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What small business opportunities are there in sports sponsorship?
By Riccardo Tafà| Posted February 28, 2019 | In MotoGP, Sport Sponsorship, Sports Marketing
By Riccardo Tafà| Posted February 28, 2019 | In MotoGP, Sport Sponsorship, Sports Marketing
What small business opportunities are there in sports sponsorship?
If you’re thinking about taking the plunge and investing in sports sponsorship, you might be wondering about budgets – do you need a large one, for example? How far will your budget stretch? And, importantly, is there any point spending your money on sports sponsorship – especially if you’re a small business?
The question of small business sponsorship opportunities in the world of sports sponsorship is an interesting one. So, what opportunities should you be aware of?
Smaller budgets in sports sponsorship
The great thing about sports sponsorship is that it can offer opportunities to a huge range of budgets, so small businesses can benefit just as much as the more prominent players – with campaigns that are more suited to their financial position.
Opportunities within sports sponsorship as a small business might include a logo and branding on billboards behind the players or riders as they’re being interviewed after the race/competition, or prominence on digital assets such as websites, newsletter, or display advertising banners. All these things can be hugely beneficial small business sponsorship opportunities, leading to great ROI despite a large amount of money not being spent.
Small business sponsorship opportunities – in which sport should my brand focus?
If you’re entering the world of sports sponsorship and wondering which sport you should approach, it might be a good idea to think about the benefits of MotoGP.
For pure volume, MotoGP can hardly be beaten – hundreds of thousands of viewers both on TV and in person at races (not to mention a highly engaged fanbase on social media), and 19 races per year, mean that this particular brand of motorsport is perfectly positioned for campaigns across the board – whether you’re a title or official sponsor, have your name on bikes or helmets, or are taking up a less prominent position on the sidelines.
The huge engagement and loyalty that MotoGP fans have, too, meaning that even if you can’t invest a huge amount of money the audience that you do get will be passionate and wide-ranging – as well as very large.
What small business sponsorship opportunities can I get with tens, rather than hundreds, of thousands of pounds? Sponsorship Levels.
For a small business, the thought of investing even a few thousand pounds might be daunting – but when audiences are as large and as global as MotoGP, you’re likely to reach more people than you would through other channels anyway, even if you did spend far more money.
As a rule, spends of under 50,000 Euros are the cheapest levels of sponsorship in MotoGP. This level of sponsorship can get your logo in front of hundreds of thousands of viewers at key times, and there are also lots of opportunities to be part of this – because more brands can be involved, unlike, for example, if you’re an exclusive title sponsor.
In terms of small business sponsorship opportunities, you can be sure that there are effective opportunities available in MotoGP, in the wider world of motorsport, and across sports in general.
If you want more information on any aspect of this, though, feel free to contact RTR Sports Marketing for advice at any time – we can offer some great advice, so we’ll be waiting for your call or you can write at info@rtrsports.com
Riccardo Tafà
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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Read MoreWhy choose RTR Sports Marketing
In 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.
Save time and money
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.
The right information, the right choice
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 beating heart
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.
Objective measurements for a certain return
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.
Sit back, relax, we’ll take care of it
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
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