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 November 11, 2021 | In Formula 1, Marketing Sportivo, Sponsorizzazioni Sportive
Last October 15, the Formula 1 announced the provisional calendar for the upcoming 2022 season. It promises to be a super-exciting season, in every sense of the word: a record 23 races that will take place around the world, with some welcome returns and some new features. As with the 2021 season, the championship will kick off in Bahrain on March 20 and end with the Abu Dhabi Grand Prix on November 20.
Dates | Grand Prix | Venue |
---|---|---|
20 March | Bahrain | Sakhir |
27 March | Saudi Arabia | Jeddah |
10 April | Australia | Melbourne |
April 24 | Emilia Romagna | Imola* |
8 May | Miami | Miami** |
22 May | Spain | Barcelona* |
May 29 | Monaco | Monaco |
12 June | Azerbaijan | Baku |
June 19 | Canada | Montreal |
3 July | United Kingdom | Silverstone |
July 10 | Austria | Spielberg |
July 24 | France | Le Castellet |
31 July | Hungary | Budapest |
28 August | Belgium | Spa |
4 September | Netherlands | Zandvoort |
September 11 | Italy | Monza |
25 September | Russia | Sochi |
2 October | Singapore | Singapore* |
9 October | Japan | Suzuka |
23 October | USA | Austin* |
October 30 | Mexico | Mexico City |
November 13 | Brazil | Sao Paulo |
November 20 | Abu Dhabi | Abu Dhabi |
The Coronavirus pandemic has greatly impacted or conduct of races in the past two years, especially in terms of the calendar. That is why the returns of such beloved circuits and races as the Australian Grand Prix at the Melbourne track, the Canadian Grand Prix at Montreal’s Villeneuve, the Japanese Grand Prix, and the Singapore Grand Prix have importance. However, the still unstable situation and continuing uncertainties over travel restrictions have forced the circus not to include China in the current 2022 provisional: Shanghai, for the third consecutive year, will not host Formula 1. It will return-or rather continue-to racing instead at the historic Imola racetrack in Italy, with the Grand Prix of Emilia Romagna set for April 24.
The real, and much anticipated, change is the inclusion of the Miami Grand Prix scheduled for May 8. The first of the two races in America, it will take place around the Miami Dolphins’ Hard Rock Stadium, with the U.S. Grand Prix at the Circuit of the Americas scheduled for October instead.
It has raised some doubts, especially among the insiders, the presence of two groups of 3 consecutive races; an incredible effort for the teams and drivers, but they have had to accept hoping that it will not become a rule. Let us remember that the presence of the World Cup in November also has a decisive weight on the definition of calendars and forces Formula 1 to end the championship in November, before the World Cup.
The triple headers currently planned are: Great Britain, Austria and France in July; Belgium, the Netherlands and Italy in August/September; Russia, Singapore and Japan in September/October.
Next season will also see the return of the Singapore Grand Prix and the shortening of the Monaco Grand Prix weekend from four days to three, with the return of Friday, which solitamente in Monaco was a day off (traditionally, Friday is market day in Monaco). Media activities would then take place on Wednesday, Free Practice 1 and 2 on Thursday, then FP3 and qualifying on Saturday and the race on Sunday.
Another new feature of note is confirmation of sprint qualifying for a third of the races. The system was tested in 2021 at the British and Italian Grand Prix and will be confirmed for the next calendar as well. The result will certainly be a more entertaining show for fans throughout the weekend, with traditional qualifying starting on Friday afternoon.
Formula 1 president and CEO Stefano Domenicali said, “We are thrilled to announce the 2022 calendar as we prepare to enter a new era for the sport with new regulations and cars for next year designed to create more hard-fought races.” It is certainly an ambitious project that clearly had to adapt to the current global situation, but it is also a rich program of races for spectators at home to enjoy an unprecedented spectacle.
The year 2022 will be the longest calendar in the history of motorsport’s top formula. An organizational, sporting, logistical, and media commitment that is unprecedented in the history of motorsport and will -juggling- force additional effort from teams, organizing bodies, and sports marketing agencies. It is yet another step in an evolutionary process that the circus is trying to take in order to regain the ground lost in the past years, to further expand its boundaries and to win new slices of the public, taking them away from other forms of entertainment.
Changes to the calendar are not the only weapon with which Domenicali and his people are preparing to face the future. 2022 also sees a substantial revolution in car design: simpler, easier to pass, safer and more sustainable. Tires, wings, and airflow are being reshaped to provide cleaner, fresher, more linear air for the chasing cars, maximizing the ease of overtaking and consequently the spectacle on the track. Visually, too, another world. At the same time, upgrades to fuels and a general simplification of design should ensure a rise in sustainability, both environmental and economic, both of which are two issues often circled in red on the circus priority agenda.
It is hard to say whether all this is a revolution or an evolution. Among the skeptics there are already those who say that it is turning a recipe that basically worked into a snza fondant mess. Among the enthusiasts, on the other hand, there is the smile of those who see a sport that is not afraid to face modernity by changing and progressing. What is certain is that from the 2022 calendar we will be faced with a very different Formula 1 and in which the values on the field will go -once again- to be rediscussed. All that remains is to wait.
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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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
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