In Motor Racing, Sport Sponsorship

Some indications on the MotoGP target audience

Sponsoring the MotoGP championship or a MotoGP team or race offers a lot of benefits. One of these, and for many companies it is the main one, is the opportunity of reaching millions of people exposing their brand to their sight. But how many eyeballs are we talking about? And in which nations do they watch MotoGP?

The MotoGP championship is one of the most popular sports in the world, with 20 races across 16 countries in 4 continents. See the new 2021 calendar

MotoGP, TV and social networks

TV networks, due to the huge demand, broadcast the races and insights of great quality. In 2020, more than 200 Countries were receiving live tv signal, 22,208 total bradcast hours, 432M homes reached via cable satellite network . The TV target is mainly composed of 80% Men and 20% women.
They follow the deeds of their champions by attending on the track (unfortunatley not in the 2020 season due to the pandemic) and through the telly. The MotoGP Championship attracts a young audience: 60% of fans on MotoGP Social Media are under the age of 35, 43% have been following the sport two to five years, showing newcomers and younger viewers are growing in number. These factors are definitely a key to the Championship’s appeal for sponsors and advertisers. 70% watch Grands Prix on television alongside friends and family, this means that it is a shared experience for most viewers. Moreover, 75% of those who watch MotoGP on telly say they would tend to choose a brand because they associate it with the sport. This proven statistic is essential for MotoGP’s commercial partners and potential sponsors.

What about social media?

MotoGP fans can watch and enjoy contents thanks to the massive digital platform of MotoGP as well. MotoGP reached 30M fans across social media and digital platforms: 12.2 BN impressions, 3BN video views, 400M engagement, 2.5BN minutes viewed.

This is the global digital profile: 62% 18-34 years old, 28% 35-54 years old,  84% male and 16% female.

Facebook is the first social with 13,9M fans, then Instagram with 10.2M followers,  2.7M on Twitter,  3.7M subscribers on Youtube and 465K followers on Tik Tok. On top of these data we have to consider  the personal social media of every single rider and those fo the teams. MotoGP’s fans are very loyal and affectionate and during the year they watch at least 15 of the 19 races. The total reach, referring to digital channels only, was 6.7 billion interactions last year.

And on the Track?

Due to the Covid-19 pandemic, we can share with you the 2019 datas as the 2020 season was performed behind closed doors. We hope that will see all the spectators back on track this year, watching some great races while cheering and supporting their favourite riders.

The number of participants on the track has been rising over the last decade: by 2019, it was 2.863.113 million fans who saw another incredible season of racing live at the track.

16 races exceeding 100,000 spectators, some races went sold out and even the Vip Village hospitalities in 2019 were often completely full months in advance.

The public physically attending the races is 80% male, 70% are under 35 years old and 65% of those present on the circuits declare that they have purchased products connected to the MotoGP and 78% would tend to choose a brand because they associate it with MotoGP.

If you’d like to explore the industry and find out what sponsoring MotoGP can do for you and your businness, you can contact us using info@rtrsports.com. Whether you intend to become a technical partner or a Title sponsor, we will show you the benefits, the opportunities and any possible difficulties either positive or negative and how to mitigate them – see these links – https://rtrsports.com/en/blog/bonus-covered-by-insurance/   and https://rtrsports.com/en/blog/sponsorship-and-scandals/  of this activity.

In the meantime, if you want to see how in the last 20 years we have helped some companies to surf in this sea, here you will find a selection of case histories from which to take a cue

 

Source Dorna 2020 review

Riccardo Tafà
Riccardo nasce a Giulianova, si laurea in legge all’Università di Bologna e decide di fare altro, dopo un passaggio all’ ISFORP (istituto formazione relazioni pubbliche) di Milano si sposta in Inghilterra. Inizia la sua carriera lavorativa a Londra nelle PR, prima da MSP Communication e poi da Counsel Limited. Successivamente, seguendo la sua insana passione per lo sport, si trasferisce da SDC di Jean Paul Libert ed inizia a lavorare nelle due e nelle 4 ruote, siamo al 1991/1992. Segue un breve passaggio a Monaco, dove affianca il titolare di Pro COM, agenzia di sports marketing fondata da Nelson Piquet. Rientra in Italia e inizia ad operare in prima persona come RTR, prima studio di consulenza e poi società di marketing sportivo. 
Nel lontanissimo 2001 RTR vince il premio ESCA per la realizzazione del miglior progetto di MKTG sportivo in Italia nell’anno 2000. RTR tra l’altro ottiene il maggior punteggio tra tutte le categorie e rappresenta L’Italia nel Contest Europeo Esca. Da quel momento, RTR non parteciperà più ad altri premi nazionali o internazionali. Nel corso degli anni si toglie alcune soddisfazioni e ingoia un sacco di rospi. Ma è ancora qua, scrive in maniera disincantata e semplice, con l’obiettivo di dare consigli pratici (non richiesti) e spunti di riflessione.
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