw Prost again on the bottom step of the podium in the final standings, and finally in 2007 Alain became champion of the series, repeating himself again in 2008. After a string of second places in the following years 2009, 2010 and 2011 in 2012 he wins the category for the third time.
His adaptability and smooth driving enabled him to excel even in low-grip conditions thanks to the driving sensitivity typical of champions. For Prost this digression represented an intriguing challenge, The context was profoundly different from that of single-seaters but he found new stimuli there. A further demonstration of his versatility as a driver even outside the Formula 1 circus.
In addition to his talent as a driver, an often underestimated aspect of Prost is his contribution to technological innovation in F1. From the very beginning, thanks to his scientific mindset, he actively collaborated with engineers to improve cars and strategies. His ability to give precise feedback allowed him to refine solutions that were revolutionary for the time, such as electronics and aerodynamics. Prost understood the importance of taking care of every detail: from weight balance to fuel consumption. A perfectionism that allowed McLaren to dominate the 1980s. He also gave decisive input at Ferrari to evolve the car that enabled him to seize second place in the final championship standings in 1990
Despite his undisputed talent, Prost often had a controversial relationship with the press. His coolness and rationality ill matched the expectations of a passionate champion. Especially compared to Senna’s greater instinctiveness. However, over time the depth of the character emerged. Prost put practicality before bombastic proclamations. He believed in painstaking work, not words. A profile that collides with the French stereotype: genial, methodical, disinclined to extemporaneity. A diversity of approach that has sometimes been misunderstood.
Married twice and the father of four children, Prost has always protected his private life from the spotlight. Passionate about tennis, skiing and sailing, he cultivated these passions away from the racetracks after retirement.
Despite his playboy fame when he was a pilot, away from the racetracks he devoted himself mostly to his family, away from gossip and socialites. A choice of discretion that shines through in his words,“I am a family man, this matters more than any victory.”
Alain Prost will remain in history not only for his 4 World Championships but also for his meticulousness in preparing car and race and his scientific approach to driving. A character who, in spite of this measured approach, always found the strength to give his best when engaged to the bitter end against opponents such as Lauda, Mansell and Senna. A strength of spirit and fierce competitiveness that perhaps ill matched the nickname “Professor”
In conclusion, Prost’s career has been outstanding both in terms of sporting achievement and innovative approach. His legacy goes beyond numbers: he is a model of great technical ability, rationality and foresight. A champion who was able to win on the track and successfully reinvent himself outside F1.
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 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.
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