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By Emanuele Venturoli| Posted March 4, 2015 | In Formula1, MotoGP, Sport News, Sport Sponsorship, Sports Marketing
Manor Marussia F1 Team have revealed that they are ‘ready to race’ in the Formula One 2015 season opening round in Australia next weekend after their modified 2015 specification car successfully passed the FIA’s mandatory crash test. The team took to Twitter earlier today with the message: “Our big news of today is that we have now passed the FIA crash tests. Well done team! That’s it – we’re all set for Melbourne!”
The team have made stark and almost shockingly impressive strides to get in the position where they are able to compete next weekend if you take into account the team’s position at the start of 2015. In January it was looking like Marussia were gone for good after the full list of creditors was revealed and an auction to sell off cars and parts was organised. This was cancelled at the last minute when the possibility of competing in 2015 arose with newly announced backer Stephen Fitzpatrick of OVO Energy and interim chairman Justin King. The team then sought permission to compete using a 2014 car, which was denied by team’s such as Force India. They then set about modifying the 2014 car so that it would comply with the 2015 regulation changes, before completing a deal with Ferrari to supply engines and a deal with Will Stevens to driver the first of two cars. The team will introduce a full, new 2015 car later on in the season. The team are yet to confirm their second driver or car design as of yet.
“It’s the 2014 car with a very high degree of carry over, and then some really quite clever engineering solutions to make sure it is fully compliant with the rules.” Said Manor sporting director Graeme Lowdon The nose is different and the chassis has to be modified, with added zylon safety panels. Some very clever engineers have used their time and solved their technical problems to deliver us a fully legal car but with a very high degree of carry over due to the time scale.”
With the announcement that the team would begin the year with a modified 2014 car, it has been bought into question whether or not the car will be fast enough to qualify within the the 107% rule; where drivers must be within one second of the fastest time in the first qualifying session in order to take part in the race.
“We understand that some of this performance [multiple-second improvements from other teams in testing over the winter] is made up from the new tyre compounds that Pirelli are bringing, which of course we will be using as well. We’re going to understand much more about this the first time we run,” said Fitzpatrick on the issue of qualifying in Melbourne,
“As soon as we’re ready to bring through the 2015 package in the first half of the season to the grid we will be doing it. Right now the story is one of survival and understanding exactly what we need to do to stay alive – that’s been the last three months. We are going to enjoy being on the grid. I don’t think we’re particularly concerned about the 107 per cent rule for qualifying when we look at the combination of the tracks and also the performance that we were getting to at the end of last season.”
The first race meeting of the 2015 season gets under-way next Friday (13th March) with the first two practice sessions for the Australian Grand Prix at the Albert Park street circuit.
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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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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