Last week we had the honour of presenting the book biography of Emilio de Villotaby Alfredo Filippone and published by Motorpress Iberica.
This is a book that, beyond narrating the adventures of a Spaniard trying to make a place for himself in the then inaccessible world of Formula 1 at the end of the 1970s, takes us back to a time when Spain as a country was trying to open up to the world and the difficulties that it entailed for sportsmen and sportswomen and sponsoring companies to make a place for themselves in the global concert.
Emilio laid the foundations for the talent of drivers such as Carlos Sainz - author of the book's prologue - and Fernando Alonso to flourish and for Spanish companies to believe in sports sponsorship as a marketing tool. Because Emilio, beyond his worth as a driver, was one of the main pioneers of sports marketing in Spain. Many years before concepts such as 'merchandising', 'branded content', 'promotional tours' or sponsorship activations in the media were common currency, the Madrid-born Emilio was a pioneer in developing many of the fundamentals of sports sponsorship.
It should be borne in mind that at that time there were only two television channels and, of course, no races were broadcast. Despite this, Emilio managed with audacity and tenacity to always offer a good return on investment to his sponsors, as well as to create the first Spanish Formula 1 team in history, and to become the first professional racing driver of his time.
The book can be purchased at newsstands or through the online shop of motorpress ibérica. Click on the following link https://youtu.be/HkUZ3fc0IFs you can watch a video of the event with statements from the protagonist of the book, as well as Alfredo Filippone the author and María Wandosell CEO of Motorpress Iberica as editor.