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Motorsport Sponsorship and fan Engagement
By Riccardo Tafà| Posted May 7, 2018 | In Sport Sponsorship
By Riccardo Tafà| Posted May 7, 2018 | In Sport Sponsorship
Motorsport Sponsorship and fan Engagement
Can I engage the fans at the track during the MotoGP race week end?
Last year more than 2.660.000 people attended the 18 races of the MotoGP Championship. On average, there were more than 148.000 people at each race: mostly male (80%), the majority of whom were under 35 years old. 83% of them declared that they tend to choose a brand because they associate it with MotoGP*
Needless to say, not only it is possible to do some activities to engage the attendees at the race track, but these on-site activations should play a major role in any sponsorship program.
What do you need in order to set up a marketing activity at the track?
• First of all, you must be a partner of the championship, either by sponsoring one of the teams or being an Official Partner for the MotoGP season. The right to organize such an activity is strictly given to those involved, and rightly so: engaging with such a targeted audience is a privilege for the partner and mustn’t be made less effective by the presence of competitors.
• Then you have to buy a space in the public area (the area with the highest number of reachable people). Here you can build your booth or set up your premises: from Friday to Sunday, this will become home to your brand (read more about MotoGP Sponsorship Costs)
• Design a stand fit for the purpose
• Plan the activity in great detail, taking care of engagement activities, informative material and leaflets, promotions, gadget giveaways, database building and so on…During this phase, you will be constantly liaising with the organizer in order to get all the info and tech spec you need. Some of the most common? A timing schedule for loading/unloading operations, a map of the area, the type of passes needed to access the circuit…
While doing this part related to the hardware you will have to organize the other part as well
So you’ll have to source:
• The company that can build the stand you designed
• The company that can help you with the personnel
• Someone who’s sorting out the red tapes, especially if you intend to sell anything
It is very important to arrange in advance the material we need to gather the data for the ROI measurement and or an eventual Database building
Now you are ready
The booth is clean and stuffed with everything you need, the personnel has been briefed and itching to start. At the same time, the Fans are all yours to be engaged, they are eager to interact with the brands linked to the sport, make the most of the opportunity.
Finger crossed, hope it doesn’t rain…But be prepared for it (so keep in mind to always produce some umbrellas with the brand logo just in case and don’t forget to ask for a raised floor).
As you can see, the operation itself is not too complicated. Even so, it is better handled if it is run by experts, just to avoid the normal mistakes which are natural when facing a new challenge.
As always do not refrain from asking any kind of info you would like to get. Get in touch at info@rtrsports.com or visit rtrsports.com/en
* Source CSM International Gmbh
Riccardo Tafà
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 MoreWhy choose RTR Sports Marketing
In 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.
Save time and money
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.
The right information, the right choice
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 beating heart
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.
Objective measurements for a certain return
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.
Sit back, relax, we’ll take care of it
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
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