Are you willing to sponsor?
Are you ready to explore the transformative power of athlete sponsorship for your brand? Click here to learn more about how sponsorship can help brands grow and thrive in the exciting world of motorsports.
By Emanuele Venturoli| Posted May 5, 2014 | In MotoGP, Motor Racing, Motorsports
Four races. Four podiums. Four wins. In each session, all lap time records have been obliterated. MotoGP has become increasingly one sided with the impeccable riding and adaptation of last year premiere class (and likely this year) champion Marc Marquez.
Last year’s runner up, Jorge Lorenzo, has not shown theform and speed to match the young Spaniard. Many have been looking for him to bounce back after having two bad races in the start of the season and finishing an impressive third at Argentina. Lack of physical conditioning and training is what Lorenzo is attributing his downfall. As with the latest race in Jerez, Lorenzo said afterwards the race that he just felt tired and physically incapable of mounting some serious challenge with the other riders.
Valentino Rossi, who has claimed a lot of victories and podium finishes in Jerez can only marvel at the braking points and racing lines adopted by Marquez to overtake him in the first three laps. Valentino Rossi tried every trick available in his arsenal to prevent the reigning champion from overtaking him, but a small margin is what Marquez needed and once he claimed the front position, there was no relinquishing.
Dani Pedrosa who has also had a good string of success at Jerez was not much of a factor except in clinching the final podium position from Jorge Lorenzo and trying in the last two laps to catch Valentino Rossi to at least try to make it a 1-2 Honda finish. Pedrosa ran out of time to mount some serious challenge to the Doctor and have had to settle for third place.
At this stage, it is fair to say that Marc Marquez is unbeatable – being the best rider adapting to the best bike on the grid and making the best tire choice. His riding style has been complemented by the handling of the Honda, while the Bridgestone tires allows him to take on those racing lines with which the other riders does not even dare try to tread on. Marquez in his natural form has probably accepted the law of physics with regards to finding the outer limits of racing. No other rider on the grid continously and consistently tip the bike front under braking and make a turn using just the front tire while on very high lean angles. Upon securing the turn, he flips the bike upright and rolls enough power on the throttle to boost his acceleration forward. Doing such riding at this level in every part of the track requires very little room for error. But Marquez has also mastered the art of turning that error into something that helps him further in the race.
The other thing going on for Marquez is that he has completely psyched the competition into submission. The degree with which he overtakes the other riders and maintain the lead is something unprecedented in the history of MotoGP. Casey Stoner was probably the last rider in the premiere class which comes into mind who adopts such tactic, but he does not even come close in being regarded as unbeatable. With Marquez, everything looks so easy that the race is essentially over the moment he gets the front position.
For the other top guns in MotoGP to make themselves relevant again to be considered for wins or even challenging Marquez, they would need a lot of things going – physical and mental health, major bike improvements, speed and consistency. Still, all things considered, everybody knows that they need to employ a strategy – something different and surprising that would at least unsettle the young Spaniard from running away at the front.
Photo from MotoGP.com
Are you ready to explore the transformative power of athlete sponsorship for your brand? Click here to learn more about how sponsorship can help brands grow and thrive in the exciting world of motorsports.
A graduate in Public, Social and Political Communication from the University of Bologna, he has always been passionate about marketing, design and sport.
The online platform where you can discover the latest trends, strategies and insights from the exciting world of sports marketing.
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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 sponsorship or sports marketing 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. Sports 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.
Sports 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 sports marketing and sports sponsorship agency like RTR has an objective, 360-degree picture of the scenario and can tell you what is really best for you: which sport, 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 sports 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 sports marketing project you need an agency that knows how to use sponsorship to engage the fanbase on the Web, 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 sports 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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