By Riccardo Tafà| Posted May 7, 2019 | In Sport Sponsorship, Sports Marketing
By Riccardo Tafà| Posted May 7, 2019 | In Sport Sponsorship, Sports Marketing
In recent years, anyone who has watched a Moto3, Moto2 or MotoGP race will have noticed a recurring theme: the outcome is almost impossible to predict until the very last corner. This is not just a sporting competition, but a context that represents extremely fertile ground for betting operators.
MotoGP is one of the few global sports championships in which competitive variability is so high that it generates a very large number of possible betting markets, with significantly higher engagement and conversion potential than more “closed” and predictable sports.
In MotoGP, uncertainty is not the exception: it is the norm.
In recent years, the number of riders capable of finishing on the podium in a single season has often approached double figures, while gaps of less than half a second at the finish line are now commonplace. In the lower classes, Moto3 in particular, it is not uncommon to see more than 15 riders within less than a second of each other, lap after lap.
This unpredictability translates into a specific competitive advantage for betting operators:
Compared to tennis, for example, which offers technical markets but limited to sets and points, MotoGP allows you to bet on the continuous evolution of the race: overtaking, podium finishes, comebacks, lap times, provisional leadership and much more.
MotoGP offers operators an additional advantage: it is a live-driven championship. Over 70% of the audience follows the races live, and in Asian markets — among the most relevant for betting — live engagement on two wheels is constantly growing.
The length of the championship, with over 20 Grand Prix races in nine months, spread across several continents, allows the public’s attention to be maintained for a much longer period than many seasonal sports or short tournaments.
This means a higher potential ROI, greater retention and the possibility of building brand narratives throughout the season.
Football and Formula 1 remain potential target markets, but they present two significant obstacles:
In other words, in contexts where all competitors are already present, each one’s message is weakened. Sponsorship loses its differentiating power and becomes a simple brand presence expense item rather than a strategic lever.
Choosing a championship such as MotoGP allows operators to avoid the standardisation of communication that characterises other mainstream sports.
The most significant advantages are:
Motorcycling also represents a modern, spectacular communication platform, rich in content that can be used in real-time marketing, social media, app campaigns and CRM.
MotoGP offers betting operators a rare combination: high sporting unpredictability, strong live engagement, a global audience and sponsorship space that is still free from competitive saturation.
For those looking for a channel capable of generating measurable returns, brand differentiation and a direct relationship with an enthusiastic audience, the World Championship is a strategic choice with untapped potential.
To learn more about how to integrate MotoGP sponsorship into your marketing and sponsorship strategy in the betting sector, contact RTR Sports Marketing.
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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