Sponsorship is an extremely effective marketing tool for companies of all sizes and all industries.
It allows brands to achieve different objectives and bring ROI higher than traditional ADV.
The benefits of sports sponsorship largely arise from the positive qualities of sport.
As consultants from each and every sports sponsorship agency will tell you, sport is international, it is gender transversal, rules are the same everywhere and it overcomes cultural barriers. Also, it has a strong emotional component. All these elements of sport can be leveraged to fully express the potential of a MotoGP Sponsorship.
Sports sponsorship is effective because it is inclusive and non-intrusive. It overcomes the consumer defense barriers, and it is effective in enriching a product/service with the qualities of a discipline.
WHAT IS MotoGP
MotoGP is the maximum expression of two-wheeled motorsport, the oldest championship among all motorsport disciplines, in which the fastest riders in the world compete on the most iconic and demanding tracks.
MotoGP is also an effective mobile marketing and communication platform: the competition lasts almost ten months, touching 4 continents and 15 countries year after year.
MotoGP stands for positive values, such as passion, speed, technology, research and development, team effort, dynamism, excellence, internationality.
WHY BE A SPONSOR: 1 – VISIBILITY
MotoGP is one of the most followed sports in the world: international visibility, TV coverage in over 200 countries thanks to the numerous broadcasters ensuring outstanding quality and content transmission, media and press from all corners of the globe. In summary, if we had to describe MotoGP in one word, it would certainly be “international”.
On top of that MotoGP has a huge following also on all the most used digital platforms such as Facebook (13 Million followers), Instagram (10.7 Million), YouTube, and Twitter (3 Million) for the championship alone. The numbers go through the roof if we take into account every team and every single rider.
MotoGP offers numerous opportunities in terms of visibility. Motorcycles, riders, boxes, trucks, team clothing, structures: these are some of the elements used to show their logos by the companies that each year choose MotoGP as their main means of marketing and communication.
WHY BE A SPONSOR: 2 – IMAGE RIGHTS FOR COMMUNICATION AND MARKETING
Through sponsorship, you can acquire a vast number of rights and opportunities: you can say “I am a sponsor of Team X”, use that logo on your communication activities, use the photos of the riders and motorcycles for press campaigns, posters, videos, web, etc. In summary, the moment in which a company becomes a sponsor in MotoGP coincides with the beginning of a new communication path made up of opportunities that weren’t there before.
This concept also has a positive impact on social networks, with many companies using sponsorship as a part of their storytelling.
Furthermore, sponsorship also paves the way to other activities such as fan engagement, promotions, competitions, contests, and so on.
WHY BE A SPONSOR: 3 – B2B OPPORTUNITIES
Sponsorship activity in MotoGP means being part of a restricted club in which dialogue and conversation with other companies are not only facilitated but enriched by a dynamic and exclusive sport context.
One of the first objectives of the teams is to make the sponsors talk and do business with each other.
Teams understand that in order to build loyalty among their partners it is imperative that they make business. One can say that for any business deal facilitated by the team there is a contract extension or renewal attached.
In order to promote that, MotoGP has created the MotoGP VIP Village, precisely with the aim of giving companies and sponsors a reserved and exclusive space in which to talk, surrounded by the best that MotoGP can offer. The MotoGP VIP hospitality, in fact, consists of a restricted access area for companies and their representatives who will be able to enjoy unique services such as a gourmet restaurant/bar, paddock tours, and of course, the possibility of interacting directly with others sponsor in the most exclusive and luxurious area of the track.
WHY BE A SPONSOR: 4 – POSSIBILITY OF ACTIVATION
As we know, for a marketing and communication strategy to be effective, it must be followed by activations. Activations are all the actions necessary to ensure that the marketing campaign expresses its full potential. In this sense, MotoGP offers numerous opportunities. On-field activations, such as setting up stands within the commercial areas or the presence of riders at conventions/fairs, are all tools used by numerous companies within the paddock.
The use of the show bike, the preparation of corporate hospitality in the paddock or at the VIP Village, consumer’s promotions: these are just some of the activation possibilities frequently used by companies and sponsors in MotoGP and they are becoming more and more frequent among the companies present in the paddock.
WHY BE A SPONSOR: 5 – REPOSITIONING OF THE BRAND
For a company, being a sponsor in MotoGP also means enjoying the positive values that surround the paddock. Combining your brand with a valuable property such as a team or riders allows you to raise the value and perception of your brand. “If it is good for MotoGP, it is also good for the road and for common use”: As the highest expression of sport, globality, and visibility, MotoGP will always be a good choice to give good perception and credibility to your brand. It’s an automatic and subtle form of endorsement that comes with the sponsorship.
CONCLUSION: HOW TO BE A SPONSOR
As cool and fundamental as it is for the development of your brand, being a sponsor requires some thought and planning. Indeed, it requires a precise study and development program. Sponsorship will never be a quick, simple and straightforward path, but it will need patience, adaptability, and problem solving skills.
Sport is a very peculiar environment to work in. For this, it is necessary to avoid mistakes. It is always good to rely on a sports sponsorship agency, which not only saves time and money but will always indicate the best way to go and will represent, however, a trusted shoulder to rely on for your sponsorship business.
Author Bio – Riccardo Tafà was born in Gulianova, graduated in Law at the University of Bologna, and then decided to follow his deep passion for the sport. After attending the ISFORP (public relations training institute) in Milan he moved to England, where he began his career in PR, first at MSP Communication and then at Counsel Limited in London. Soon after that, he moved to SDC, a Belgian outfit headed by Jean Paul Libert, and started working with motorsport: the year is 1991. Following a brief transition to Monaco, where he flanked the owner of Pro COM, a sports marketing agency founded by Nelson Piquet, he returned to Italy and began working in the first person as RTR, a first consulting firm, and then sports marketing company.
In 2001 RTR wins the ESCA award for the implementation of the best MKTG sports project in Italy in the year 2000. RTR also obtains the highest score among all the categories and represents Italy in the European Esca Contest. Over the years he gets some satisfaction and swallows some bitter pills. But he is still here, he writes in a disillusioned and simple way, with the goal of providing practical advice and food for thought.