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By Riccardo Tafà| Posted July 22, 2020 | In MotoGP, MotoGP
The riders of the Motorcycle Racing World Championship have accustomed us to exploits that would also be hard to conceive for Stan Lee, the creator of the Marvel super heroes, and his boundless imagination. Very quick recoveries, accidents expected to keep any lay man out of action for at least three months resolved overnight, races run with broken wrists and ankles. The list may continue with riders subjected to operations and convalescing for a few hours and performances on motorbikes that are inconceivable for ordinary mortals.
Flash news coming from the paddock in this very hour report that World Champion Marc Marquez might be on track this weekend, after undergoing surgery to fix a fractured humerus only two days ago. The Spaniard suffered a terrible high side during the opening round of the MotoGP Championship in Jerez, on July 19 2020. Should Marquez be on the grid just seven days after literally breaking an arm in two, it would definitely be one for the ages.
The Repsol Honda Rider is now waiting to be considered “fit to ride” by Dorna’s medical staff, but in the meantime he has already flown to Jerez where he will rejoin his Team, who have decided not to page Honda test rider Stefan Bradl.
In a very similar condition are also the LCR Honda Team and the Ecstar Suzuki Team, whom are currently waiting for updates regarding their riders Cal Crutchlow and Alex Rins. Both the Englishman and Rins have also had a very tough opening to the season, resulting in a broken scaphoid and a heavily sprained shoulder. We will definitely need to wait and see but, as for now, all three riders could wear their leathers and hop on a motorcycle for the Andalusia GP this weekend.
The history of MotoGP is filled with so many extraordinary episodes and accidents resolved in such a sensational manner that a comprehensive list would be too long to draft. The purpose of the following lines is to illustrate some of the most popular accidents to emphasise the fortitude and very hard shell of these incredible riders-super heroes, but above all their huge passion.
It is the first season of the new Millennium and the rider from Castel San Pietro is racing the Grand Prix in Assen with his hand broken due to a fracture suffered at the third and fourth metacarpus during the warm-up session a few hours before the race. Capirossi runs the race and even flashes under the chequered flag scoring third. After the awarding ceremony, he goes to the infirmary where his hand is fully plastered under the incredulous gaze of the medical staff.
At the third race in the 2007 Superbike season, Bayliss is leading Race 1 when he crashes down in a bend and flies over the gravel. The doctors at the Derbyshire hospital immediately diagnose him with a broken little finger and the fracture is such as to require total reconstruction. The rider asks for the recovery times after the operation and the answer does not please him: the hospitalisation time is too long in his opinion. As he does not want to quit the world championship and to stop his racing season, Bayliss makes the most sensational decision: finger amputation.
History has it that every rider on earth has felt his heart leaping when attacking the fearful straight stretch of the Mugello circuit. With motorbikes now reaching peak speeds exceeding 350 km per hour, the very long straight stretch of the Tuscan hills is one of the fastest points in the Motorcycle Racing World Championship. In 2013, Marc Marquez is on the receiving end: he loses control of his Honda immediately before throttling off and crashes to the ground at 340 km per hour. It is a terrific crash that leaves many spectators, sports commentators and sector operators breathless. Luckily enough, the lad from Cervera stands up, apparently uninjured, and walks to the box. The following day he would run the race with a huge bruise at his jaw under the helmet.
The victims of the Grand Prix of Italy also include the nine-time world champion, Valentino Rossi. In 2010 the Doctor is unsaddled from his Yamaha and shot in the air. The crash causes him a broken ankle. Despite his record-hitting recovery (41 days only), Rossi does not manage to be a concern-raising competitor in the Motorcycle Racing World Championship.
A few years later, on August 2017, history repeats and Rossi fractures his tibia and fibula again while training with an off-road racing motorcycle. Three weeks later he joins the Aragon championship and scores an excellent fifth position.
A special place among the most sensational exploits in the history of MotoGP is for Jorge Lorenzo in 2013 in the Netherlands. During the FP2 on Thursday afternoon in Assen Lorenzo touches the white line made slippery by the rain with the rear tire of his bike and immediately loses traction, leading to a tremendous highside. The Spaniard ends his fall on his left shoulder, which causes him a complete fracture of his collarbone. He is urgently transferred to the General Hospital of Catalunya where he is operated overnight. After the operation, Lorenzo almost incredibly asks to be taken back to the Assen circuit where he runs the race on Saturday, scoring an astonishing fifth position.
Sheene’s motorcycling legend definitely owes much to his ability to quickly recover from horrible crashes, at a time when safety systems were not as advanced as they are nowadays. It is the year 1975 and the competition is Daytona, United States. The rear tyre in Sheene’s bike gets literally pulverized at 170 km per hour and the rider ends up crumpled at the bottom of the banking. The medical report sounds like a dispatch from the front: fractured left femur, fractured right radius and ulna, compression fractures to 4 vertebrae, 3 broken ribs and a numberless list of dreadful abrasions. Later, the racer would tell the press that he had so much skin peeling off his back that they could coat a sofa with it. He added that he would have been shot on the spot if he had been a racing horse, and not a man. Despite all injuries, it took Sheen less than 50 days to ride his motorbike again.
The motorcycling accident which mostly contributed to placing the Clinica Mobile and his creator, Dr. Costa, under the international spotlight was Mick Doohan’s crash in Assen in 1992. During the qualification sessions of the Dutch Grand Prix, the Australian rider of the HRC Team slips on the track and gets entrapped under his bike until he eventually crashes against the tall kerbs siding the track. With his tibia and fibula smashed, Doohan is immediately operated. Serious complications occur after the operation leading to severe gangrene and the dreadful prospect of amputation. Dr. Costa picks Doohan from the hospital and confines him in a small private clinic set up in his own house. Doohan receives treatments at the limit of science fiction, including both legs plastered together to facilitate blood exchange between the limbs and the application of a huge metal brace to straighten his leg. Eight weeks of sacrifice to save Doohan’s leg and enable him to go back on the saddle. Although Doohan eventually lost the world championship for a few points, he inevitably entered the hall of fame.
Sportspeople in general and riders, in particular, have very strong willpower on their side to help them overcome incredible hardships. In addition to this, however, it is pretty honest to say that the recovery of MotoGP riders is supported by world-class facilities that assist and help them achieve astonishing results. The Clinica Mobile, as mentioned above, is one of these facilities. This clinic, which can fairly be included in the list of “Italian excellences”, has features, specificities and operational capabilities which make it an interesting sponsorship opportunity for companies operating in sectors related to health and well-being. Click this link.
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Picture by Scott Jones
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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