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 17, 2020 | In Mirco Lazzari MotoGP photography
If I said that everyone loved Nicky, those who didn’t know him would think, “That’s what everyone says when someone passes away. They suddenly become a hero. Their insignificant acts are transformed into great feats. Their defects are forgotten, and their transgressions pass into the archives as if death renders them all innocent and equal overnight. It is as if dying is not the only fate that none can escape, least of all if they are used to speeding at 300 an hour.”
Well, for Nicky it wasn’t like that. Nicky was truly liked by everyone. And each had a good reason. For the ladies, one must only look at his photos to understand why the loved him. For motorcyclists, it was because he never held back and put his all into the sport. He knew to stand tall even when you lack natural talent or things don’t come so easily. Maybe, it was because he knew not only that, but also knew himself. He understood the importance of rolling up your sleeves and getting your hands dirty. He was the Bruce Springsteen mechanic that sang “I’m on fire” and drove a Ford Thunderbird
dreaming about winning over the blonde that lives in the hills: except the Kentucky Kid achieved his dreams. “Sometimes it doesn’t seem real to be compared to the Greats from the past like Spencer, Lawson, Rainey…,” he
once said, speaking with true humility. Clearly – so honest as to appear out of time – his humility was a reality.
The only exception was when he proudly defended the legitimacy of his greatest victory, the 2006 MotoGp Championship, after someone claimed that his success was due to Rossi’s fall in Valencia, by saying, “Guys, I earned this title. Remember, the track never lies.”
For journalists, it was how, between a “you kno’”, a “brother” and an “I mean”, he would recount beautiful stories of dust, the Midwest, and America. He would tell of a family that would all ride bikes together, every single member,
maybe even the goldfish from the living room. “Everything that has two wheels is made for us,” he would say. His father Earl that followed step
by step around the world and inspired him to put the number 69 on his windshield, after telling him, “It’s convenient because it can even be
read upside when you fall over.” Or when we was speaking about the Indy garden at his home and happy Laguna Seca holidays or about his happy life, of smiles and never of envy. Or when he would recount his time with Honda, “What is it like being Valentino’s teammate? Cool. Sometimes it helped with girls. They would come to my motorhome and ask me about him, so I would tell them, ‘he is here inside. Come on in and I will introduce you to him.”
For companies, it was because he was a serious and hard worker. A tireless tester and complete professional, who was always open to joining the difficult life in the garage.
He was divine like Rossi and Stoner, without ever batting an eye, driving and cooperating with a strong work ethic. No one was ever heard complaining about him. And if they did, they must have been drinking or mistaken him for someone else.
For his competitors, it was because he was fair, neither dirty nor vindictive.
The only time he was truly angry was in the 2006 MotoGP series when Pedrosa, his teammate, collided with him in Portugal and almost cost him World Championship, however he ended up securing his title in the following race. But, aside from that occasion in which even Gandhi would have been mad, Nicky still took it in his own way and once again started the only way he knew how: rolling up his sleeves, forgetting the past, and focusing on the present because the future can only be better.
For sponsors, it was because he was one of those people that they refer to as positive personalities that do not mess around, they communicate and aren’t fakes. They are a thousand faces in one: skater or actor, student or Rockstar. The types that are nice, easygoing and stay clear of drama. They are disenchanted, like the men that know themselves and life, are known to be. They are the ones that understand, in the end, it is best not to take anything too seriously. For photographers, again, it is enough to just look at his pictures to understand why they loved him.
One day, on some track somewhere around the globe, he said that he considered himself the luckiest guy in the world because he got to do what he loved most in life. “You kno’, it doesn’t happen to everyone,” he said with a smile and a wink. Then, with a fist bump, he ended the word that true men are distinguished by “Thanks, man.”
No, thank you, Nicky. See you around sooner or later.
I miss racing everyday. This is the first time since I was 8 that I haven’t started a season. When you live and breath something you love, when it’s gone there’s definitely a big void. But there’s always positives to take from these times. Right now, we all have time in the world to reflect on life, our decisions, our goals, the people we have around us, our careers.
Today, we see clearer skies all over the world, less animals being slaughtered for our pleasure simply because our demands are much lower and everyone staying in. Let’s not come back the same as we went into this tough time, let’s come out of it with better knowledge of our world, changing our personal choices and habits. Let’s come out of this as a new us, a new reinvigorated you, fitter, healthier and more focused but above all, kinder, more generous and gracious and caring for our world and the people in it. I hope we all do.
All the photographs and content of this page are property of Mirco Lazzari and are here published with the consent of the author and his associates.
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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