By Riccardo Tafà| Posted July 8, 2024 | In Motorsports, Sports Marketing
By Riccardo Tafà| Posted July 8, 2024 | In Motorsports, Sports Marketing
In the ever-changing world of
motorsport
and sports sponsorship, technology is playing an increasingly crucial role. One of the most significant innovations in recent years is dedicated applications, so-called “APPs.” These digital tools have the potential to revolutionize fan engagement, offering more immersive and personalized experiences, and consequently improve results for sponsors. But how do these APPs work and how are they changing the game? And what are the implications for brands that choose to invest in these technologies? In this article, we will explore these questions in depth, analyzing how dedicated APPs can increase fan engagement and bring tangible benefits to sponsors.
A dedicated APP is an application developed specifically for a sporting event, team, or athlete. These APPs offer a wide range of features, ranging from live broadcasts of events, to merchandise sales, to the creation and distribution of exclusive fan content. They are designed to be intuitive and easy to use, with the goal of improving user experience and increasing interaction.
Dedicated APPs provide a direct channel of communication between sports teams and their fans. They make it possible to create a DataBase that remains the property of the sports subject while creating a personalized experience, With APPs it is possible to send push notifications with real-time updates and offer exclusive content that is not available elsewhere. This personalization and exclusive access increase fan engagement, making them more loyal and more likely to support the team or event.
One of the main attractions of dedicated APPs is access to exclusive content. This can include behind-the-scenes interviews, never-before-seen videos, and even the opportunity to participate in question-and-answer sessions with drivers or team members. This exclusive content not only increases the perceived value of the APP, but also creates a stronger sense of belonging and connection between fans and the team. Think of the launch of the competitive season through the dedicated APP (perhaps linkable to a Smart TV) and the thousands of contacts that would be possible to collect.
Dedicated APPs often include interactive features such as quizzes, surveys and games. These elements not only make the experience more fun, but also incentivize fans to spend more time on the APP, thus increasing their engagement. For example, a quiz on the history of
MotoGP
, of
Formula 1
or your team can educate fans and at the same time strengthen their emotional connection with you and the sport.
Push notifications are a powerful tool for keeping fans informed and engaged. Whether it’s an update on the results of a race, the announcement of a new sponsorship deal, or a special promotion, push notifications ensure that fans never miss an important moment. This level of immediate accessibility is critical to maintaining a high level of fan engagement.
Everyone has a phone in their pocket, and there is no risk of losing the information that matters.
Dedicated APPs offer sponsors a unique opportunity to place their brand directly in the hands of consumers. Banner ads, sponsored content and in-app promotions can be used to increase brand visibility. In addition, by targeting specific fan segments, sponsors can ensure that their messages reach the most relevant audiences.
One of the most valuable aspects of dedicated APPs is their ability to collect data on users. This data can be used to better understand fans’ behavior, preferences, and buying habits. Sponsors can use this information to create more effective and personalized marketing campaigns, thereby improving return on investment.
Dedicated APPs allow sponsors to communicate directly with fans through push notifications, emails and in-app messages. This type of direct marketing is extremely effective because it reaches the audience at the time when they are most receptive. In addition, promotions and special offers can be easily distributed through the APP, incentivizing fans to further interact with the brand. In the APPs then it is possible to integrate the team and sponsor shop, creating additional sources of revenue for them.
Numerous teams and organizations in motorsport have already recognized the potential of dedicated APPs. For example, MotoGP has developed an APP offering live streaming of races, exclusive content, and real-time updates. This APP has not only improved the fan experience, but also provided sponsors with a new channel to reach their target audiences.The same is true for McLaren and Williams Formula 1 Teams, which are consistently focusing on these new tools and some particularly “Tech Savvy” drivers such as Alexander Albon.
Dedicated APPs do not operate in isolation; they are often integrated with social media to amplify their impact. Fans can share content, participate in discussions, and follow updates on their favorite social channels. This integration increases the visibility of the APP and creates additional opportunities for fans to interact.
Another emerging trend is the use of gamification in dedicated APPs. Fans can earn points, badges and other rewards by participating in games, quizzes and other interactive activities. This not only makes the experience more fun, but also incentivizes continued participation, further improving fan engagement.
The first step in developing an effective dedicated APP is to clearly identify the goals and target audience. This includes understanding what fans want from the APP and how it can be used to achieve marketing and sponsorship goals. Thorough research and analysis of existing data can provide valuable information to guide development.
Intuitive and user-friendly design is critical to the success of a dedicated APP. The interface should be easy to navigate, with clearly defined functionality and a visually appealing layout. In addition, it is important to ensure that the APP is compatible with a wide range of devices and operating systems to reach as many users as possible.
The key features of a dedicated APP can vary depending on the specific needs of the team or event, but generally include: live streaming, push notifications, exclusive content, merchandise sales, social media features, and gamification. Integrating these features can greatly enhance the user experience and increase engagement.
Once launched, it is essential to continuously monitor and analyze the performance of the APP. This includes analysis of usage data, user feedback, and engagement metrics. This information can be used to make ongoing improvements and optimizations, ensuring that the JPA remains relevant and effective over time.
Dedicated APPs are rapidly becoming an indispensable tool in the world of sports and motorsport sponsorships. They offer a wide range of benefits, from increased brand visibility to the collection of valuable data to the ability to enhance the fan experience in ways that were previously unthinkable. For teams and sponsors who choose to invest in these technologies, the opportunities are immense.
However, to take full advantage of these benefits, it is essential to develop an APP that is well designed, feature-rich, and continuously optimized. In an increasingly digital world, dedicated APPs represent the future of fan engagement and sports sponsorship.
We at RTR Sports have done our homework, and if you are interested in learning more we can give you pointers on who might be able to help you develop the sports APP that is right for you, please contact us at info@rtrsports.com
Experience the power and put your brand in front of millions with motorsport sponsorship. Whether it's Formula 1, MotoGP, NASCAR, IndyCar, or WEC, RTR Sports give your brand the opportunity to appear on television at the most prestigious race tracks in the world.
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Managing Director for RTR Sports, Riccardo graduated in law at the University of Bologna. He began his career in London in PR, then started working in two and four-wheelers. A brief move to Monaco followed before returning to Italy. There he founded RTR, first a consulting firm and then a sports marketing company which, eventually, he moved back to London.
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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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