By Silvia Schweiger| Posted May 12, 2022 | In MotoGP
The 2022 MotoGP season has already entered the thick of the action, and we are pleased to present, once again, an updated and comprehensive guide to all the sponsors and partners of the main teams participating in the world’s longest-running motorsport championship.
Our intent is to represent the state of the art of sports sponsorship in MotoGP 2022, and thus of companies investing in the premier class of two wheels. This result is the result ofin-depth research carried out by retrieving information on the websites of the teams and the companies themselves.
We would like to emphasize that this is a totally independent study; a true snapshot of the market to date.
Accompanying the various tables, you will find a detailed description of all the teams based on specific research regarding history, past and current season performance. For each sponsor we have indicated the product sector in which the various companies operate. We believe this is an important feature to indicate, demonstrating how wide and varied is the landscape of product sectors involved in this specific sports sector. You will certainly notice that large, medium and small businesses, national and international, coexist, invest and exploit sports sponsorship in MotoGP as a strategic marketing and communication tool.
A preamble before we get into the meat of the matter.
Not all teams give well-defined titles to investing companies (such as “Title sponsor,” “Official sponsor,” or “Partner“). For this reason, we have taken the liberty to categorize each company independently (however, according to the order illustrated by the teams) and not necessarily by the official title made explicit in the individual sponsorship contract.
Adding up all sponsorship programs, we can count more than 270 entries (276 to be precise). This does not indicate the total number of sponsors in MotoGP, since a single brand can appear in more than one team as in the case of Akrapovic, Michelin, Beta and many others.
Among these items, 57 fall under theentertainment/food&beverage/clothing sector, going to occupy about 21 percent of the total sponsorships. Another 78 companies, categorized under the label of general services (either for the public or in the business sphere) decided to invest in motorsport, going to occupy 29 percent. Those who lead the way in this ranking could only be the engineeringindustry: 137 engineering companies (from component suppliers to oil distributors) invest in one of the most extreme and adrenaline-pumping sports on the globe, covering 50 percent of the currently active sponsorship slots for each team.*
This guide demonstrates how the MotoGP can be the ideal communication platform for both large international companies and smaller entities, or perhaps those interested only in their own territory. There are many sponsorship opportunities: packages are flexible and offers can be built and adapted to the different needs of individual companies.
MotoGP’s numbers demonstrate the “goodness” of the property in terms of visibility (with peaks of 472,000 global viewers**), business (B2B opportunities) and prestige (inner circle of companies). Sponsoring a team, or becoming its partner, allows companies to obtain a number of marketing rights and exploit them in all communication activities. It means having the team (in our case, the pilots) available for activities functional to your business idea. It will also be possible to make a practical comparison (with real prices) between the cost of a sponsorship (which opens up the world of activations) and its benefits compared to a classic advertising campaign under the same circumstances.
Would you like to be recognized internationally and become part of an elite? Rely on RTR Sports Marketing for tailored advice tailored to your needs. No one better than an agency with more than 25 years of experience in the industry will be able to advise, direct and accompany you on this only seemingly pitfall-free path.
Please feel free to contact us at info@rtrsports.com for more information.
Between the rider and manufacturer categories, Aprilia’s sports division has won 56 world titles in the various motorcycle specialties. The year 2021 saw the season start with Aleix Espargarò and Lorenzo Savadori on board, only to see the signing of Maverick Viñales in August. On the 29th of that same month at the Silverstone circuit, Espargarò gave his team its first-ever podium in the top series by finishing third. The season ends with a sixth place in the constructors’ standings. Finished with Team Gresini, 2022 begins in Argentina with pole position and first ever MotoGP win for both Espargarò and Aprilia.
Since its inception, Ducati has participated in the most important two-wheeled series on the planet since 1988 and has won 17 world titles out of 23 available through 2019. In the riders’ standings, those who have benefited from a Ducati-branded vehicle have brought home distinguished results on 14 occasions (one above all, “King” Carl Fogarty with 4 titles). 2021, with Francesco Bagnaia and Jack Miller, did not bring all the results hoped for despite the best bike on the grid and the constructors’ title, as well as the Pramac monopoly among independents with both riders and constructors. 2022 sees Borgo Panigale engineering at the service of the Gresini and VR46 teams, in addition to the stable Ducati and Pramac.
Gresini Racing is an Italian motorcycle racing team founded in 1997 by Fausto Gresini, who ran it until his death due to COVID-19. The year 2021 marks a return to slow normalcy for the Faenza-based team and the entire MotoGP paddock. Engaged in all categories, he had a good season in the top series and rediscovered victory in Moto2 five years after Lowes thanks to a splendid ride by Di Giannantonio in Jerez. There are also podiums in Moto3 by Jeremy Alcoba and Gabriel Rodrigo, and Matteo Ferrari’s third place in the world championship in MotoE. Optimism for 2022 with the team formed by Enea Bastianini and Fabio Di Giannantonio.
