In Sport Sponsorship, Sports Marketing

Have you recently had the chance to watch a Moto3 or MotoGP race? Did you notice how unpredictable the outcome was? Well, a race is a bit like the lottery. The probability that a given outcome occurs is extremely limited: competitions are as uncertain as drawing some numbers or predicting certain outcomes.

“What we deal with is betting, though …”

The uncertainty introduced by the high number of competitive motorbikes makes the championship more exciting and potentially offers the opportunity for those interested to arrange complex bets. Are you looking for unlimited betting options? You may go for tennis, where you can even bet on individual games, sets or points, or, if you are thinking about a more diversified betting product, choose MotoGP and bet on how many positions Valentino Rossi will win after the first lap, who will be first on the finish line at the fifth lap, who will win the highest number of positions throughout the race, and, of course, who will be the top three riders on the podium. The list may continue and a variety of scenarios may be created, which are easy to conceive, but difficult to predict, considering the widespread competitiveness among the riders.

Gambling operators are basically anywhere, they have to jostle their own way to buy spaces in the sports disciplines they are mostly involved in, and they have to invest huge amounts of money to exercise strong pressure and be heard in the background noise. A better option may be to turn to equally popular sectors which are less extensively used: greater visibility could be gained with lower investments.

Another factor worth considering is that sponsorships have different times from conventional advertising and exhibiting one’s logo during events where there are many others (up to one hundred, sometimes) may be of low effectiveness as the impact is reduced due to the well-known clutter effect.

Two different options at hand

  1. Events where high investments are required, but the number of brands exhibited is small (e.g. Champions League, F1 and the stadiums of some far-sighted clubs such as Juventus)
  2. Sports which have not drawn the interest of your competitors yet

In the second case you avoid the risk of standardisation: if competitors’ brands are exhibited immediately after your brand, it is very challenging to pass your message on. How can you stand out if all sector operators do exactly the same thing, showing their brands in sequences of 10, 20 and 30 seconds at the sides of the field? You are just one of many. What about the competitive advantage you were looking for when you partnered with sports? Where has it gone? So, a good strategy is to check in advance whether you are the one and only sponsor of an event or if you are one of a bunch.

Why is MotoGP a good choice?

The number of spectators following the two wheels is terrific, which makes MotoGP a very fertile – even exploding – soil for bets, as is the case in some Asian countries, for instance.

Why is MotoGP so popular?

The answer to this question is widespread competitiveness which makes the championship exciting. Overtaking, duels and uncertainty are the pepper-uppers of this discipline. This criterion may, of course, be applied to any sport. Nobody has fun, gets passionate and is ready to give their precious time for a boring show. And you can bet that nobody is bored when Rossi, Marquez and Dovizioso are on the race track. Watching a Moto3 race may even be more exciting, as the riders furiously compete for victory, one lap after the other, race after race, on the 19 most beautiful race tracks of the championship. Nine months of overtaking, throttling off and unexpected twists which only MotoGP can offer.

If you wish to have more information on MotoGP sponsorships read Sponsorship Activation and please contact us at our email address:


Riccardo Tafà
Riccardo Tafà
Riccardo nasce a Giulianova, si laurea in legge all’Università di Bologna e decide di fare altro, dopo un passaggio all’ ISFORP (istituto formazione relazioni pubbliche) di Milano si sposta in Inghilterra. Inizia la sua carriera lavorativa a Londra nelle PR, prima da MSP Communication e poi da Counsel Limited. Successivamente, seguendo la sua insana passione per lo sport, si trasferisce da SDC di Jean Paul Libert ed inizia a lavorare nelle due e nelle 4 ruote, siamo al 1991/1992. Segue un breve passaggio a Monaco, dove affianca il titolare di Pro COM, agenzia di sports marketing fondata da Nelson Piquet. Rientra in Italia e inizia ad operare in prima persona come RTR, prima studio di consulenza e poi società di marketing sportivo. Nel lontanissimo 2001 RTR vince il premio ESCA per la realizzazione del miglior progetto di MKTG sportivo in Italia nell’anno 2000. RTR tra l’altro ottiene il maggior punteggio tra tutte le categorie e rappresenta L’Italia nel Contest Europeo Esca. Da quel momento, RTR non parteciperà più ad altri premi nazionali o internazionali. Nel corso degli anni si toglie alcune soddisfazioni e ingoia un sacco di rospi. Ma è ancora qua, scrive in maniera disincantata e semplice, con l’obiettivo di dare consigli pratici (non richiesti) e spunti di riflessione.
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