Start a program of sponsorship in MotoGP for your company takes time and a clear set of goals and priorities. While all major sports sponsorship programs may start from the same basics-the principles are the same for each discipline-it is very different to build a program in auto racing and, say, sailing or tennis. Not only because each sport has its own characteristics and nuances, but also because the schedules, modes and opportunities for activation differ.

Today we will take a quick look at how to create a MotoGP sponsorship program for your company. We will go through the entire process in 15 steps. Each of these steps would obviously need a good deal more elaboration, but for now we will offer a broader picture.

Before diving in headfirst, I’ll make a brief preamble: the following steps are designed for those companies that wish to proceed on their own without the help of a professional sports marketing firm. We cannot stress enough how important the role of an agency is, especially for those companies diving into the water for the first time. However, although we are biased, we also understand that there are people who prefer a more direct, do-it-yourself approach. Hopefully, the following paragraphs will make it easier for them, too, to understand how to enter a rather complex scenario (not rocket science, but not a piece of cake, either).

Here are the 15 steps you need to take to build your MotoGP sponsorship program:

1. Goals and vision
2. Budgeting
3. Sports VS the world
4. Commitment and planning
5. Scouting the different sports properties
6. Short list
7. Review of proposals
8. Retouching
9. The decision-making process
10. Contract definition
11. Drafting a sponsorship plan
12. Roles and definition of personnel
13. Media planning
14. Sponsorship launch
15. Analysis and Reporting

 

Goals and Vision

If there is one thing we have learned in our 25 years of experience as a sponsorship agency in motorsports, it is that this is the most important item on the list. A clear understanding of your company’s goals, both on the marketing and sales side, where you are as a company, your timeline, and your vision as a brand-these are key points for any sponsorship program.

Budgeting

Contrary to what some marketers seem to think, no, the budget is not there if management likes the project. Having a clear idea of how much money is available for the entire operation is critical, since different properties have different price tags and different levels of sponsorship have different prices. Also keep in mind that you will also need resources for activation, additional staff, and logistics where needed.

Sports Vs the World

Sports marketing is not the only marketing. Make sure you and your team know very well why and how sports can benefit your company. We’re not saying take a college course in sports marketing, but take a look at best practices and that little extra theory that might help you understand the jargon, procedures, and processes.

Commitment and planning

To be effective, a good sponsorship program requires time and staff. Make sure you have clear deadlines and key moments and plan accordingly. Also, interact with your staff and team and work so that everyone is on the same page. When sports marketing projects are shared and appreciated by everyone within the company, they become a fantastic shared opportunity.

Scouting the different sports properties

Different teams have different heritage, image, values and legacies. The same goes for drivers, classes, circuits, events, and all kinds of sports facilities. Figuring out what is the best fit for your brand is hard work. The goal here is to create the best possible combination to interact with your target market, product line, identity, and presence. Your ego, and your instincts, should not influence the choices.

Short list

After exploring the field, you should make a short list of possible names you would like to talk to and work with. Ideally, that list should contain 3-5 names: not too many, not too few. It is time to get in touch with key people within the sports properties and ask them to send you a partnership proposal.

Review of the proposal

Not all sponsorship proposals are the same. Pay close attention to what’s in each package and remember that the devil is in the details: how many social posts, how many paddock passes for your guests, how many rider appearances, how many press releases and what kind of B2B support are just some of the points to check.

Retouching

Ask for add-ons or changes to what you see on the proposal. If there is something in the document that you don’t need, get rid of that and optimize the marketing rights as you need them to fit your goals and identity. Your goal is to have something that is as tailored as possible and fits your business.

The decision-making process

It’s time to make a decision and take a step forward. Once you and your team are happy with what you see, ask the property for a proper contract and, congratulations, you are in business. You are likely to be asked to sign a pre-contract before the formal document: it’s good for both parties, so go ahead and don’t overthink it. Quick tip: This is an important moment in your brand history and one that will remain in your books. Remember to celebrate.

Contract definition

The sponsorship contract formal and official will contain all the benefits, conditions and agreements of sponsorship agreements. It must be flawless on both the formal and substantive sides. We recommend that you have an attorney or your legal department carefully review the document and, again, make any necessary changes. As always, do not trust only digital versions and request hard copies to send to your offices.

Drafting a sponsorship plan

It is time to be creative. A sponsorship plan is the overall system of actions that must be put in place for sponsorship to generate maximum value. There are several opportunities to do this, in the form of a calendar or GANTT chart. The point here is to put down on paper all activations, events, competitions, promotions, and so on to have everything at hand when the light turns green

Roles and definition of personnel

You will need physical people and minds, although sports properties will offer support on their side. However, the more activations you have in mind, the more people you will need to manage the different areas of your program. Make sure your team is up-to-date, well informed, and properly introduced to key people. Remember: good sponsorship in MotoGP (any good sponsorship, actually) is not something you can set up and forget. Rather, you will have to perform daily maintenance and work, but don’t worry: it will be worth it

Media planning

When a tree falls in the woods and no one is there to hear it, does it make noise? MotoGP is one of the most popular sports in the world, and the resonance and coverage of the discipline is worldwide and very broad. It’s time to take advantage of media opportunities and do solid planning to tell the world what you and your team are doing. Press releases, photo shoots, PR, press conferences, posts, stories and so on are your best friends. Stay in touch with the media and keep them informed about your actions-you will get a lot of resonance.

Sponsorship launch

Is everything ready? Is the staff ready? Have you planned your media, changed and updated the graphics on your website, and checked your calendar (like, don’t announce your partnership on Christmas Eve or the day of the Champions League final)? Great, let’s do that. Try to launch your sponsorship in a solid, organic way and make it a real milestone for your brand. In a nutshell: make it unforgettable, make it extraordinary, make it consistent, make it powerful.

Analysis and Reporting

Once you start running, you can finally sit back and relax, right? Wrong. Ongoing analysis, reporting and fine-tuning are critical in any sponsorship program. Keep an eye on the data and ask the property for visibility reports and have your team run ROI measurements. The good news is that nowadays there is a lot of data available on everything and countless technology devices and software to help you with your reporting.

Two final insights

This, of course, is but the surface of things. There is so much more to MotoGP sponsorship, from the endless data and expertise needed to make a decision to the rich address books of contacts you’ll need to get in touch with the right man at the right time. In a closed paddock there is so much room for error.

This does not mean -again- that MotoGP sponsorship is super complicated: there is absolutely no obstacle that cannot be left behind with hard work, dedication or perseverance. However, it is a complicated business and one that requires finesse in negotiation and a clear view of the playing field. If you or your company need help from a professional sponsorship consulting firm, please do not hesitate to contact us. You can always find us here.