Team LCR (Lucio Cecchinello Racing) was founded in 1996 when Lucio decided to start his own team following in the footsteps of other racing champions who successfully did the same. Starting with simply two mechanics and a van, over the years Team LCR has continued to grow into a complex and highly organized structure. After nine years in the 125cc class and five years in the 250cc class, LCR currently competes in the MotoGP class (since 2006) with two riders and 46 highly qualified staff members from 13 different countries. After a 2021 lacking in results, 2022 begins with good intentions and the confirmation of riders Alex Marquez and Takaaki Nakagami.
Yamaha Racing is the sports division of the Yamaha Motor motorcycle company. Yamaha has been involved in racing since its birth year, in which it won the 3rd. Last year was triumphant with Fabio Quartararo: the 22-year-old became world champion in his third season in the top MotoGP class, a title that had been missing in the Yamaha box for 7 years. Will they be able to repeat in 2022 with the newly crowned French winner and Franco Morbidelli at the helm?
“Patron” Valentino Rossi stands in for his Mooney VR46 Racing Team in several classes of motorcycle racing, including MotoGP. After making a name for itself as Sky Racing Team VR46 from 2014 to 2021, it strikes a deal with Team Avintia and obtains Ducati motorization to be given to rider Luca Marini. After ending a rather immature debut season, the goal is to improve in both the riders’ and constructors’ standings.
2002 was the debut year for the then-named Pramac Honda Racing. To confirm the excellent results obtained in 2021, the team presented in the official test week the bikes (powered by Ducati) with which they will face the 2022 MotoGP world championship. In the saddle no doubt: Johann Zarco and Jorge Martìn go to form the pair capable of bringing home 4 podiums apiece during last season.
The premier class of two-wheelers and KTM strike a deal for the first time in 2017 with the KTM RC16, built with the highest technical know-how the Austrian manufacturer was accustomed to before. Right from the start, the main commitment was to close the gap with the front ranks and be competitive on all fronts. The year 2021 brought excellent results, starting with the all-time speed record achieved by Brad Binder of 362.4 km/h to the victories in Catalunya by Miguel Oliveira and in Spielberg by his teammate. Therefore, the approach to the 2022 season cannot fail to be one of the best for the Red Bull-branded team (Official Title Sponsor).
The Repsol Honda Team, also known as the Honda Racing Corporation (HRC), found its corporate independence in 1982 despite being founded in 1954. It remains owned to this day by the Honda Motor Company, which was able to retain multiple champion Marc Marquez on its team. After a below-expectation 2021 for him and his teammate Pol Espargarò, the good intention in 2022 is to improve on the fourth place in the constructors’ standings achieved last season.
After a 2021 that saw Joan Mir’s excellent result in the top 3 in the riders’ classification, Team Suzuki Ecstar is preparing for another exciting season. Lots of new features and updates for the GSX-RR, a competitive bike not only in looks but also under the fairings. The agreed goal for the Japanese team in the 2022 season includes both the confirmation of its riders (Alex Rins alongside the Spaniard) and continuity in getting maximum points in each race.
The French team’s proud history in the top motorcycle class began in 1989. The Tech3 KTM Factory Racing Team had a 2021 with numerous satisfactions thanks to the distinct placements of two-time world champion Danilo Petrucci and the talented Spaniard Iker Lecuona. The partnership with Austrian manufacturer KTM in 2022 will see a change of saddles for both bikes: newly-crowned Moto2 world champion Remy Gardner and runner-up in the same category Raul Fernandes are called upon to make the leap.
The Malaysian team’s debut in MotoGP takes place in 2019, known as Sepang Racing until 2021, with Franco Morbidelli and Fabio Quartararo aboard the Yamaha YZR-M1. Last season was marked by not a few difficulties, but it will nevertheless be remembered as the last in the premier class for the sport’s iconic rider: Valentino Rossi. Radical change for 2022 on the Japanese cars with the arrival of Andrea Dovizioso and Darryn Binder.
*Suming all the entries, the total you get is 272 compared to the 276 mentioned previously. This is because some sponsors do not have a defined merchandise category and/or reference site in which to check, despite being mentioned in each team’s official sponsor lists.
**(Motorsport Broadcasting – “Live MotoGP peaks with 472,000 viewers on ITV as broadcaster enters new deal” – https://motorsportbroadcasting.com/2021/08/31/live-motogp-peaks-with-472000-viewers-on-itv-as-broadcaster-enters-new-deal/amp/)
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Associate Director, Executive Marketing and Commercial at RTR Sports Marketing, a London-based sports marketing company specializing in motorsport for over 25 years. Without sports, life is boring
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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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