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The MotoGP Audience: who and where are the fans?
By Riccardo Tafà| Posted February 9, 2022 | In MotoGP, Motor Racing, Sport Sponsorship
By Riccardo Tafà| Posted February 9, 2022 | In MotoGP, Motor Racing, Sport Sponsorship
The MotoGP Audience: who and where are the fans?
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? Is it a loyal audience or an occasional one? 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 2022 calendar
MotoGP, TV and social networks
TV networks, due to the huge demand, broadcast the live race and insights of great quality. In 2020, more than 200 Countries were receiving live tv signal, 22,208 total broadcast hours, 432M homes reached via cable satellite network . The TV target is composed of 80% Men and 20% women.
This passionate fanbase follow the deeds of their champions by attending on the track (unfortunately not in the 2020 season due to the pandemic) and through the telly.
And what about the MotoGP audience? What is the MotoGP audience demographics?
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.
One of the most common question is usually how many people watch MotoGP: the most recent data we have say 338M cumulative audience, 92M live audience and 24.2M average audience. (source Nielsen Sport 2020)
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 of 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 active race goers 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 race weekends 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
Managing Director for RTR Sports, Riccardo graduated in law at the University of Bologna. He began his career in London in PR, then started working in two and four-wheelers. A brief move to Monaco followed before returning to Italy. There he founded RTR, first a consulting firm and then a sports marketing company which, eventually, he moved back to London.
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In 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.
Save time and money
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.
The right information, the right choice
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 beating heart
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.
Objective measurements for a certain return
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.
Sit back, relax, we’ll take care of it
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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