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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.
By Emanuele Venturoli| Posted August 16, 2015 | In Bikes, MotoGP, Motor Racing, Motorsports
Movistar Yamaha MotoGP rider Jorge Lorenzo put on an incredible show today at Automotodrom Brno, keeping rival Marc Marquez at bay for 22 laps to cross the line with a convincing 4.462s gap. TeammateValentino Rossi also put up a strong fight at the early stages of the race when he battled with Bradley Smith and Andrea Dovizioso to take the chequered flag in third place.
Lorenzo had a brilliant start, taking the holeshot from pole and immediately tried to break away with Marquez running closely behind him. After the opening lap the X-Fuera rider posted times in the low 1’56s for the next eight laps. Riding faster than anyone on track, the pair created a gap to the group battling for third, but with 14 laps to go the Majorcan’s pace proved to be too hot for his rival, and he managed to break away.
In his element, Lorenzo remained unthreatened for the remainder of the race and continued to manage the gap to Marquez perfectly, claiming a first victory in Brno for Yamaha since 2010 by a convincing length.
Starting the race from third on the grid, Rossi slotted into fifth place, but quickly fought his way back to the front, overtaking Smith for fourth, but he lost valuable time behind Dovizioso in their battle for third place. With Andrea Iannone looming in fifth, Rossi put extra pressure on the compatriot in front of him and made the pass stick at the end of the third lap.
The Doctor put his head down to close the over two second gap to the frontrunners, but was unable to claw back the lost ground. Riding a lonely race, he focused on holding off his trailing rivals and crossed the line in third place, 10.397 seconds from the front, to make it his eleventh consecutive podium of the season.
Today’s race results have Lorenzo take over the lead from Rossi in the championship as the pair are on equal points, each having earned a total of 211 points so far, but Lorenzo having two more GP wins this season.
The Movistar Yamaha MotoGP team will remain in Brno for a one-day tyre test tomorrow.
I didn’t need to push at the end, so this was not a perfect race, because I could have been a little bit faster. I had a margin, not enough to be comfortable but enough to risk less. I pushed so much at the beginning of the race and I gave my maximum to escape from Marc, who stayed behind me for a lot of laps. I expected the race to be a little bit quicker at the beginning and to be riding 1’55,9, but with a full fuel tank, and also after the Moto2 the track seemed to have a little less grip, it was not possible. Luckily for me after a few laps I started to brake better with less fuel in the tank and enter corners faster than before. I improved my times only by one tenth of a second, but it gave me a 0,6s advantage in one lap and that went up to one second and I was able to get away little by little and win the race.
This weekend Jorge always rode very fast, but at the same time I had hoped to be closer and that I was able to stay with Marc, because during the practices my pace was not so bad. Unfortunately I wasn’t fast and strong enough and also my rhythm was quite slow. It’s true that I had a bad start and lost time, but that was not the problem, I simply didn’t have a good enough rhythm and that’s a shame. I expected Brno to be difficult, because it had been difficult for the last few years, but I expected a better race, so we have to understand why and try to be stronger at the next races. It’s unbelievable that after eleven races Jorge and I are on the same level of points. It’s difficult, because it looks like Jorge came back very strong after the break and he is in a great shape, but we will have to keep trying.
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 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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