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By Riccardo Tafà| Posted January 6, 2015 | In MotoGP, Motor Racing, Motorsports
If you leave the championship as winner with 67 points ahead of your first opponent, you clearly must have done something right. It’s even more significant, if this pursuer goes by the name of Valentino Rossi. But for the remaining MotoGP world champion Marc Márquez, all this seems to be a nice side effect besides a good bit of fun.
Ever since his arrival in the premiere class of motorcycle racing in 2013, the number 93 starts to appear more and more often on the grandstands. But it’s not only for his exceptional performances on the track, that he gains more fans at every given sunday. Due to his outgoing attitude and the fact, that he approaches fans and media with his trademark wide smile, he quickly became one of the most popular riders in the MotoGP paddock.
The first race of the season in Qatar ended with a special win for Márquez, his first one there in the MotoGP class. He lost the previous one, his first MotoGP race ever, to none less than Valentino Rossi. The rookie fought hard, but ultimately the veteran could prevail.
Rossi returned, after two years of struggling with Ducati, to the podium behind his teammate Lorenzo, with Márquez completing the podium. By that, the rookie made the whole world of MotoGP look at him.
Coming back to Qatar a year later, nobody was looking at a rookie anymore, but at their current world champion. As many of the fans hoped, the battle between Márquez and Rossi went into round two. With Lorenzo being out of the fight, the two fought for the victory as hard as the previous year.
But this time the italian maestro couldn’t keep up with the by now more experienced young spaniard. His first win in 2014 was followed by a series of ten wins in a row, until his teammate Dani Pedrosa came along and ended this row in Brno.
If a rider dominates the field as much as Márquez did, various speculations about him winning all races in a season appear quickly. Of course same happened to the Repsol Honda rider, after he finished the first races more or less perfect.
But even the most talented riders make mistakes. Márquez had to learn this in Brno, where he wasn’t able to keep up with his teammate, Lorenzo and Rossi. It was the first time in his MotoGP career, that a podium was completed without the current world champion.
It wasn’t the last one, though.
Mistakes kept coming more often thoughout the season, the biggest one being the Australian Grand Prix. Márquez still had to settle an outstanding score with the Phillip Island track, since he got black flagged there last season. With a lead of almost four seconds Márquez crashed and left the way up open for Valentino Rossi to reach the top of the podium.
Also the Aragón Grand Prix surely won’t be the most memorable one for Marc Márquez. The otherwise pleasant weather in the north of spain had his own ideas about the circumstances for the race. Rain affected the race, but whereas Jorge Lorenzo and Aleix Espargaró changed their bikes just in time, Márquez decided to take the risk of continuing with slicks. However, this time the gamble didn’t worked out. Few laps after his teammate, also the younger spaniard crashed due to the fact that his tires weren’t working in the rain.
As usual Márquez left the incident without further injuries and continued the race to finally reach the 15th position. This saved him at least one point for the championship standings, even through no one in the field could really threaten him by then. With his massive amount of points ahead of his rivals, Márquez could smile even after a lost race.
The biggest reason to flash his trademark smile became reality at Motegi. As the first rider in history Márquez succeeded to win the world champion title at the Twin Ring Motegi in Japan. Whether it was Casey Stoner, Valentino Rossi or Mick Doohan, none of them was able to achieve this triumph at this track, which is a property of Honda.
This for sure saved him a special place in the history of the proud manufacturer. Understandably fans and media speculate about the way Márquez rides his bike. Some said he had more luck than talent, when he appeared in the MotoGP class, but by now all those voices should have disappeared. For sure luck is with him; as proven by his many crashes.
Looking closely, it’s remarkable, that he often crashes in training sessions, meaning he tries to find the limit he can’t overcome. If that limit is a given surely is questionable, but nevertheless he benefits from this informations, when it getting serious on sunday afternoon.
What’s more, compared to the crashes by his teammate Dani Pedrosa, Márquez usually leaves the incident without further issues. He has always been able to compete and mainly finish any race, whereas Pedrosa has more struggle to do so.
If the veteran crashes, it usually comes with a further injury, as for example at the Sachsenring or the Aragón Grand Prix in 2013. Second crash cost him his hopes for the world champion title.
But besides luck, there are other factors that make Marc Márquez an outstanding rider. An important part surely is his self-confidence, that natually grows with every race he wins and every record he breaks.
It seems that the gossip about all the records he continues to break never abates. And as it is with all gossip, opinions are divided. Some people compared Márquez with living legend Mick Doohan, after he theoretically broke his record of twelve wins in one season at the saison finale at Valencia in 2014.
Others insisted that both riders can’t be compared, since the aussie had less races to compete in. This means that, in percent, Doohan’s record is still unbeaten.
Also, with few exceptions, his impulsive way of handling his bike always worked out well, whether it’s free practice, qualifying or the race itself. Watching him race sometimes looks like he’s not thinking about his riding at all, but then again, is it possible to become a two time world champ without thinking at all?
Or is it this obviously exceptional way of thinking and planning a race that makes him a champion? Whatever his secret may be, nobody except Márquez will ever know.
In fact, nobody ever mentioned, that it could only be for the sake of his factory Honda, that he dominates the class as much as he does. Some time ago, someone else did the same and was constantly confronted with this reproach.
This someone is none other than Valentino Rossi, who had to fight back the allegations by journalists and colleagues. that he was only winning because his Honda couldn’t be beaten by any other bike anyway. For Rossi it ended with his unexpected move to Yamaha.
Until now it remains unclear, if Márquez will be able to win the championship on a different bike than his factory Honda. If he follows the path of his idol Valentino Rossi, he surely wants to find out someday, if he’s able to be crowned world champion with a different team behind him.
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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