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 Emanuele Venturoli| Posted October 24, 2014 | In Formula1, MotoGP, Sport News, Sport Sponsorship, Sports Marketing
Bernie Ecclestone has confirmed today that both Caterham and Marussia will not race in the United States Grand Prix next weekend at the Circuit of the Americas in Texas. Both teams are understood to be in extreme financial difficulty.
It emerged earlier this week that in the wake of Caterham going into administration, Ecclestone has given special dispensation for the team to miss both the USA and Brazilian rounds of this season with a possible return cited for the final round in Abu Dhabi. Caterham staff have been advised not to return to work until a deal to sell the Leafield-based team has been finalised. It was announced on Friday that the team had been given permission to miss the upcoming two events while a new owner is sought.
It has now also emerged that Marussia are in a similar situation to their constructors championship rivals. Whilst they will miss the US round, it is unknown as to whether they will miss Brazil or Abu Dhabi. This dispells the hopes of Marussia reserve driver Alexander Rossi who may have made his F1 debut at his home race in the place of injured Jules Bianchi. Marussia’s absence also makes it possible for Sauber to steal their 9th place in the constructors championship, which Marussia currently hold having secured 2 points in Monaco earlier this year.
The financial issues are not just limited to the Caterham and Marussia teams as Sauber and Lotus have struggled over the last few years. We’ve also seen HRT leave F1 prior to last year’s season and the ill-fated USF1 team never even turn a wheel prior to 2010. This unfortunate event means that we will only have 18 cars on the grid in America for the first time since 2005. Talks of possible 3 car teams are likely to resurface as they had done earlier this year:
“We have a regulation that says if we lose three teams the other teams will run three cars,” Ecclestone confirmed earlier this year, “I would rather see Ferrari with three cars, or any of the other top teams with three cars than having teams that are struggling.”
The three-car team suggestion has been met with both support and criticism. Former F1 driver and pundit Martin Brundle recently voiced his distaste at the idea:
“They’ll get some prize money but they need a lot more than that to run an F1 team – at this level maybe £60 million or such like. I don’t like the idea of three-car teams. I would much prefer there are 12 strong two-car teams.”
Team principals have also been vocal in their disapproval, such as Force India’s Vijay Mallya
“I am a firm believer that every effort should be made to ensure that all teams, big and small, survive and race – that is part of the DNA of Formula 1,” he said, “But the regulations and the agreements do provide that if the grid is less than 20 cars then participating cars will run a third car. I hope it will never come to that, as I said I think the DNA of F1 should be preserved.
“I will repeat once again that I will try and persuade the decision makers and the commercial rights holders that they should look very seriously at a more fair and equitable revenue share model so that we do not have to answer such questions all the time.”
There are some possible benefits to having three-car teams however. The competition in races would ramp up as there would be more front-running cars. It would also make the first qualifying session more important as the possibility for a major scalp would increase. Most importantly however, it would ensure that we have 24, well funded, competitive cars on the grid instead of 18. This number could even get higher with the addition of Haas Formula One Team and Forza Russo in 2016 along with a rumoured entry by Audi that has been talked about this week.
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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