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 April 20, 2021 | In ML, MotoGP
Success is the ability to go from one failure to another without losing enthusiasm
– Winston Churchill
ML Magazine is Mirco Lazzari‘s new editorial venture: a journey through photography, sports, culture and colors. Mirco Lazzari is one of the best known and most appreciated photographers of the MotoGP and Superbike World Championships and has taken some of the most famous shots in all of motorsport. We are honored to be able to host his work on our pages. You can read the full edition of ML Magazine at the link below.
The tale of this great feat seems almost trivial: two strong riders running for two great Manufacturers, challenging each other to the last race for the title. But trivial is the wrong adjective to pair with the grand finale of the 2002 World Superbike season. Opposite, divided by a single point, are Texan Colin Edwards, 2000 world champion and factory Honda rider, and Troy Bayliss, Australian, defending champion and heart and soul of Ducati. Two champions, but above all, two real men. Two who came up without too many updrafts, who do not need organized fans and puppets to feel loved. They are not two angel faces, but they enjoy unlimited trust from the managers and the people. Troy was fished out of the periphery of motorcycling that matters, but those who chose him knew immediately that he was a diamond, perhaps a rough but valuable one. Colin is one of the last flashes of the great American school and is the man on whom Honda has built its challenge to Ducati: beat them in Superbike with a twin-cylinder bike. A decidedly resounding challenge.
Bayliss and Ducati experience a great first half of the 2002 season, then Honda unleashes its R&D preparing “evolution” material for the VTR that has just won with Edwards and Katoh the Suzuka 8 Hours, the most important race for Japanese manufacturers. Nine wins in a row in 2002 for Colin but Troy is one point away… It’s September, at Imola, one of the most beautiful tracks in the world, there are over 100,000 passionate spectators. Because when there’s a big show, the problem is fixing the people, not making them come. The tension is cut with a knife, it is a duel to the death that the two face with great naturalness. Tense as violin strings, but ready to play it even and without hysteria, as in an Old West duel. And here it becomes clear that Edwards, as a good Texan who loves guns, has some advantage. But the Australian is not trembling and has the same strategy in mind: beat his rival and win the title.
It went well for Edwards and Honda, twice first, but people cheered both. There was no villain in that western, even though Bayliss’s motorcycle factory is less than fifty kilometers (of via Emilia) from Imola. It was one of the most beautiful races in the world in terms of content and emotional tension. The two of them, needless to say, rode like champions, so much so that Bayliss’s only possible ally, fellow brand mate Ruben Xaus, ardent, aggressive, and Gascon, only succeeded that day in tagging along with the two masters, like a good little schoolboy.
On the evening of September 29, 2002, Troy and Colin were no longer two rivals: they had become two people deeply bonded by having participated in the greatest battle in Superbike. In a season in which, out of 26 heats, they let others win only one, the human…
A few months later their careers changed abruptly: both moved to MotoGP. Bayliss with the overpowering Ducati, Edwards with the unmanageable Aprilia RS Cube. They are no longer two top riders, but they remain two great riders loved by the public and, above all, two great men. We are in Motegi, it is October 5, and the Pacific GP is being raced. Ready to go, the first corner comes and John Hopkins decides to delay the braking beyond all limits, hitting Carlos Checa. A “beaner” is triggered that leaves even Bayliss on the escape route, who realizes his race is over in an instant. But the keen eye catches sight of Colin’s Aprilia planted in the gravel and unable to get out. “No marshals came to help me,” Edwards declares, “then I felt a vigorous push and was able to get going again. Out of the corner of my eye I saw it was Troy, thank you very much!”
For the record, Edwards finished in 17th place a minute and a half behind Biaggi, the race winner. But he still put in his best effort, partly to honor the friend who had helped him. Fair play, please. And you will see, dear young riders, that even after 20 years they will remember you!
June 27, 2013
Assen circuit, Hoge Heide corner, Thursday free practice: Jorge Lorenzo crashes at 238 km/h breaking his left collarbone. Brought to Barcelona by private flight, he is operated on in the early hours of Friday (with the insertion of a titanium plate and eight screws into the bone) and brought back to Assen in the afternoon of the same day.
After the doctors’ okay, he returned to the track for Saturday’s warm up and race, accomplishing a feat: racing 48 hours after an injury and 36 hours after undergoing surgery, finishing in fifth place.
All photographs and content on this page are the property of Mirco Lazzari and are republished here 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 motorsport sponsorship 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. Motorsport 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.
Motorsport 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 motorsport sponsorship agency like RTR has an objective, 360-degree picture of the scenario and can tell you what is really best for you: which racing series, 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 motorsport 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 motorsport marketing project, you need an agency that knows how to use sponsorship to engage the fanbase online, 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 motorsport 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
The online platform where you can discover the latest trends, strategies and insights from the exciting world of sports marketing.
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