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
No obstacle can stop you as long as the desire to fly is stronger than the fear of falling
– Angelo de Pascalis
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.
Here we are, back on track. Finally.
Few, 15 of us, however, are there. And with pride.
Everything is different, everything is strange.
Kudos, however, to those who have managed to make it possible for us to start again albeit amidst a thousand limitations and precautions but with a new spirit.
It is a bit of a “one for all and all for one” among us photographers, with a collaboration that perhaps has never been seen before. Collaboration aimed at trying to provide everyone, pilots, teams and news outlets with that material to show not only the competitions but also everything that needs to be done to relive great races and sporting moments at this particular moment in history. On the other hand, for each of us, it is also a great experience both professional and personal.
From a certain point of view it is a new challenge for all of us who live with a camera in our hands, a bit of a throwback. It’s stimulation, a desire to be able to “read” races the way they used to. Doing it for you, for others… however, better than others. Yes, because in a world accustomed to having everything and more, speakers that convey to you the emotions of what is happening on the track, video walls that show you and that while with your scooter you go from one corner to another allow you to manage your race, even if only by figuring out how many laps are left to the end. Well, that doesn’t exist now! No videos, no cheering crowd nor boos at the top moments, none of that. You have to brush up on old memories, old experiences not only of titled races but also of minor races to manage yourself as best you can. Look at the clock calculating the length of the competition and toward the end get help from the marshals to know how many laps are left until the end. Organizing and reorganizing on the fly. And on your own, without collaborators to help you or pull your chestnuts out of the fire if you miscalculated a few times. Relying only on your own strengths, yes really strengths, even physical ones, because when the degrees are more than forty and you have to wear the FP2 mask all the time as well as the helmet, long sleeves because after months in which we went outdoors very little even sunscreens help up to a certain point, well yes, the passing years you feel them all!
But then I think of what Angelo Orsi has always told me: “Mirco, always remember that working in the foundry is worse!“
And so okay, it’s true, after all, ours is still the greatest work in the world! When they wrote these words and coupled them with their music, Steppenwolf did not even remotely imagine that they would enter history and the commonplace. It was 1968, and in the United States and around the world quite a few were convinced that a lot of things would soon change. Certainly two. The song “Born to bel wild” became wildly popular because the following year it was included on the soundtrack of the most two-wheeled movie in history, Easy Rider. The same song has served as an additional soundtrack to countless movies, theme songs, commentaries on news reports, travel memories, and you name it. In short, a genuine cliché that has inspired an immense number of variants, which, however, always read like this: “a nice guitar riff, screaming lyrics, easily sung in the chorus”-the right music for the motorcycle!
But is it really the right music for the motorcycle? Years of television storytelling have helped emphasize two distinct phases. The first very rocky, with images of action, overtaking and counter-overtaking, crashes, sparks, unraveling, triumphs, and another more technical-reflexive, meditative one, with slowed-down images as if to reveal the technique by slowing it down or the rider’s concentration, which, another cliché, when concentrating slows down. As opposed to the speed with which the rider’s head thinks on the ride. This is not necessarily how things work or even that motorcycling is just this alternation of rock and soft, screaming and silence. It’s just a comfortable and understandable way of telling the story, however, we can accomplish something revolutionary in our own small way, too, by changing the soundtrack: away with the rock and the screams of the commentator during the last lap of a scorching challenge between Marquez and Dovizioso and in their place we place Boccherini’s Minuet. A probably fatuous but entertaining experiment that makes us realize how much more work needs to be done to improve the storytelling of a sport.
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.
View our blogApril 20, 2021
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 pho[...]
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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