There is a growing marketing bond between sport and geographic territories that has become increasingly relevant in the landscape of sports sponsorships. On one hand, major sports events have the peculiarity of placing their host location in full view of hundreds of millions of people. The connection between an event and its territory becomes unbreakable: think of the Indianapolis 500 or Daytona, races that have defined their locations by placing them permanently in popular culture. Or countries that use Football World Cups, Olympic Games or Grand Prix events to relaunch themselves on the world map: Sochi, Baku, Southeast Asian nations.

On the other hand, territories that cannot host major sports events are increasingly using sponsorship to promote themselves “from a distance” to potential tourists and investors. The widely debated “Visit Rwanda” on Arsenal jerseys is perhaps the best-known example, but it is certainly not the only one.

This connection between sports events and tourism can be traced back to two distinct models:

• Direct geomarketing: a nation, region or city organises sports events on its own territory to promote its economy and positioning;
• Indirect geomarketing: a nation, region or city uses sponsorship of geographically distant teams or athletes to improve the visibility of its territory and attract tourists and investors.

Everything depends on the objectives

A major sports event immediately has the power to place a location, a city or a nation on the world map. In many cases, such as the Olympics or World Cup, the event also becomes an opportunity to modernise infrastructures, build new city districts and rethink transport systems. This is what happened in Barcelona, where the 1992 Olympic Games radically transformed the city.

When a nation or city decides to host a round of an itinerant event such as MotoGP, the purpose is often more tactical: benefiting from the immediate economic impact on the territory. The hospitality industry, shops and other local businesses benefit enormously from the crowds filling the city for the weekend. Cities hosting a MotoGP Grand Prix record an average increase in hospitality turnover of 20-40% during race weekends, with a multiplier effect involving the entire local tourism supply chain.

Sport and tourism: four areas of strategic overlap

The relationship between sport and the tourism economy is never simple or direct. There are at least four areas of strategic overlap worth exploring:

1. Destination marketing through event naming. When an event carries a city’s name (Valencia Grand Prix, British Grand Prix), the location becomes an integral part of the sports brand. Every time that event is mentioned, the destination gains free visibility.

2. Geographic brand ambassadors. Nations or regions appearing on the kits of international-level athletes or teams gain continuous media exposure that would be difficult and expensive to replicate through traditional advertising channels.

3. Active sports tourism. Fans travel to follow their favourite teams and athletes. A MotoGP Grand Prix attracts tens of thousands of enthusiasts from around the world, with a spending capacity above the average tourist.

4. Infrastructure legacy. Facilities built to host sports events often become permanent assets that continue to generate value for the territory long after the event concludes.

MotoGP as a destination marketing tool

MotoGP represents one of the most interesting examples of this relationship between sport and territory. With 22 Grand Prix across 4 continents, the championship visits some of the world’s most significant destinations every year: from Malaysia to Argentina, from Indonesia to the United States, from Asia to the heart of Europe. The very act of hosting a Grand Prix communicates to the world that a destination meets international standards.

It is no coincidence that many emerging countries have invested in building international circuits with the declared objective of repositioning their country on the world stage. Qatar has invested billions in sports infrastructure; Kazakhstan is emerging as a new European motorsport destination; Indonesia recently renovated the Mandalika circuit. In all these cases, sport is a tool of soft power and destination marketing.

For brands operating in the tourism and hospitality sector, or aiming to consolidate their position in specific geographic markets, MotoGP sponsorship offers a unique opportunity: accessing a loyal global audience, distributed precisely in the markets where tourism growth is most dynamic.

Frequently asked questions: sport, tourism and sponsorship