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 Riccardo Tafà| Posted January 11, 2018 | In MotoGP, Sport News
We all know how today’s world goes. Technology can be found everywhere, and every minute that passes by introduces a new change to the society in which we live in. Never before has today’s lifestyle been altered that much.
Literally speaking, it’s just like Christmas Day every day, with the seemingly unending introduction of new gadgets and gizmos. There’s always that new enticing thing that knocks on our doors every single moment.
One good example of this is social media. Since it entered the mainstream market in the early 2000’s, social media grew bigger by the day, even increasing in user-base exponentially. The number of social media users in 2011 was 1.22 billion.
However, that doubled in just four years as it reached the 2.14 billion users-mark in 2015. As of now, there are 2.46 billion active people in social media, and it’s expected to reach a whopping 3 billion in 2021.
This just proves that social media is becoming an even more important aspect of our lives as the days pass by. It deals a significant effect the way we live our lives. And together with our lifestyle, the sports industry, especially the betting sector, isn’t exempted from getting affected by this social media revolution.
In line with this, the spokesperson for the UK online sports betting company, Betting Sites, says that social media and sports events are in sync with each other.
What he means is that most (if not all) leagues and teams have their own social media profile, be it on Facebook, Twitter, Instagram, or even YouTube.
These sites have become more than just places where ordinary people interact, but it served as a haven for information concerning that specific league or team. We might have experienced scrolling through our Facebook or Twitter account and coming across posts from people that are related to major sports events.
It has just become part of our culture and routine to talk about these things in public. Parodies, memes, and wannabe analyses can now be found everywhere.
That’s how the world is going crazy about social media.
Because of this drastic change, the sports industry is experiencing, other aspects including sports betting are also affected. But in what way? Well, through the people who gamble! With the help of social media, people can now easily choose which teams are safer to bet on.
The days when people can fabricate statistics and information are gone because real facts are now available to everyone anytime they want. However, this comes at a cost because the people’s emotions are also greatly affected by social media’s presence.
Take for example NBA team, Los Angeles Lakers. Though the team is currently ranked 11th out of the 15 teams in the Western Conference, it still has one of the biggest fan-bases in the world? Why? Blame its long history of high-caliber players like Jerry West, Magic Johnson, and the recently-retired Kobe Bryant.
But how did they make it to mainstream media? Well, through social media. Without social media, the LA Lakers won’t be that popular. Having very weak odds of 400/1 for Finals contention, it’s easy to say that this seemingly forsaken team is out of the game. They’re so far away from the Golden State Warriors’ 8/13 odds or even the Cleveland Cavaliers’ 13/2 odds.
It seems like these teams are coming out of a fantasy world for them. Despite this, they’re still the stuff of news headlines. Even their recently drafted No. 2 pick in the 2017 NBA Draft, Lonzo Ball, isn’t that good-of-a-player. Most expert analysts even consider him as an over-rated rookie who’s been a product of hype and social media’s influence.
England’s Premier League is also a good example of this issue as football fans are among the most patronizing in the world. Arsenal has been one of the most loved teams in the league for years.
And because of this, people just can’t seem to move on even though it’s pretty clear that Wenger’s 125/1 odds are pointless. Add to the equation the fact that they’re ranked 7th in the league, next to Burnley, a hugely unpopular team that has odds of 2000/1.
Instead of football fans betting on Chelsea’s 60/1 odds or Tottenham’s 100/1, they still won’t leave Arsenal — because as what they say, they’re Gunners for life.
In short, social media can stir the minds of the people into putting logic aside, and disregard the statistics concerning the teams they should be betting on.
Online sports bookmaker sites like www.freebets.co.uk are very valuable as it’s where one can check if a team is worth betting on or not.
But even its statistics, odds, and additional information that can help you land the right pick is snubbed by many for the sake of listening what their heart desires. At the end of the day, it’s all about popularity. And social media is what brings popularity to a player, team, or league.
With this, it’d be wise to set aside one’s emotion and always question things around you. Is your choice a product of the hype surrounding the event? Or is it due to the gathered stats and info you came across from various sources? It’s in answering these questions that you’re able to increase your chances of winning.
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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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.
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