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By Riccardo Tafà| Posted October 10, 2014 | In MotoGP, Motor Racing, Motorsports
Today’s MotoGP qualifying brought a double delight for the Ducati factory team. The reason for the smiling faces was their rider Andrea Dovizioso. After a satisfying FP4, that ended in fifth position, the italian continued his good work in qualifying.
He started the session with the first best time, but was soon beaten by the likes of Valentino Rossi and Dani Pedrosa. In the second run Dovizioso came back on the scene with the extra-soft tire, giving Ducati their first Pole Position since Casey Stoner in Valencia 2010 and breaking the initial Pole record besides.
Another surprise was Valentino Rossi. It’s no secret that „the Doctor“ has his issues with the new qualifying system, since he usually has a great race speed, but struggles to set a good lap time. However, today everything went well for the Yamaha factory rider. After a short while of being first, he fell back, but could make up few position at the end of the session. He will start tomorrow’s race from second position.
Behind him followed Dani Pedrosa in third place. The spaniard made it to the first row, despite his crash in the very last lap of qualifying. Pedrosa lost the front wheel and fell, but luckily remained unhurt. Starting from third place, he’s the only Honda rider who made it to first row. An important matter, since another Yamaha win on a track that belongs to Honda isn’t what the proud, japanese factory would like to see.
However, the greatest hope for victory lies on Marc Márquez once again, who will start fourth. If he wins the Japanese Grand Prix, he would not only defend his title as MotoGP world champion, but would be the first Honda rider to ever achieve a title on their own property. Surely this is main target for the weekend.
Someone who will try to prevent this aim starts next to Márquez in fifth place. Last year’s winner and Yamaha factory rider Jorge Lorenzo dominated friday’s and saturday’s first practise and seemed determined to repeat his previous result. Lorenzo started into the session as third, but wasn’t able to improve his laptimes. He lost several places throughout the qualifying, but managed to take fifth place in the end.
The second row is completed by Pramac Ducati rider Andrea Iannone, who, just as Dovizioso, had an advantage with the extra-soft rear tire. If this will help him on race day, is questionable.
Pol Espargaró leads the third row in seventh position. With that, he’s still the best Tech3 rider, but nevertheless this isn’t a result the rookie is aiming for. The youngster is followed by a strong Cal Crutchlow, who seemed to have drawn new power out of his podium in Aragón two weeks ago. LCR Honda rider Stefan Bradl ended on a low, ninth place, after some ups and downs throughout all training sessions and a good start into qualifying.
Bradley Smith, Aleix Espargaró and Álvaro Bautista form the third row.
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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