By Emanuele Venturoli| Posted January 13, 2026 | In MotoGP, MotoGP, MotoGP, Sponsorizzazioni Sportive, Sport Sponsorship, Sports Marketing
By Emanuele Venturoli| Posted January 13, 2026 | In MotoGP, MotoGP, MotoGP, Sponsorizzazioni Sportive, Sport Sponsorship, Sports Marketing
With the official unveiling of the Pramac Prima Yamaha MotoGP 2026, the MotoGP World Championship symbolically opens a new season. It is not only the first bike unveiled for 2026, but the manifesto of a technical, sporting and commercial project that marks a key transition for Yamaha, from the revolutionary new V4 powerplant to a completely redesigned aerodynamic
The livery, the team, and especially the people tell a story of an unprecedented chapter in which ambition, strategic vision, and renewal converge in one direction.
Yamaha is going through a phase of profound evolution. The 2026 technical project represents the heart of a path built with method, investment and a clear desire to return stably to the top of MotoGP. The partnership with Pramac, now Yamaha’s official satellite team , becomes a fundamental pillar of this strategy.
Pramac Prima Yamaha presents itself as a direct extension of the factory project, with a central role in the development, data collection and sports growth of the Japanese brand.
Toprak Razgatlıoğlu ‘s MotoGP debut represents one of the most anticipated moments in recent years. A 3-time World Superbike champion , a spectacular, charismatic rider followed by a steadily growing international fanbase, Toprak brings with him a value that goes far beyond the sporting achievement.
His riding style, personality, and ability to generate engagement-in Turkey as well as outside-make him a strategic asset for Yamaha, Pramac, and all partners involved. Toprak’s entry into MotoGP adds excitement, narrative and media attention to an already extremely competitive championship.
Among the most notable elements of the new Pramac Prima Yamaha is the presence of 21.com, a new official sponsor visible on the bike’s fairing, suit and cap of Razgatlıoğlu and Jack Miller.
21.com is a premium operator in the online casino and iGaming sector, a segment that is increasingly interested in motorsport as a global, emotional and high-value engagement communication platform. The decision to sponsor in MotoGP testifies to a branding strategy geared toward quality, international visibility and connection with an adult, digital and highly profiled audience.
This partnership once again demonstrates how MotoGP represents an ideal ecosystem for betting, tech, digital entertainment and gaming brands, thanks to its ability to combine spectacle, innovation and storytelling.
The Pramac Prima Yamaha 2026 case confirms a fundamental principle of motorsport marketing: sponsorships are no longer simply exercises in logo exposure, but tools for strategic positioning, commercial activation and reputation building.
21.com’s integrated presence on motorcycle, apparel, and athlete communications allows for a consistent, recognizable, and highly valuable narrative across all channels: TV, digital, social media, hospitality, and corporate events.
In this context, motorsport continues to be one of the most effective marketing platforms for brands wishing to associate their name with performance, technology, precision and excitement.
The Pramac Prima Yamaha MotoGP 2026 is not just the first unveiled bike of the season: it is a symbol of change. An evolving technical project, a rider capable of catalyzing global attention, and a new high-profile commercial partnership in a growing industry tell the story of a MotoGP increasingly focused on sporting excellence and marketing sophistication.
Thus, 2026 begins with a clear message that Yamaha, Pramac, Toprak Razgatlıoğlu and all team partners are ready to write a new page in the history of the championship.
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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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Read MoreIn 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.
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.
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 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.
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 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
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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