On Saturday 11 December 2021, right in the centre of Cortina d’Ampezzo, during the Cortina Fashion Week, a Honda RC213V appeared among the shop windows and the crowds: the bike of the LCR Honda MotoGP team. It was not a one-off stunt. It was the first big moment of a brand-new sponsorship between Lucio Cecchinello’s team and Immobiliare Costiera’s Rete 110%, put together by RTR Sports Marketing.

Updated September 2026.

In short: to open one of the first Superbonus building sites in Cortina, on Corso Italia, Immobiliare Costiera brought to town the bike LCR Honda raced in MotoGP, together with team principal Lucio Cecchinello. It is an example of how a sports sponsorship can be activated away from the track, turning the visibility of a Grand Prix into an event on the ground, in front of local institutions, customers and residents.

The event

The appointment was at 12 noon at the Conchiglia in Piazza Dibona. On display was the RC213V, the bike with which Honda had won seven constructors’ titles in the previous ten years and which LCR had entrusted in 2021 to Takaaki Nakagami and Álex Márquez. Alongside it was Lucio Cecchinello, at the helm of the team since 1996.

The occasion was the opening of one of the first building sites made possible by the Superbonus in Cortina d’Ampezzo, on Corso Italia, carried out by Immobiliare Costiera and the 110xcento network. The programme included the presence of the local institutions, Immobiliare Costiera’s chief executive Alessandro Di Paolo and project leader Fernando Di Paolo, talks on urban renewal, the local area and sport, followed by an aperitif open to the public, with gadgets, posters and souvenir photos with the bike.

Why Cortina, why MotoGP

The choice of place and time was no accident. During fashion week, Cortina attracts an attentive audience with high spending power, and a premier-class bike on the town square is an image that sticks. Fernando Di Paolo put it this way: “For me it is a great source of pride to open the Cortina site, one of the most fascinating places in Italy. The one on Corso Italia is one of the first renovations made possible in Cortina thanks to the Superbonus 110%, and for us it is the symbol of the restart and, at the same time, of a look to the future that is essential to move beyond the difficult pandemic period. […] Here in Cortina we chose to celebrate our site together with LCR Honda MotoGP, of which we are official partners, and to bring their splendid bike to town during Fashion Week: Italian style, creativity and speed are in fact the values that link our company, LCR Honda MotoGP and the Queen of the Dolomites.”

The Superbonus, introduced in 2020 by the Italian “Relaunch Decree” with a 110% tax deduction for energy-efficiency and anti-seismic works, was reduced in the following years. At the time of the event it was one of the main levers for renovating Italy’s building stock, and it was at the heart of Rete 110%’s business.

What an event like this teaches

An event on the ground is one of the most effective ways to make a sponsorship pay off, because it brings the values of sport, speed, technology and precision, exactly to where the company does business. Three elements made the Cortina event a good example. The first is the link to a concrete occasion, the opening of a building site, which gave the event substance and not just spectacle. The second is the audience: institutions, customers and residents gathered in the same place, with the bike as a catalyst. The third is the presence of the team principal in person, which turns a display into a meeting.

Cecchinello himself, a few months later, recalled it as “a beautiful event in Cortina d’Ampezzo during Fashion Week” when announcing the extension of the collaboration. That partnership did indeed grow: announced as a two-year deal for 2022 and 2023, it was then renewed until 2024 and, under the new Imco.one brand, for 2025 as well. The full story is in our article on the partnership between LCR Honda MotoGP and Rete 110%, while to understand how to build activations of this kind we refer you to our guide to sponsorship activation and to our page on MotoGP sponsorship.

Lucio Cecchinello and the LCR team

Lucio Cecchinello founded the LCR team, Lucio Cecchinello Racing, in 1996 in the 125cc class of the World Championship, racing for a few years as both rider and team manager. In 2002 he also took the team into the 250cc class, with Aprilia bikes, and after retiring from racing in 2003 he devoted himself entirely to running the team, which in 2006 stepped up to the MotoGP premier class with Honda, the brand it has raced with ever since. Since 2004 he has sat on the committee of IRTA, the International Road Racing Teams Association. With riders such as Noboru Ueda, Roberto Locatelli, Randy de Puniet, Stefan Bradl, Casey Stoner and Cal Crutchlow, by the end of 2021 the team had scored 87 podiums and 25 wins in four categories: 125cc, 250cc, MotoGP and MotoE.

Sources: Voci di Cortina, the LCR Honda bike in central Cortina; 110xcento, Cortina Fashion Week; 110xcento, press coverage of the Cortina event; 110xcento, the two-year partnership and Cecchinello’s remarks; Honda Racing Corporation, the constructors’ titles; Italian Revenue Agency, Superbonus.