By Riccardo Tafà| Posted November 26, 2024 | In Formula 1, Sponsorizzazioni Sportive, Sports Marketing
By Riccardo Tafà| Posted November 26, 2024 | In Formula 1, Sponsorizzazioni Sportive, Sports Marketing
In the heart of the tranquil green areas of Monza’s Villa Reale, theMonza Autodromo Nazionale stands as a symbol of history and innovation in motorsport. Founded in 1922, it is one of the oldest purpose-built racing circuits in the world, known as the “Temple of Speed” for its high-speed straights and challenging corners. For motorsport fans, Monza represents a unique blend of historical significance and modern racing excitement.
Built in just 110 days in 1922, Monza was the third purpose-built racing circuit in the world, after Brooklands in the United Kingdom and Indianapolis in the United States. Its original design included a combination of road course and oval, including elevated curves that tested men and machines. Over the decades, Monza has been the scene of numerous iconic moments in motorsport history. In particular, the 1971 Italian Grand Prix saw the closest victory in the history of Formula One, with Peter Gethin beating Ronnie Peterson by just 0.01 seconds. This race exemplified the high-speed drama for which Monza is famous. The circuit was also a proving ground for legendary drivers such as Michael Schumacher and Ayrton Senna, whose victories here reinforced their iconic status. Also, in the 2008 Italian Grand Prix, Sebastian Vettelmade history by becoming the youngest driver to win a Formula One race at the age of 21, driving for Toro Rosso. These moments, among others, solidified Monza’s reputation as a theater of speed and a melting pot of motorsport legends.
The layout of Monza underwent several transformations to balance speed with safety. The original circuit featured a 10-kilometer course that combined a street circuit with a high-speed oval. However, after several fatal accidents, including the tragic 1933 race that killed three drivers, changes were made to reduce speed and improve safety. The introduction of chicanes, such as the Variante del Rettifilo and the Variante Ascari, added technical complexity to the track. Despite these changes, Monza remains one of the fastest circuits on the Formula One calendar, with cars reaching speeds in excess of 350 km/h on the main straight. The circuit’s current configuration is 5.793 kilometers long and includes 11 corners that test drivers’ skill and precision.
In early 2024, Monza embarked on a significant modernization project to improve safety, performance and the spectator experience. The circuit underwent a complete asphalt resurfacing, the first complete asphalt renovation since its inauguration. This 21 million euro investment aimed to provide a smoother and more uniform running surface, addressing wear and tear accumulated over decades. The resurfacing was completed in time for the 2024 Italian Grand Prix, introducing a darker, smoother asphalt that presented new challenges for drivers and teams. Pirelli engineers inspected the new surface in early August, sharing data with the FIA and teams to prepare for the changed track conditions. In addition, changes were made to the circuit’s kerbs, some of which were flattened or reshaped to improve safety. These changes sparked discussions among drivers, with some expressing concerns about the impact on the character of the track and the effects on car handling. Modernization efforts also included improvements to spectator facilities, with the goal of improving the overall experience for fans attending circuit events.
Attending a race at Monza is an exciting experience, offering a variety of ticket options to suit different preferences and budgets. General admission tickets offer access to several grassy areas around the track, ideal for fans who enjoy the flexibility of moving between different vantage points. These tickets are often the most affordable, making them popular with visitors who want to soak up the atmosphere without spending a fortune. For those seeking a more premium experience, grandstand tickets offer reserved seating with excellent views of key sections of the track, such as the start/finish line or the first chicane. Grandstand ticket prices vary by location and event, with the Italian Grand Prix usually requiring higher prices due to its popularity. VIP packages are also available, offering exclusive access to hospitality areas and behind-the-scenes experiences. It is recommended to purchase tickets in advance, as race weekends at Monza are highly sought after and can sell out quickly.
Walking around the Monza Circuit area can be an exciting part of your experience during race weekend, but it pays to be prepared. The circuit is extensive, so familiarizing yourself with a map of the venue is advantageous. Landmarks such as grandstands, entry points, and amenities such as restrooms and food kiosks are worth noting. Signage around the circuit is generally clear, but it is helpful to plan your route in advance, especially if you have specific areas to visit. It is advisable to arrive early to avoid crowds and to secure a good spot if you have general admission tickets. The walking trails are well marked, but it is essential to wear comfortable shoes because of the distances between different sections. Keeping an eye on the schedule of events can also help you manage your time effectively, making sure you don’t miss key rides or activities. With a little planning, navigating the Monza Circuit can be easy and enjoyable.
When attending a race weekend at the Monza Circuit, being prepared can make the experience more enjoyable. Given the outdoor setting, it is important to dress appropriately for the weather. Light clothing and a hat are recommended for sunny days, while a waterproof jacket and sturdy footwear are essential if rain is forecast. The circuit’s wide layout means you will likely be on your feet for long periods, so comfortable shoes are a must. Bringing a pair of earplugs or noise-reducing headphones is also a good idea, as the sound of high-speed racing can be quite intense. A backpack can be useful for carrying essentials such as sunscreen, snacks and a reusable water bottle,
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Managing Director for RTR Sports, Riccardo graduated in law at the University of Bologna. He began his career in London in PR, then started working in two and four-wheelers. A brief move to Monaco followed before returning to Italy. There he founded RTR, first a consulting firm and then a sports marketing company which, eventually, he moved back to London.
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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 motorsport sponsorship 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. Motorsport 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.
Motorsport 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 motorsport sponsorship agency like RTR has an objective, 360-degree picture of the scenario and can tell you what is really best for you: which racing series, 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 motorsport 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 motorsport marketing project, you need an agency that knows how to use sponsorship to engage the fanbase online, 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 motorsport 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.
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