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 MotoGP
Mirco Lazzari’s ML MagazineIssue 5 – 2020
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 feature of photography, sports, travel and culture. A new amazing point of view on Motorsport and Life, ML is the new adventure of one of MotoGP‘s most respected and well-known photographers. You can read the complete issues of the magazine at the following link.
Read the MagazineRe-StartHere we are, back on track. Finally.
In a few, 15, but here we are. And with pride.
It’s all different, it’s all strange.
Congratulations, however, to those who have managed to ensure that we can start again despite 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 has perhaps never been seen before. Collaboration aimed at trying to provide everyone, drivers, teams and newspapers with the material that allows them to show not only the competitions but also everything that needs to be done to relive great races and sporting moments in this very particular historical moment. On the other hand, for each of us, it is also a great professional and personal experience.
From a certain point of view it is a new challenge for all of us who live with cameras in hand, a bit of a return to the past. They are stimuli, the desire to be able to “read” the races as they once did. Do it for yourself, for others … but better than others. Yes, because in a world accustomed to having everything and more, speakers that convey the emotions of what happens on the track, video walls that show it to you and that while you go from one corner to another with your scooter allow you to manage your race, even just by understanding how many laps are left at the end. Well, that doesn’t exist now! No video, no cheering audience, no booms at the top moments, none of that. You have to dust off old memories, old experiences not only of titled races but also of minor races to manage yourself better. Look at the clock by calculating the duration of the competition and towards the end get help from the commissioners to find out how many laps to go. Get organized and reorganized on the fly. And alone, without collaborators to help you or take the chestnuts out of the fire if you got some calculations wrong. By focusing only on your strengths, yes your strengths, even physical ones, because when the degrees are more than forty and you always have to wear the FP2 mask as well as the helmet, long sleeves because after months in which we went out a little outdoors even the creams solar help up to a certain point, yes, you can hear them all over the years!
But then I think about what Angelo Orsi has always told me: “Mirco, always remember that working in a foundry is worse!”
And then ok, it’s true, after all ours is always the best job in the world!Read the magazineBehind the SceneGet your motor runnin’When they wrote these words and paired them with their music, Steppenwolf did not even remotely imagine entering history and commonplace. It was 1968 and many in the United States and around the world were convinced that many things would soon change. Two for sure. The song “Born to bel wild” became very popular because the following year it was included in the soundtrack of the most two-wheeled film in history, Easy Rider. The same song served as an additional soundtrack for an infinite number of films, theme songs, comments on news reports, travel memories and so on and so forth. In short, an authentic cliché that has inspired an immense number of variations which, however, always recite like this: “a nice guitar riff, screamed text, easily sung in the chorus”, the right music for the bike!
But is it really the right music for the bike? Years of television storytelling have helped to emphasize two distinct phases. The first is very rock, with images of action, overtaking and counter-overtaking, falls, sparks, smashing, triumphs and another more technical-reflective, meditative, with slowed-down images as if to reveal the technique by slowing it down or the concentration of the driver who, elsewhere common, when it focuses it slows down. As opposed to the speed with which the rider’s head thinks in the race. It is not said that things work like this nor that motorcycling is just this alternation of rock and soft, of screams and silence. It’s just a convenient and understandable way to tell it, but we can do something revolutionary even in our small way, by changing the soundtrack: away the rock and the screams of the commentator during the last lap of a hot challenge between Marquez and Dovizioso and their place we place the Minuetto by Boccherini. Probably a fatuous but funny experiment that makes us understand how much work still needs to be done to improve the story of a sport.Read the magazine
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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