Are you willing to sponsor?
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 September 23, 2015 | In MotoGP, Motor Racing, Motorsports
The Movistar Yamaha MotoGP team arrives in Aragón for one last European round before the overseas races. At the previous race in Misano Valentino Rossi and Jorge Lorenzo were involved in a fight for first, but were surprised by changeable conditions. They are both keen on another chance to show their fighting spirit at theGran Premio Movistar de Aragón this weekend, which is special in more ways than one. Not only is it Lorenzo’s third home race of the season, but it’s also the home GP for the team’s title sponsor, Movistar, who took title sponsorship of the Aragon round for a second year in succession.
Rossi’s fifth place at the San Marino GP helped him increase his advantage in the championship standings over closest rival and teammate, Lorenzo, to 23 points. He aims to continue this momentum and extend his lead even further this weekend at the challenging MotorLand Aragón circuit. After winning Silverstone two rounds ago, Aragón is one of just two rounds included in the 2015 season that the nine-time World Champion has never won at, the other one being Circuit of the Americas (COTA). His best score in Aragón so far has been third place in 2013, but he looks forward to bringing change to those statistics this weekend and is excited about another chance to battle with the frontrunners.
Teammate Lorenzo is also looking forward to arriving in Aragón, which will be his penultimate home race this season. He turned the previous two Spanish rounds in Jerez and Catalunya into Lorenzo’s land and is eager to duplicate these turns of events at MotorLand Aragón circuit this weekend. He has set as a goal for himself to close down the 23-point gap to his teammate and hopes to delight the Spanish supporters with some thrilling racing action. Over the last four years his passionate fans have cheered him on to secure numerous successes in Aragón. He scored a brilliant victory last year, two second places in 2013 and 2012 and a third place podium finish in 2011.
The MotorLand Aragón circuit is situated a few hours drive away from Barcelona. Originally the town of Alcañiz hosted street racing between 1963 and 2003, but safety advice led to the construction of MotorLand Aragón. The fast and challenging 5.077 km long track was first added to the MotoGP calendar in 2010 and has one of the most spectacular elevation changes and multiple flowing corners, allowing for some exciting racing to happen that motorsport fans don’t want to miss.
The circuit’s layout was praised by riders after its first Grand Prix and was rewarded with the IRTA Best Grand Prix of the Year award that same year. It was the first time a circuit had received the prize in its debut year.
As I said many times, now every race has its own story. There are five races from here to the end of the season. If that’s many or few, I don’t know, it depends on your point of view, but I do know that it will be important to win races. Now we go to Aragón, a track where we have tested some weeks ago. The results were positive but also Jorge, my teammate, went very fast. Our competitors are usually strong here too, so it will be a very challenging weekend. We have to work well from the first day and hopefully the received data from the tests will help us. The atmosphere in the team is very good, I feel good and we’re ready to get back on the podium!
In Misano, like in Silverstone, the final standings were not as we thought they would be. It was very disappointing, especially regarding the pace we showed throughout the entire weekend, but unfortunately twice in a row we encountered some tricky situations for the race. From now on the fight for title will be tight, but I believe in myself and in my team as well, so we need to keep trying until the end and fight every race to catch up on points compared to Vale. He is riding well and got important points in the last few races, but I’m quite confident we can improve in the last five races so we are ready to fight. This weekend we’ll visit Aragón and, even if Alcañiz’s track is not one of my favorites, I have good memories there since last year when we achieved a great victory, also in tricky conditions. I’ll never give up and this weekend will be the very first opportunity of the final rounds to extend the fight for the championship.
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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