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By Riccardo Tafà| Posted September 26, 2019 | In MotoGP, Sports Marketing
According to the yet to be confirmed calendar of MotoGP 2020, the paddock will fly back to Finland to race on the KymiRing circuit after 39 long years.
The romance between the Scandinavian country and engines is a long-lasting affair. The home country of the unforgotten Jarno Sarineen and Taru Rinne, the first woman ever to win points in the World Motor Championship, has always shown a great interest in both two- and four-wheelers (in addition to snowmobiles). In the World Motor Championship Finland is still duly represented by Mika Kallio, the newly promoted KTM rider after the Zarco era, Niki Tuuli, and AJo Motorsport, one of the most professional and competitive teams of the entire paddock.
If this is not enough, the nation having a population of a little more than 5.5 million people is the birthplace of a very high number of F1 and rally champions. Some well-known Finnish winners of the F1 World Championship include Mika Hakkinen, Keke Rosberg and Kimi Raikkonen. And the list continues with Bottas and Kovalainen who won Grand Prix races in the major series of open wheelers. If we look at rally racing, the scenario becomes far more interesting. The list of world champions is very long: Markku Alén, Ari Vatanen, Hannu Mikkola, Timo Salonen, Juha Kankkunen, Tommi Mäkinen, and Marcus Grönholm.
Any doubt, now, that a Grand Prix in Finland is the icing on the cake? Riders will compete in a place where passion is strong and deeply-rooted.
Our national riders have always asserted themselves in Finland: Agostini won up to sixteen times in the two classes of the Imatra circuit, 350 and 500; Walter Villa won four times and Pier Paolo Bianchi two. An Italian rider, Marco Lucchinelli, was the winner of the now far in time competition raced in 1981 in Imatra, in the 500 class. Hopefully, this tradition will be restarted with yet another victory of an Italian rider.
Lucchinelli, Pat Hennen, Johnny Cecotto, Phil Read are some of the names of the winners of the Grand Prix in Finland which used to be raced on an iconic road circuit, a hard track that was up to the mastery of the most talented riders only.
The historical circuit in Imatra is still in the hearts of all MotoGP lovers. Any fan over 50 can still remember the very popular image of the riders crossing the railway tracks, which I am posting in this blog for youngsters mainly and to remember Luciano Bindini, the gentleman with a hat in the background of the picture. This man gave a very significant contribution to the history of racing as he was constantly and actively involved in the setup and decoration of the racing tracks with the colours of the sponsors, a man I feel happy to thank for his courtesy and the professionalism he showed when we had the chance to work together in past times.
Imatra has meant and still means so much for MotoGP lovers that the name of the circuit was used a few years ago to launch a new brand whose testimonial was Valentino Rossi.
Year 2020 will mark the move to the brand new racing track of the KymiRing, located close to the town of Kouvola, approx. 130 km away from Helsinki, the Finnish capital city. Nostalgics who wish to go and visit the old racing track in Imatra – which is still in operation, by the way, and is located 130 km north east of Kouvola – will only take a one and a half hour trip from the new circuit.
In summer this year, in preparation for Finland’s return to the MotoGP, test riders from the official teams had the chance to test the still under-construction KymiRing circuit. The rainfall on 18 and 19 August did not stop Michele Pirro (Ducati), Bradley Smith (Aprilia), Jonas Folger (Yamaha), Stefan Bradl (Honda), Mika Kallio (KTM) and Sylvain Guintoli (Suzuki) from taking to the new track and sampling it. The first reactions were not totally positive because of the layout of the track. Below are some statements made by the riders and collected after the end of day one.
Kallio, the home rider and first to take to the track, feels that the circuit is too slow in some places and it is “not ideal” for MotoGP.
“If I need to say something now, I believe there are some corners that we need to change,” said Kallio. “Basically we need to have some kind of gap between the corners. Now the bike is turning to the left or right all the time, and that’s not ideal for MotoGP. So we need a little bit longer straights between the corners.”
Bradley Smith labelled the KymiRing “very different to anything we’ve seen before” and he stressed the “technical challenge” connected to the layout of the track. “There are a lot of off-camber corners here which makes it difficult for the riders, it’s a technical challenge. It’s quite tight and twisty and a little bit slow in places, but we also have places like Silverstone where it’s flat out everywhere. Sometimes it’s good to have a complete different end of the spectrum. Also, we have three different categories [MotoGP, Moto2, Moto3]. It’s not just for MotoGP and I think those smaller bikes will really fit this race track.”
According to Michele Pirro “the track is too slow and not spectacular enough” and Syvain Guintoli concluded that the KymiRing is a track the riders “will grow to love” over time.
As usual, I am pretty sure that at the end of the first FP1 of the 2020 race the leading riders will appreciate the track, while less competitive riders will not save it from harsh criticism.
The race at the KymiRing is one in which businesses will have the occasion to sponsor MotoGP for one Grand Prix only. Finland also gives yet another interesting chance: to meet a passionate, competent audience with large economic resources. Please find attached the statistics relating to the average monthly earnings of 5.5 million Finnish people. Make a comparison with the average wages in Europe and you will see that this is a tantalizing occasion. If this is not enough, data referred to 2019 is even more promising.
Needless to say, if you are interested in sponsoring the Finnish event of the World Motor Championship, whether it is with a team or the organiser, do not hesitate to contact us at: info@rtrsports.com.
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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.
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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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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