In February 2022, LCR Honda MotoGP and Rete 110% announced a two-year partnership. It was meant to last two seasons and ended up spanning five: born at the end of 2021 thanks to RTR Sports Marketing, it was renewed for 2024 and, under the new Imco.one brand, for 2025 as well. It is the story of an Italian company that chose MotoGP to build its name in its own market, and of how a well-structured sponsorship can grow over time.

Updated September 2026.

In short: Rete 110%, the network set up by Abruzzo-based general contractor Immobiliare Costiera to deliver Superbonus renovation projects, became a partner of Lucio Cecchinello’s LCR Honda MotoGP team through a deal signed via RTR Sports Marketing. The brand appeared on the riders’ leathers, on the team uniforms and on the bikes at the two Italian Grands Prix, made its way into MotoE and led to local activations such as the event in Cortina d’Ampezzo. A relationship that began in 2021 and continued until 2025.

The two partners

LCR Honda MotoGP is the team founded by Lucio Cecchinello in 1996 and competing in the premier class since 2006, always with Honda. By the end of 2021 its record stood at 87 podiums and 25 wins across four categories: 125cc, 250cc, MotoGP and MotoE. Rete 110% was the network created by Immobiliare Costiera to manage Superbonus projects across Italy, bringing together a general contractor and a group of suppliers and partners serving apartment buildings and large commercial and industrial sites.

The logic behind the match was clear: a brand working all over Italy was looking for visibility and credibility in its own market, and an Italian premier-class team could offer both, together with an international stage.

The 2022 agreement

The collaboration had already started in the final part of the 2021 season. In February 2022 the partnership was announced for the 2022 and 2023 seasons, effective from the Qatar Grand Prix on 6 March. The package was built with the Italian market firmly in mind:

• the Rete 110% brand on the chest of both riders’ leathers, Takaaki Nakagami and Álex Márquez, for the whole season;
• the logo on the sleeve of every team member’s uniform;
• the brand on the two Honda RC213Vs at the Italian Grands Prix, at Mugello on 29 May and at Misano on 4 September, on the belly pan of Nakagami’s number 30 and on the fairing nose of Márquez’s number 73;
• a debut in MotoE, on the rear mudguard of the two LCR E-Team bikes, in the two Misano races.

The words of the people involved, at the time of the announcement, explained the reasoning well. Fernando Di Paolo, project leader of Rete 110%: “In MotoGP, the team and Lucio Cecchinello himself stand for experience, reliability and speed: exactly the values of Rete 110%, the ones we work by all over Italy, every day, on every Superbonus site. We should not forget that the Superbonus is also a choice for environmental sustainability, and that is why we also wanted to be present in the LCR E-Team, LCR’s squad competing in the MotoE world championship for electric bikes, as a sign of the attention these issues deserve today.”

Lucio Cecchinello, team principal of LCR Honda MotoGP: “We are truly happy to continue working with Rete 110% for the next two years, showing this brand, a byword for reliability and expertise, all over the world, but with a focus on the Italian market. Last year we already carried out several activities (including a wonderful event in Cortina d’Ampezzo during Fashion Week) and we have many exciting projects to develop in the coming months.”

An activation designed for Italy

The value of this partnership lay in the consistency between the visibility plan and the commercial goals. A company operating in the Italian market did not need to be everywhere in the same way: it needed a strong presence where its audience was watching. That is why the presence on the leathers covered the whole season, while the presence on the bikes was concentrated at the two home Grands Prix, the most watched by the Italian public. MotoE added a piece that fitted the energy-efficiency message, and the Cortina d’Ampezzo event in December 2021, with the RC213V on display in the town square during fashion week, brought MotoGP straight to the local community, next to one of the first Superbonus sites in the town. We covered it in detail in our article on the LCR Honda bike in Cortina.

It is a concrete example of what we mean by sponsorship activation: visibility on track is the starting point, but the value comes from what the brand builds around it.

The context: the Superbonus

Rete 110% was built around a public incentive, the Superbonus, introduced in 2020 by article 119 of Italy’s Relaunch Decree (Decreto Rilancio) as a 110% tax deduction for energy-efficiency and seismic upgrades. In the following years the rate was progressively cut: for apartment buildings it fell to 90% in 2023, except for those who had filed the CILAS notice by 25 November 2022 and kept 110%, to 70% in 2024 and to 65% in 2025, the latter only for works whose CILAS and residents’ resolution had already been filed by 15 October 2024. Meanwhile, Immobiliare Costiera broadened its business and adopted the new Imco.one brand, continuing to present itself as a general contractor specialising in real estate consulting and building incentives.

How it continued

The partnership did not stop at the two years announced in 2022. The relationship between Rete 110%, Immobiliare Costiera and Lucio Cecchinello’s team was renewed for the 2022, 2023 and 2024 seasons, with the brand on the bikes and official team partner status. Meanwhile the LCR line-up changed: in 2023 Álex Rins joined Nakagami, and in 2024 Johann Zarco arrived. At the time of the renewal, Silvia Schweiger of RTR Sports Marketing said: “I am very happy about the contract extension between these two organisations. Our goal, as a sports marketing agency, is to satisfy our clients and fuel their ambitions, making them possible. All the conditions are in place to keep doing well.”

For the 2025 season came a further renewal, under the new Imco.one brand: a sponsorship project that grew over five years. The details are collected in our portfolio pages on the renewal through 2024 and on Imco.one’s renewal for 2025.

What it teaches

The Rete 110% and LCR Honda case offers some useful pointers for any company considering MotoGP. The first concerns scope: you do not need to buy everything, you need to buy what speaks to your market, and for a national brand the home Grands Prix are worth more than a uniform presence across the whole calendar. The second concerns consistency: choosing MotoE to support a sustainability message shows that even the details of the plan can strengthen the brand’s story. The third concerns time: a partnership that starts as a two-year deal and reaches five seasons is a sign that the expectations of sponsor and team were set well from the very beginning.

If you want to understand how to set up a similar project, start with our page on MotoGP sponsorship and our guide to the cost of a MotoGP sponsorship.

Sources: 110xcento, announcement of the two-year partnership; QN Motori, LCR Honda MotoGP and Rete 110%; MotoGP, the 2023 LCR Honda line-up; MotoGP, LCR Honda in 2024; Italian Revenue Agency, Superbonus; Edilportale, the 90% Superbonus for apartment buildings.