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 June 7, 2014 | In MotoGP, Motor Racing
The recent race in Mugello, Italy was one for the ages in the premiere class of MotoGP. A race primarily decided on the last two laps with each competing rider trying to get the better of one another. It was a showcase of extraordinary skills and bravery of these riders who push themselves and the machines to the limit.
Mugello was also witness to the 300th race of Valentino Rossi, hailed as his generation’s greatest motorcycle racer ever. Thousands of Italian fans flocked the race track, donning shirts proclaiming their support for their native rider. Valentino did not disappoint as he finished third in the race, despite having some major issues during testing and qualifying races. Starting from the tenth on the grid, the Doctor showed form reminiscent of his championship years where he slowly shook of the riders in front of him until reaching third position. From there. he would cruise on the way to his fourth podium finish for the season.
But the main spectacle of the race was the battle between the champions of MotoGP for the past two years. Jorge Lorenzo, still reeling from what may be his worst season start knows that this race is vital to restore his mojo. He was hampered by a lot of issues, from tires, bike setup as well as physicality. Marc Marquez on the other hand is riding a tide of euphoria, having won the first five races in front row. Come Mugello, he has been able to continue his particularly impressive form throughout practice and would again be starting at the front.
When the red lights went off, Ducati made its rocket start, with Pramac rider, Andrea Iannone blazing to the front. A couple of laps and the charge of Jorge Lorenzo has brought him at the front. Knowing that Marc Marquez is two places behind him, he tried mightily to increase the lead, riding his machinery to its limit, taking as much rubber out of the edge of the tires.
But Marc Marquez won’t be denied his sixth win in as many race as the season. He kept pace with Lorenzo, at times swapping places with him. Marquez made his race winning overtake on the long straight, taking on Lorenzo through the slipstream. Lorenzo made a valiant effort to try mightily to retake the front position, but Marquez held the passing lanes defensively. At the final lap, Lorenzo was not able to use his corner speed to overtake Marquez on the final turn where he was able to do so easily at the earlier stages of the race. Again, it was Marquez who first adorned the chequered flag.
At the post-race interview, Lorenzo was delighted with the result but in his mind, he knows that for him to beat Marquez, Yamaha needs to step up its efforts to provide him a faster bike. Twice he mentioned that they are losing on acceleration and top speed, and these were the areas that Marc Marquez with his superior Honda machinery used to his advantage.
It is very exciting to see Lorenzo back in form, given that of all the current riders in the grid, he’s the one who could match the reigning champion’s speed. Rossi’s resurgence is also a nice welcome to keep the races exciting, especially at the early stages of the race, but he still needs to up his game to match these two Spaniards. Pedrosa has been steady but not enough to make any dent at the front. The Ducati, particularly Iannone, has shown that he can duke it out at the start of the races, but he needs to keep the consistency throughout the race. Dovizioso will also require more development from his factory Ducati to give better results every race weekend. The Espargaro brothers have shown some form and effort, but their machinery clearly lacks the power to match the factory bikes. All in all, the race at Mugello could well be a preview of more exciting races to come.
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.
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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
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