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By Emanuele Venturoli| Posted September 9, 2014 | In MotoGP, Sport News, Sport Sponsorship, Sports Marketing
The 2014/2015 Formula E world championship is unique in the fact that it races entirely on street circuits in some of the world’s most famous cities.
The championship will get under-way this weekend in Beijing, China. The circuit is situated around the city’s iconic Bird’s Nest Olympic Stadium. A combination of 90 degree left and right turns, tight chicanes and long straights will make the circuit ideal for overtaking. The pit-lane will also be a unique challenge, as it features a U-shaped bend in the middle. Here is Audi Sport Abt driver Luca Di Grassi’s thoughts on the Beijing circuit:
“The Beijing track is an amazing facility. For the drivers, it will be a tremendous challenge to learn the limits of this track quickly, as well as to understand the best overtaking opportunities. The most obvious places are likely to be Turns 1, 2, 6, 19 and 20. The circuit will also require lots of traction and braking stability, while the energy recuperation at braking zones will help to stabilise the car. Also, it will be our first ever race, so all the drivers will be raring to go! The pit lane is also unique and requires some special practice to get right, also because drivers have to switch cars in their pit box.”
The championship then heads to Malaysia’s Putrajaya circuit, a 2.5km, 12 turn circuit featuring a combination of different corner styles. 2 long straights to aid slip-streaming, as well as long sweeping corners and tight hairpins will make for an interesting race, a thought shared by Audi Sport driver Daniel Abt:
“Malaysia is a very special country for racing. The track layout looks very interesting and has a lot of different corners. You have a chicane at Turn 1 after the main straight which gives a good first opportunity for overtaking and slipstream battles. Then you have a mix of slow and medium speed corners which is good for keeping the field very tight and will ensure close racing. I think the next very good overtaking spot will be T6 which is in front of the Fan Zone and should give the spectators a great view of the action. T9 meanwhile reminds me of the very tight hairpin at Macau. All in all the layout looks really promising and will for sure provide great racing.”
December see’s the drivers head to South America for the Punta del Este circuit in Uruguay. The tight and twisty circuit previously used for Touring Car races is often referred to as the Monaco of South America. The 2.8km circuit features a backdrop of the Playa Brava beach and is made up of medium straights and tight corners. Juan Manuel Lopez was the circuit South American to test a Formula E racing car. He gave his thoughts on the Punta del Este circuit:
“It’s a very nice location, next to the sea and the beach. I think the best overtaking places would be in the first chicane after the start/finish straight and in Turn 5 under braking. There are many places where the track is not that wide too, so it’s going to be a place where you really need to keep your concentration. The surface of the road is very different in places, meaning there is more grip in certain parts of the track, but the Formula E cars are well prepared for that kind of transition. They run very high off the ground and with a bit of work on the set-up it will be ok.”
The championship remains in South America for the start of 2015 at the Buenos Aires Circuit in Argentina. Former F1 driver and Mahindra Racing Formula E driver Bruno Senna gives his opinions of the track: “Looking at the track, you have to say it’s got a good combination of corners. There’s a chicane, some high-speed turns with a change of direction and slow-speed as well. It’s impossible to tell from the map about undulation, but I think that it could make for an interesting race and it will be fun to drive. I think the main overtaking point will be into Turn 1 under braking, or maybe into T4 or even T5. T7 is a possible passing point too, so it does lend itself to some potential overtakes, but we’ll have to see when we get there.”
The next round on Valentines Day 2015 has not yet been announced. The round following this in March will see the drivers take to the streets of Miami. A number of host cities, like Miami, have been confirmed, but have not had their route finalized as of late. Updates on the routes of all the unconfirmed Formula E circuits will be announced here on RTR Sports in due course.
April will see the drivers head to the famous Long Beach, a site usually known for it’s current IndyCar and past Formula One events. The east circuit will be used instead of the full, but Long Beach will still remain a challenging event on the Formula E calendar. Formula E ambassador Gil de Ferran gives us more information on the 7th round:
“Long Beach is an iconic track. It is the most famous street circuit in North America and is a little bit of a tradition in American motorsport. It says a lot for Formula E that it is racing at such a venue. The track layout Formula E will use is more similar to the old layout than the current IndyCar version. It’s obviously a little bit shorter, but the southern end of the track is the same as it’s always been and it’s a very interesting part of the circuit with the famous hairpin leading into the straight. There’s a lot of time to be gained or lost at that end of the track – and I speak from personal experience!
“Also the two right handers at the north end of the track, especially the one at the end of the straight (turn 5), will provide great passing opportunities. The whole layout looks very ‘racy’. With the exception of one corner in the southern end, Long Beach is super wide, which is why traditionally you have such good racing there, because people can get side-by-side. It’s going to be interesting to see from a strategic perspective where the drivers are going to make the use of the boost to overtake each other. If you make it on one straight you can be attacked back on the next straight, so that’s going to be fascinating.”
From one historic circuit to another, the Formula E circus heads to the streets of Monaco, just a few weeks before the the famous Formula One Grand Prix. It is likely that the race will take place on the Grand Prix layout, but this remains unconfirmed as of yet. The final two rounds of the season also have unconfirmed circuit layouts and will see the season come to a close in Berlin and London.
For more information on the calendar for the Formula E championship, featuring interactive circuit maps, visit the Official Formula E website: https://www.fiaformulae.com/en/
Tomorrow’s fourth and final part of the RTR Sports Formula E season preview will see us take a closer look at the teams and drivers who will take to the circuit this weekend for the inaugural round.
Read Formula E Sponsorship Agency too.
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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