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By Emanuele Venturoli| Posted December 10, 2014 | In Formula1, MotoGP, Sport News, Sport Sponsorship, Sports Marketing
McLaren-Honda have finally confirmed that Fernando Alonso and Jenson Button will be their race drivers for the 2015 Formula One world championship. Kevin Magnussen will remain with the team as a test/reserve driver. McLaren will enter a crucial period next year as Honda return as engine suppliers for the team. Alonso and Button are the most experienced drivers on the grid and will provide unparalleled advice for the development of the partnership.
Chairman of McLaren, Ron Dennis confirmed that they had signed Alonso ‘a little while ago’ but wanted to wait until they had signed his team-mate before announcing the news to the media.
Fernando Alonso: “I am joining this project with enormous enthusiasm and determination, knowing that it may require some time to achieve the results we are aiming for, which is no problem for me. Over the past year I have received several offers, some of them really tempting, given the current performance of some of the teams that showed interest. But, more than a year ago, McLaren-Honda contacted me and asked me to take part, in a very active way, in the return of their partnership – a partnership that dominated the Formula 1 scene for so long.
“McLaren-Honda’s repeated and open desire, perseverance and determination in making it possible for me to join their exciting renewed partnership, have been some of the main factors that made me take this decision, not forgetting the most important factor of all: we share a common objective and expectations, and there is a very solid future, with confidence, ahead.
“I have had in-depth discussions with all the senior people at both McLaren and Honda, I have viewed their fantastic facilities in both the UK and Japan, and it is clear to me that, together, McLaren and Honda are in the process of beginning what is sure to be a long and successful partnership. And I intend to give 100% effort to help make it exactly that.
“Finally, I want to thank the persistence of those who have fought so hard for this to come true. I will do everything in my power to deliver for everyone and for our team, based on a formula that has always worked for me: effort, sacrifice, perseverance and faith. We have time, we have hopes and we have the necessary resources. Let the legend return: that is our challenge.”
Jenson Button: “I am extremely excited to be embarking on my 16th year in Formula 1 and my sixth season for McLaren. Like Fernando, I am certain that McLaren and Honda will achieve great things together, and I feel sure that, working together, all of us will pull incredibly hard to create a brilliantly effective winning team.
“Being a part of new-look McLaren-Honda is a wonderful opportunity for all of us, and I am very pleased to have been invited to do my bit. In fact, I am absolutely raring to go. I am also very glad that Kevin will remain part of the team. He is a very quick driver and a really nice guy.
“Looking forward, I know the Honda guys well, having driven Formula 1 cars powered by their engines from 2003 to 2008. I have a huge amount of respect and admiration for them, and promise to give 100% to make their partnership with McLaren a success. Last but far from least, I am very much looking forward to having a driver as fast and as experienced as Fernando as my team-mate. I am sure we will work extremely well together.”
Ron Dennis: “I am absolutely delighted to be on the threshold of leading McLaren-Honda to a new era of partnership, and I speak on behalf of all at McLaren when I say that. I am equally confident that our colleagues at Honda share that determination and passion to win. As regards drivers, McLaren’s policy has always been to assemble the strongest line-up possible, and in Fernando and Jenson I firmly believe that is exactly what we have.
“We signed Fernando a little while ago, but we decided not to announce the fact until we had also re-signed Jenson as his team-mate. For many reasons our negotiations with Jenson took quite a long time, but, now that they have been concluded, we are confident that our collaboration with him will continue to thrive in the future every bit as well as it has in the past. Make no mistake about it, Jenson is 100% committed to McLaren-Honda, to Formula 1, and to winning.
“As a pair, he and Fernando are supremely experienced. Fernando has started 234 grands prix, has converted 32 of those starts to victories, has stood on a grand prix podium 97 times, and has won the drivers’ world championship not once but twice. He is a class act.
“He is 33 – which, for an athlete as physically fit as he is, constitutes a Formula 1 driver’s professional prime of life. Moreover, he is old enough to be experienced and expert, yet young enough to be enthusiastic and energetic. I therefore firmly believe he will deploy those four e’s – experience, expertise, enthusiasm and energy – to drive forward McLaren-Honda’s on-track success next season and for quite a few seasons to come.
“As for Jenson, at 34, he is every bit as fit as Fernando but even more experienced: he has started 266 grands prix, has won 15 of them, and has stood on a grand prix podium 50 times. He, too, is an ex-world champion, and is one of the smoothest and fastest guys out there.
“To sum up, Fernando and Jenson have started a combined total of precisely 500 grands prix between them – a mighty aggregate – and have won 47 of them. I can safely say, therefore, that we now have by an order of magnitude the best driver line-up of any current Formula 1 team. Finally, I want to thank and pay tribute to Kevin, who has done a great job this season and will continue to be an integral part of our team. He will be our test, reserve and third driver, and remains an excellent prospect for the future.”
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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