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 September 19, 2023 | In Formula 1, Formula1
Tires are one of the most fascinating, debated and important objects in Formula 1. Always the focus of rule changes, design changes and engineering attention, tires are the only point of contact between the spectacular Formula 1 single-seaters and the
circuits on which the world championship is run.
This consideration, only seemingly trivial, carries with it some fundamental corollaries. First, different tracks and different conditions require different tires. Second, the efficiency that various teams manage to create according to various tires concurs with the success-or otherwise-of said team in each Grand Prix.
For several years, F1 tires have been manufactured and supplied by Pirelli. The Milanese giant, which has been designing and manufacturing the world’s fastest tires as an exclusivist for years, offers the championship 5 types of dry weather tires and 2 types of wet weather tires.
P Zero dry weather tires, characterized by a smooth surface, or slick, are divided by degrees of softness: the C1 compound is the hardest, while the C5 is the softest. At each round of the Formula 1 calendar, Pirelli chooses three of these five compounds to supply to the teams and divides them into three colors: red the softest, yellow the medium, and white the hardest.
There are only two wet tires, which Pirelli calls Cinturato, instead: intermediate, characterized by green color, and full wet, characterized by blue color.
The hardness of the compound is extremely important. A harder tire will offer less grip but last longer in terms of degradation, while a soft tire will allow more performance but have higher wear. The balance between these different characteristics greatly affects the outcome on the track.
Each Formula 1 team receives tire sets from Pirelli for the two cars entered in the event. Each driver has 13 total sets of slick tires for the entire weekend, divided as follows: 2 sets of hard tires, 3 sets of medium tires, 8 sets of soft tires. For the same weekend, Pirelli also provides each driver with 4 sets of intermediate tires and 3 sets of wet tires.
During free practice on Friday and Saturday, each driver must return two sets of tires to Pirelli after the FP1, two sets of tires after the FP2 and two more sets of tires after the FP3. At the end of these operations, each driver is left with seven total sets of tires.
At the end of free practice, the cars face qualifying, for which each driver has a set of the softest compound to face Q3, which is the last part of qualifying that decides the top 10 on the grid. Those who qualify for Q3 will be obliged to return this set, while all other drivers can keep it for the race. It is a small advantage given to those who start further back, who thus have an extra set of soft tires at their disposal.
Beginning with the 2022 season, and unlike before, all F1 drivers are allowed to choose which tires to use at the start, regardless of the compound with which they faced qualifying.
In the case of a dry race, however, the rules require that each driver change at least one compound during the course of the grand prix and thus always use at least two of the three types of dry tires brought by Pirelli to the race.
This makes a tire change essential, not only to switch to a fresher tire, but also to switch to a different type of tire. This detail is fraught with pitfalls, as cars that perform very well on soft rubber will not necessarily have the same results on harder tires, or vice versa.
It is again good to remember that in Formula 1 different tires have not only different performance, but also different durations. The choice of different tires requires teams to devise dedicated and ever-changing pit stop strategies: those who start on soft compound will be forced to stop earlier, while those who choose harder tires will be able to postpone the pit stop.
Although Pirelli tells the teams what the optimal performance ranges are for each compound and gives guidance on the duration of stints (i.e., the period of the race in which a car is in the race without interruption), each race wall decides for itself when to stop its driver during the race depending on the strategy studied.
One of the moves that F1 strategists can play in this challenge is the undercut. By “undercut” we define the choice to call the driver to the pit lane for a tire change one or two laps before the scheduled stop, thus getting ahead of the rivals. In this way, when exiting the pits, the driver will find himself with fresh tires and thus higher performance in comparison with opponents who are still running on slower, soft compound.
Of course, this strategy also has some downsides. The first -as is easy to guess- is that the driver who plays the undercut card will have more ruined rubber and therefore slower at the end of the race, since he will have mounted it before his opponents. Second, the chances of running into traffic or missing the opportunity to take advantage of a possible safety car.
Finally, the undercut is opposed by the overcut, or reverse maneuver. The overcut in Formula 1 is to purposely stop a few laps beyond the scheduled stop, to make sure you have an advantage in the final stages of the Grand Prix with fresher tires.
On “sprint” race weekends drivers are free to choose whichever compound they prefer to tackle the race. Typically, given the short duration of the Sprint Race, all teams on the grid opt for the softer tires, which provide more performance at the expense of higher wear.
Unlike the traditional Grand Prix, in the Sprint Race drivers are not required to pit stop to change tires, and they can finish the race on the same tire they started with.
For the Sprint Shootout, i.e. qualifying for the sprint race, SQ1 and SQ2 must be approached compulsorily with a new set of medium tires, while SQ3 must be approached with a set of soft tires, but these do not have to be new.
Like every other ingredient in this incredible sport, the tires in Formula 1 encapsulate an extraordinary level of technology and sophistication. The tires that these exceptional single-seaters mount must be able to withstand tremendous acceleration, deceleration and stress, while at the same time providing a very high level of grip.
To ensure this performance, however, tires must be prepared, warmed up, and used intelligently and technically, and these are also the aspects that distinguish great drivers from champions.
The regulations that manage the use of tires have refined over the years to become the complex system of rules and corollaries that we know today and that has been described in the lines above. There is debate among practitioners and fans about the need to have such stringent regulations that are so difficult to digest, and above all, constantly changing. Where some complain that the difficulty is too high, alienating the casual fan and preventing him or her from understanding what is going on, others respond that Formula 1 is par excellence the sport of complexity and that such regulatory tools serve to build and then ensure competitiveness on the track.
As always, difficult to determine which of the two schools of thought is the correct one. What is certain is that tires and their management, perhaps more than any other detail, are now capable of deciding the fate of a Grand Prix and sometimes a season, and that they remain in the collective imagination one of the most vivid symbols of this incredible sport.
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.
The online platform where you can discover the latest trends, strategies and insights from the exciting world of sports marketing.
View our blogApril 3, 2025
In Formula 1, the engine is not merely a component; it is the heart of the car, dictating performance, efficiency, and the competitive edge. The evolution of F1 engine specs reflects a r[...]
Read MoreMarch 20, 2025
Ground effect has long been a game-changing aerodynamic principle in Formula 1, dramatically altering how cars generate downforce and perform on the track. In this blog, we’ll explore t[...]
Read MoreMarch 19, 2025
The world of motorsport is undergoing a profound transformation; the FIA F2 and F3 categories no longer represent simple transitional stages to Formula 1, but true laboratories of excellence,[...]
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.
View our blogApril 23, 2025
In the modern world of marketing and advertising, data play a crucial role in optimizing strategies for sponsorship. Companies that are able to effectively collect, analyze, and use data can [...]
Read MoreApril 14, 2025
A natural marriage: technology and MotoGP MotoGP is not just about speed, borderline overtaking and adrenaline. It is also one of the most advanced technological platforms in the world. Every[...]
Read MoreApril 8, 2025
Sponsorship and endorsement are two marketing strategies designed to boost brand awareness and drive consumer engagement by leveraging different types of partnerships. While sponsorship build[...]
Read More