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 June 26, 2016 | In MotoGP, Motor Racing, Motorsports
Marc Marquez’s brilliant and very important second-place finish in one of the trickiest races in recent years was enhanced by the amazing debut win of Honda satellite rider Jack Miller, who perfectly mastered the second part of the Dutch TT. The lottery that is a MotoGP race run in such challenging conditions ruled out a possible podium finish for Dani Pedrosa, who finished in 12th position after crashing on the first lap of the race’s weather-prompted restart.
The Assen TT originally started approximately one hour after a strong 15-minute downpour had heavily drenched the track. Marc had chosen a hard rear rain tyre, while Dani opted for the softer version. That proved to be the better solution, so although Marc managed to keep a decent enough pace to maintain fourth position in the race’s first phase, Dani was able to steadily recover ground from the back after the rain started again. He had just overtaken his teammate when the conditions became so difficult that Race Direction decided to put out the red flag on lap 15. That meant that the new grid position for the remaining 12-lap race was determined by the classification of the previous lap—lap 14—with Marc in fifth and Dani sixth.
Race 2 got off at 3 p.m., and both Repsol Honda riders went out on the Michelin soft rear rain spec. Marquez started well, entering the first corner first, but he ran wide shortly after and dropped back to third behind Andrea Dovizioso and Valentino Rossi. After the two Italians fell ahead of him and Miller caught and then overtook him, Marc wisely settled for the 20 crucial points that come with second place, thereby extending his championship lead to 24 points over Jorge Lorenzo and 42 over Rossi.
Like many others, Dani was betrayed by the tricky conditions and crashed on the first lap after the restart. He determinedly re-joined the race and was able to finish in 12th, and lies 4th in the standings 17 points down on Rossi.
“Today’s race was one of those in which you can either lose many points or gain them, and you can face it with two mentalities: either you take a risk to gain a bigger advantage, or you focus on finishing the race in order to lose the fewest points possible. The latter is the mentality that the team repeated to me about forty times between this morning and today, and it is exactly what I did. I tried to stay in the top five so as not to drop many points to Valentino [Rossi] and attempted to not make mistakes in order to finish the race. At the beginning of the first race I didn’t feel comfortable and lost touch, but then I was able to recover. I think that stopping the race was a good decision, because it was very dangerous out there. In the second race I started off thinking about pushing a bit more, but everyone was very fast and I decided not to follow Rossi and Dovizioso because they were going too quickly. However, both of them crashed later on. When I saw Jack [Miller] stalking behind me, I knew that he would be going for his first win so I preferred to let him pass and keep a couple of seconds gap between us, as well as a cushion to third place. I did that because with Jorge [Lorenzo] so far back and Rossi out of the race, second place was as good as a victory. In the end, we leave Assen with a bigger lead.
“It’s been a pretty tough weekend but races like today are a lottery. In the first race it seemed that the strategy of running the soft tyre had gone well. At first, when the track was drying, I went slowly, but when it started to rain I upped my pace very quickly while others were at a disadvantage. However, that was when the Race Direction decided to stop the race. I felt unlucky, because it turned out that thinking ahead or trying to pick a different strategy wasn’t beneficial. In the second race I crashed on the first lap, because I had a new rear tyre without too much grip. It has been a difficult Grand Prix but we will try to find better solutions for the next race and regain our feeling in order to go faster.
Honda HRC Press Release
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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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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