Author: Riccardo Tafà
Riccardo Tafà is the founder and Managing Director of RTR Sports Marketing, the independent motorsport sponsorship agency he established in 1995. A law graduate of the University of Bologna, he began his career in PR in London before moving into motorsport, and has spent more than 30 years structuring sponsorship partnerships in Formula 1 and MotoGP - closing over 100 deals across eight championships with properties including McLaren, Williams, Ducati, Honda HRC, Yamaha Factory Racing and Dorna Sports. He writes on sponsorship strategy, commercial rights, pricing, and ROI measurement for brands entering motorsport at every budget level.
April 3, 2019
Fashion and Sport: a Failure-Proof Combination
Fashion and sport have a great deal in common: fashion has drawn generously from sport, bringing to market a wealth of products that were once confined to specific activities or the gym. This[...]
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March 28, 2019
Luggage, Travel Accessories and MotoGP Sponsorships
The MotoGP calendar: 22 races, 4 continents, a traveling circus unlike any other No other major motorsport championship matches the geographic span of MotoGP. In a single season, the paddock [...]
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March 26, 2019
Detergents, household products and sponsorships: a winning strategy
If we were to draw up a list of product categories that seem distant from the world of motor racing, soaps, detergents and household cleaning products would surely rank near the top. It’[...]
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March 26, 2019
Consumer electronics and MotoGP sponsorships: an everlasting marriage
Motorsport is synonymous with efficiency and reliability. The same qualities consumers look for in the household appliances they buy every day. Yet this convergence is rarely exploited with t[...]
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March 25, 2019
Drink and Drive: why are so many brands of alcoholic drinks involved in motor sports sponsorships?
For years, whenever discussing sports marketing, one of the most recurrent objections has been that alcoholic drink producers should stay away from sponsorships in motorsports. At a prelimina[...]
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March 25, 2019
The growth of sponsorship: global spending, geography and future
Annual spending on sponsorships Global sports sponsorship spending continues to grow: total worldwide spending in this field rose to $65.8 billion in 2018. This is confirmed by data provided [...]
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March 25, 2019
Luggage, Travel Products and MotoGP Sponsorship
The MotoGP calendar: 22 races, 4 continents, a traveling circus unlike any other No other major motorsport championship matches the geographic span of MotoGP. In a single season, the paddock [...]
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March 22, 2019
Consumer Electronics and MotoGP Sponsorship: A Natural Fit
Why consumer electronics brands belong in MotoGP Consumer electronics is one of the industries that has historically shown the greatest affinity for motorsport. The reasons are not accidental[...]
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March 22, 2019
Consumer Electronics and MotoGP Sponsorship: A Natural Fit
Why consumer electronics brands belong in MotoGP Consumer electronics is one of the industries that has historically shown the greatest affinity for motorsport. The reasons are not accidental[...]
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March 19, 2019
Sports Marketing Strategies
Let’s clear the air! Marketing may be associated to many definitions. Click this link and you will find over seventy of them: https://heidicohen.com/marketing-definition/ For the sake of si[...]
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March 7, 2019
Social media and sports marketing: your fans one click away!
How to use social networks in sports Social media are used very effectively to communicate with fans directly and, in some cases, in real time too. Teams, businesses and athletes have at leas[...]
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March 6, 2019
Sponsorship: A Safe Tool to Get Noticed by Your Audience
Every brand has a proven tool to get noticed by its audience: Sponsorship What does a brand need to do to stand out among all other brands? How can audiences become familiar enough with a bra[...]
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March 4, 2019
Sports Licensing Companies: Why Working with a Specialist Makes the Difference
Why work with a specialised sports licensing company? When a company first approaches the world of sports licensing, the instinct is often to go direct: reach out to the rights holder, negoti[...]
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March 3, 2019
Great Product Licensing in Sport: How Brands Turn “Good” Into “Wow”
There are many examples of how sports licensing has managed to elevate everyday products and turn them into something truly exceptional. Sport, its values, its teams, its heritage and its ima[...]
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February 28, 2019
Brand Licensing Costs: Minimum Guarantee, Royalties and How Deals Work
How much does it cost to invest in a brand licensing operation? This is one of the most frequent questions we get asked when talking about licensing. It is a legitimate question – and o[...]
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February 28, 2019
What small business opportunities are there in sports sponsorship?
If you’re thinking about taking the plunge and investing in sports sponsorship, you might be wondering about budgets – do you need a large one, for example? How far will your budget s[...]
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February 26, 2019
Sport Licensing: Boost Your Sales with the Power of Sport
Competing in the global market is increasingly difficult. Companies, especially mid-sized ones, are under growing pressure: low-cost production delocalization has forced many out of business,[...]
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February 25, 2019
Sports Sponsorship: what are the advantages of sponsorship in business?
If you’re thinking of investing in sports sponsorship, it’s important to know exactly what the advantages of sponsorship in business are. Of course, it’s likely that you’re already as[...]
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February 17, 2019
How do sponsorships benefit the sports organization and the sponsor?
Aside from “how does sponsorship work in sports?”, one of the most interesting questions within sports marketing is, “how do sponsorships benefit the sports organization and the sponsor[...]
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February 12, 2019
Riders, Teams and social reach: benefits for sponsors
The Power of Social Media in Sports Sponsorship: MotoGP and Italian Media (2025 Update) Any corporate marketing and communication initiative is now universally recognized as closely linked to[...]
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