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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 Emanuele Venturoli| Posted April 26, 2023 | In Formula 1, Formula1
Starting with the Baku Grand Prix in Azerbaijan 2023 (Baku Circuit, April 28-30, 2023), the Saturday of the
Formula 1
changes face again, making way for a standalone day in which the Sprint Shootout and Sprint Race find their place. The top motorsport series, for the six “sprint” events scheduled throughout the season, thus arrives with a revolutionary format that is already causing discussion and dividing the public and fans.
The big innovation introduced by the Circus lies precisely in the Sprint Shootout Qualifying, a mini-qualifying session dedicated to deciding the starting grid for the sprint race. Sprint Shootout qualifying will take place on Saturday morning, following the tripartite logic of traditional qualifying, albeit with shorter times: SQ1 will last 12 minutes, SQ2 will last 10 minutes instead, and SQ3 (the last stage) will last 8 minutes. In terms of tires, all teams will have to use three sets of new tires for the three phases, medium compound for SQ1 and SQ2 and soft compound for SQ3.
The Sprint Shootout will only serve to determine the starting grid for the 100-kilometer race to be held on Saturday afternoon itself. The – obvious – intention of the organizers is to thus make Saturday “sprint” a day in itself, usable independently of the rest of the weekend.
In this regard, there was no shortage of discussion about penalties-both those to be served and those that may have accumulated during Sprint Race and Sprint Shootout. At present, the main provisions are as follows:
Sprint Race scoring does not change with the introduction of the Sprint Shootout. Points are awarded for the top 8 qualifiers and are equivalent to placement: 8 points to first place, 7 to second place, 6 to third place, and so on.
Confirmed at the moment, along with the Baku weekend, the other “sprint” dates of the 2023 Formula 1 season:
April 29 | Azerbaijan GP |
July 1 | Austrian GP |
July 29 | Belgian GP |
October 7 | Qatar GP |
October 21 | US GP |
November 4 | Sao Paulo GP |
An official statement issued on April 25 by the combined FIA / Formula 1 states that “Following the discussion held at the F1 Commission in February, the FIA, Formula 1 and all teams set themselves the goal of studying how to improve the Sprint format to increase the level of intensity on the track during the weekend, ensuring that as many sessions as possible would result in a competitive sporting outcome. As a result of this mandate, the sport’s advisory committees and key Formula One stakeholders presented a set of recommendations that aim for a Sprint format that exists separately within a Grand Prix weekend and does not cause Sprint to determine the grid for Sunday’s main event, offering more “risk” through reduced practice times and providing a greater incentive for drivers to race hard on Saturday. All parties involved are convinced that this will enhance the spectacle of Sprint weekends and improve the on-track action for fans around the world.”
As expected, the introduction of the Sprint Shootout and this gradual distancing of Saturday’s “Sprint” from the rest of the “traditional” race weekend have raised more than one eyebrow. While it is certain that the spectacle is increasing-two qualifying sessions and two races are an appetizing menu for an enthusiast’s three days at the track-some important issues deserve further study.
The first is the role of free practice, a very important tool for drivers and teams. Free practice is a crucial time of growth especially for those who need to make up lost ground or who are further behind in development and preparation. In that sense, the reduction in noncompetitive track time-especially since private and independent track tests are banned-is a blow to the midfield and younger drivers, who increasingly have to rely on simulators and wind tunnels, hoping that they will suffice.
Likewise, there is thought to be given to the well-being and fitness of squares and riders, who are now forced to put in extra effort both physically and emotionally. In fact, the energies required to cope with races and qualifying, though shorter, are not comparable to that of free practice. A similar debate has been opened -with the same perplexities- in
MotoGP
, where organizer Dorna has placed a Sprint Race alongside each Grand Prix, effectively doubling the number of starts (and some would say also the risk attached to them) for each weekend.
Now, it would be difficult and even wrong to make judgments before the Azerbaijan race begins. Formula 1 is changing, and on several occasions the positive sides of the coin have been seen: a younger and larger audience, new markets won, and a new golden age for the top open-wheel series. Clearly, it is impossible to change by staying the same, and it should come as no surprise that Domenicali and Circus management are willing to be radical even on the sport’s most radical issues.
Where is the boundary that still separates the motorsports elite from a media super product in which the sporting element is no longer central is the real issue at hand. On the rest, as it should be, the track will speak, although there are already those who swear that the first ones to the checkered flag will always be the same, sprint or not.
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.
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 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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