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 January 31, 2015 | In Formula1, MotoGP, Sport News, Sport Sponsorship, Sports Marketing
Preparation for the 2015 Formula One world championship officially got under-way today with the first pre-season test of the year at the Jerez circuit in Spain.
Sebastian Vettel topped the first session of the year with his new team of Ferrari. The German completed a solid 60 laps over the course of the day with a best lap of 1’22.620; 6 tenths of a second faster than the fastest time of all 4 days of Jerez testing last year. It is always important to remember of course that lap-times in pre-season testing are not representative of who will be the fastest this year. Kimi Raikkonen, for example, was the fastest driver in this session a year ago, yet he went on to finish 12th in the standings after a lacklustre year.
Second place on the time-sheets went to Marcus Ericsson in the Sauber. The former-Caterham driver was just over a tenth slower than the works Ferrari team after completing an impressive 73 laps; the joint 2nd largest amount of laps completed during the test. The Swedish driver caused a very brief red flag early in the morning after a spin, but he managed to get back going under his own steam.
The man who completed the most amount of laps was Nico Rosberg in the Mercedes. The reigning champions had the best day of all the teams after completing a staggering 157 laps; a stark contrast to last season when no team managed to break the 100 lap mark. Nico was the leader for the majority of the day after managing to beat last year’s best time at Jerez within the first 90 minutes of running.
The ‘camouflaged’ Red Bull RB11 had a much better first day of running than it’s predecessor last year. Daniel Ricciardo completed 35 laps and held the 4th fastest time compared to a year ago when the RB10 could only manage 3 laps with no registered time. It is understood that Red Bull’s hindrance today was a battery failure followed by an engine related problem later on.
Valtteri Bottas followed Ricciardo with the 5th fastest time for Williams. The Finnish driver matched Ericsson’s feet of completing 73 laps with a best time of 1’23.906. Carlos Sainz had a good first day behind the wheel of the 2015 Toro Rosso. The Spaniard completed 46 laps and was 6th fastest, but his day ended slightly prematurely after his car broke down on track, causing the only significant red flag of the day.
Fernando Alonso admitted at the launch of the McLaren-Honda MP4-30 that it was likely that the first few days of testing would be difficult. “I think the first couple of days with the car we will discover many things and we need to be ready to react to all the problems we may face and be ready with an answer from everybody all together,” he had said. He was proven right today as he was only able to put in 6 laps over the course of the day thanks to the intense packaging of the McLaren. Nevertheless, he tweeted after his running that he was ‘So proud of my team’ for completing their first laps.
Despite a difficult day for the home-hero, Alonso wasn’t the driver at the bottom of the time-sheets. Pastor Maldonado had been scheduled to take part in today’s test, however the 2015 Lotus E23 was still on it’s way to the Jerez circuit as the day drew to a close. The Lotus should make it’s on-track début in tomorrow’s test in the hands of Romain Grosjean. The test will also see the world champion Lewis Hamilton, Daniil Kvyat, Jenson Button and rookie drivers Max Verstappen and Felipe Nasr take to the track for the first time in testing.
Jerez pre-season test day 1 time-sheets:
POS | Driver | Team | Time | Laps |
1 | Sebastian Vettel | Ferrari | 1’20.620 | 60 |
2 | Marcus Ericsson | Sauber | 1’22.777 | 73 |
3 | Nico Rosberg | Mercedes | 1’23.106 | 157 |
4 | Daniel Ricciardo | Red Bull | 1’23.338 | 35 |
5 | Valtteri Bottas | Williams | 1’23.906 | 73 |
6 | Carlos Sainz | Toro Rosso | 1’25.327 | 46 |
7 | Fernando Alonso | McLaren | 1’40.738 | 6 |
8 | Pastor Maldonado | Lotus | No time | 0 |
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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