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By Emanuele Venturoli| Posted March 2, 2015 | In Formula1, MotoGP, Sport News, Sport Sponsorship, Sports Marketing
McLaren driver Fernando Alonso will miss the season-opening round of the 2015 Formula One World Championship after a crash during pre-season testing. The Spanish driver suffered a concussion after an unusual crash which knocked him unconscious at turn 3 of the Circuit de Catalunya. He spent two nights in hospital following the crash, before being advised by doctors to not rush back into the cockpit.
“Having performed an exhaustive series of tests and scans – some of them as recently as yesterday evening – McLaren-Honda driver Fernando Alonso’s doctors have informed him that they find him asymptomatic of any medical issue; that they see no evidence whatsoever of any injury; and that they therefore describe him as entirely healthy from neurological and cardiac perspectives alike.” said the team in a statement released today,
“However, Fernando’s doctors have recommended to him that, following the concussion he sustained in a testing accident at the Circuit de Barcelona-Catalunya on February 22nd, for the time being he should seek to limit as far as is possible any environmental risk factors that could potentially result in his sustaining another concussion so soon after his previous one, so as to minimise the chances of second impact syndrome, as is normal medical procedure when treating athletes after concussions. In order to limit those environmental risk factors, specifically, his doctors have advised that he should not compete in the imminent Australian Grand Prix meeting, which will take place on March 13th, 14th and 15th.”
McLaren have already announced that reserve driver Kevin Magnussen, who raced for the team in 2014 and scored a podium in his first Grand Prix at Albert Park, Melbourne, will replace Alonso for the event before handing the car back to Alonso for the Malaysian Grand Prix two weeks later.
“Fernando has understood and accepted that advice, and the two McLaren-Honda cars will therefore be driven in Australia by Fernando’s team-mate Jenson Button and the team’s test and reserve driver Kevin Magnussen,” the Statement continued,
“Fernando’s doctors acknowledge that he feels fit and well, and that he regards himself as ready to race, and, that being the case, they are comfortable with the fact that he has already recommenced physical training, with a view to preparing for a return to the cockpit of his McLaren-Honda car for the Malaysian Grand Prix meeting on March 27th, 28th and 29th. Indeed, his doctors are supportive of that ambition, satisfied as they are that he sustained no damage whatsoever during his testing accident on February 22nd.
“All at McLaren-Honda fully support Fernando’s decision in respect of his doctors’ advice.”
McLaren revealed shortly after the crash that they believed windy conditions were to blame for the accident rather than mechanical failures or electrocutions:
“His car ran wide at the entry to turn three – which is a fast uphill right-hander – allowing it to run onto the Astroturf that lines the outside of the track. A consequent loss of traction caused a degree of instability, spitting it back towards the inside of the circuit, where it regained traction and struck the wall side-on.” said the team at the time,
“Our findings indicate that the accident was caused by the unpredictably gusty winds at that part of the circuit at that time, and which had affected other drivers similarly (e.g. Carlos Sainz Jnr). We can categorically state that there is no evidence that indicates that Fernando’s car suffered mechanical failure of any kind. We can also confirm that absolutely no loss of aerodynamic pressure was recorded, which fact indicates that the car did not suffer any aerodynamic loss, despite the fact that it was subjected to a significant level of g-force. Finally, we can also disclose that no electrical discharge or irregularity of any kind occurred in the car’s ERS system, either before, during or after the incident.
“That last point refutes the erroneous rumours that have spread recently to the effect that Fernando was rendered unconscious by an electrical fault. That is simply not true. Our data clearly shows that he was downshifting while applying full brake pressure right up to the moment of the first impact – something that clearly would not have been possible had he been unconscious at the time.”
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
The online platform where you can discover the latest trends, strategies and insights from the exciting world of sports marketing.
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