In Sports Marketing

You are a company that sells window frames, toothpaste, mobile phones, sofa or any other product or service. What would you answer if they asked you If they have to pay for your products or services…I can imagine the response.

If you have a legal problem, you go and see a lawyer, and I am sure that you receive an invoice.
In the same way, your accountant will not deprive you of his bill. The same thing happens for architects, engineers, tennis instructors or personal trainers.  Yet it seems strange that agencies should be paid.

So, I ask myself why sometimes you ask if our work has to be paid? “Do we have to pay you a fee?” and with a certain disbelief in your voice…

You called us because you needed some information, and we dedicated you all of our attention, trying to exactly understand your needs and objectives. We have even struggled to extort you the vague idea of the budget you have and, on that basis, we answered quickly (doing the homework, giving you the different scenarios, offering alternatives after having asked the different right holders), producing a document that explains why to do something and how to do it.

In short, we committed ourselves, using our resources, our knowhow (and not only in terms of contacts) not to mention our time to give an answer to your request, and now you put yourself in the position of asking if you have to pay us a fee.

If I put my feet in your shoes I can even understand the question. Why in a world dominated by disintermediation should I use an agency and add a further step to the value chain?

The question is legitimate and the answer should be just as direct: here you are not buying a train ticket. The package you receive is complex and the difference is not only in the price.

I would feel silly myself if I paid 100 euros for my plane ticket and I traveled surrounded by people who paid 50 Euro, but this is not the case…anyway you should to discover Sports Marketing Agency.

3 Reasons why choose a Sports Sponsorship Agency

You are still reading, I think you approved the concept, so here are three reasons why choose a sports sponsorship agency before entering any sports sponsorship program.

1 – The agency knows the market, it doesn’t own any “product” so it can afford the luxury (and it is its own interest) to show you the best opportunity, to tell you the unbiased truth.

You are moving in a market that hasn’t got any published price list, it’s a fluid environment in which, sometimes, fluctuations can be huge.

2 – The agency reduces to zero the learning curve and gives you the possibility to get the best out of the sponsorship from day one.

Do you know the stadiums or tracks where you want to take your guests? Do you know by chance that cozy restaurant just outside the circuit? Can you manage an emergency? What if one of your guests forgot his pass at the hotel and now you are stranded at the front gate? If you answered correctly to all of the questions, then you do not need an agency. But if there are areas of uncertainty then you’d better play safe and go for an agency.

3 – Agencies know the players and the rules of the game

Agencies know who constantly tries to overdeliver and who sticks to the contract, who can be a bit more flexible and who isn’t.

Anyway, what I can promise you is that the next time I go to one of  your shops looking for an L shaped sofa, 3 meters by 4, in matte grey leather (that has to be delivered between 10 and noon next Wednesday) I will not forget to ask the price and to pay for it.

Having said that, if you still want to talk with us we can be reached at



Riccardo Tafà
Riccardo Tafà
Riccardo was born in Giulianova, graduated in law at the University of Bologna and decided to do something else. After a stint at ISFORP (public relations training institute) in Milan, he moved to England. He began his career in London in PR, first at MSP Communication and then at Counsel Limited. Then, following his unhealthy passion for sport, he moved to Jean Paul Libert's SDC and started working in two and four-wheelers, this was in 1991/1992. A brief move to Monaco followed, where he worked alongside the owner of Pro COM, a sports marketing agency founded by Nelson Piquet. He returned to Italy and started working in the first person as RTR, first a consulting firm and then a sports marketing company. Back in 2001 RTR won the ESCA award for the best sports MKTG project in Italy in the year 2000. Among other things, RTR obtained the highest score among all categories and represented Italy in the ESCA European Contest. From that moment on, RTR will no longer participate in other national or international awards. Over the years he takes some satisfaction and swallows a lot of toads. But he is still here, writing in a disenchanted and simple manner, with the aim of giving practical (unsolicited) advice and food for thought.
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