In Licensing, Motor Racing, Sport Sponsorship

Great product licensing: how sport turned “good” into “wow”, RTR SportsThere are plenty of examples on how sports licensing managed to spice up many products turning them into” wow” products. Sports and their values, teams and their heritage and imagery represent the ideal partner to add that extra quid that can make the difference. And this point applies not only to sports or sports organizations but to top brands in general. The first example that comes to mind is the Nike Apple Watch, a co-branding case that, for sure, turns a very good product in a fantastic marketing operation.

Another good example is the Limited Ferrari Bianchi Bike which will be produced in only 12 pieces and sold at $15,000+. Nothing compared to the Ferrari Hublot Big Bang, a limited watch in ceramic that is the offspring of the cooperation between Hublot and the Prancing Horse Outfit.

Another well known Luxury Brand, McLaren has partnered with quite a few great companies lately. In the hi-tech sector, I can point out the OnePlus 6T A6013 McLaren Speed Edition phone.

Great product licensing: how sport turned “good” into “wow”, RTR SportsIf we stick to the luxury world of cars other examples come to mind. Have a look at this docking station that Esavox is producing with Lamborghini. And here we are with something still aspirational but a little bit more affordable,  Lamborghini can offer us these Mizuno Lamborghini sneakers.

I cGreat product licensing: how sport turned “good” into “wow”, RTR Sportsould go ahead forever since most of the most glamorous and iconic brands in the world have licensing or co-branding operations up and running. From Adidas to Bentley, from Pepsi-Cola to the NBA, from John Deere to Walt Disney, all the most recognizable brand in the world offer their brands in license. They represent a great opportunity to companies that need to reinvigorate their brand, enlarge their distribution, widen their commercial horizon or target.

If you would like to explore what can be done within sport or motorsport we are just a call away or if you’d rather drop us a line, please do so at  if in the meantime you would like to have a look at a selection of licensing operation we engaged in the last few years follow this link 


Riccardo Tafà
Riccardo Tafà
Riccardo was born in Giulianova, graduated in law at the University of Bologna and decided to do something else. After a stint at ISFORP (public relations training institute) in Milan, he moved to England. He began his career in London in PR, first at MSP Communication and then at Counsel Limited. Then, following his unhealthy passion for sport, he moved to Jean Paul Libert's SDC and started working in two and four-wheelers, this was in 1991/1992. A brief move to Monaco followed, where he worked alongside the owner of Pro COM, a sports marketing agency founded by Nelson Piquet. He returned to Italy and started working in the first person as RTR, first a consulting firm and then a sports marketing company. Back in 2001 RTR won the ESCA award for the best sports MKTG project in Italy in the year 2000. Among other things, RTR obtained the highest score among all categories and represented Italy in the ESCA European Contest. From that moment on, RTR will no longer participate in other national or international awards. Over the years he takes some satisfaction and swallows a lot of toads. But he is still here, writing in a disenchanted and simple manner, with the aim of giving practical (unsolicited) advice and food for thought.
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