Author: Silvia Schweiger
Silvia Schweiger has spent more than 20 years helping companies invest effectively in motorsport sponsorship, with a focus on MotoGP and Formula 1. At RTR Sports Marketing, she works directly with brands to identify the right property, structure the deal, and connect the partnership to commercial objectives. She teaches on the Master in Motorsport Marketing run with 24ORE Business School and writes on deal structuring, activation, and sponsorship measurement.
October 7, 2021
5 Brilliant Ideas for Sponsorship Activation in Motorsports
We talked and wrote about activations several times, and we shared and analysed many sports activation ideas and examples; we won’t be stopping soon. Yes, because sponsorship activations in[...]
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April 21, 2021
How to start a motorsport sponsorship: the 5 decisions to make (2026)
The question a company asks most often when it first approaches motorsport is about price. The right question comes first: where do you start? A sponsorship programme does not begin with a pr[...]
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April 12, 2021
5 reasons why MotoGP is a good investment for companies in 2026
In 2025 MotoGP drew 3.6 million spectators to its circuits, the highest figure in its history, compared with 3 million the year before. At the French Grand Prix at Le Mans, 311,797 were count[...]
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April 8, 2021
The 8 best MotoGP documentaries and series and where to watch them (2026)
Some sports tell their own story on a Sunday afternoon. MotoGP has also learned to tell its story in the months when there is no racing, and much of the credit goes to sponsors. Behind the be[...]
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April 8, 2021
The 10 best Formula 1 drivers in 2026: standings and value for sponsors
On 6 September 2026 Andrea Kimi Antonelli won the Italian Grand Prix from nineteenth on the grid. No Italian had won at Monza since 1966, in the days of Ludovico Scarfiotti. A week later, in [...]
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February 15, 2021
How Sponsorship Activation is different from Sponsorship Rights
When we talk about Sports Sponsorship Programs and sponsorship rights (and particularly activation of sponsorship), we often encounter doubts and a bit of confusion. What is the difference [...]
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February 3, 2020
Answering all your Formula 1 questions. Welcome to our F1 FAQ.
What is Formula 1? And why all the questions? Formula 1 is the pinnacle of 4-wheel racing and the biggest series in motorsport. It’s a global sport, loved by millions, but also an impor[...]
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July 16, 2019
Sports marketing and sports communication: how the story began
Back to basics to find out the meaning of two phrases that are often used mistakenly: sports marketing and sports communication. What is marketing exactly? Although it may sound banal to s[...]
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April 3, 2019
Sponsorship activation examples
You already know you want to invest in sports. You have a clear idea of which disciplines align best with your brand, and how your customers might respond to certain types of partnerships. Bu[...]
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March 21, 2019
How to Sponsor a Sports Team: A Step-by-Step Guide
Where to start: defining objectives before everything else The question that accompanies almost every first contact between a company and the world of sports sponsorship is almost always the [...]
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March 21, 2019
How to Sponsor a Sports Team: A Step-by-Step Guide
Where to start: defining objectives before everything else The question that accompanies almost every first contact between a company and the world of sports sponsorship is almost always the [...]
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March 19, 2019
How to sponsor a sports team
The question that opens almost every first conversation between a company and the world of sports sponsorship is nearly always the same: where do we begin? It is not a trivial question. Spons[...]
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February 26, 2019
Sport sponsorship: what is sponsorship activation?
It’s a term you’re likely to hear over and over again when it comes to sports sponsorship, but it doesn’t necessarily mean you know its definition. So, what is sponsorship activation? A[...]
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