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 May 11, 2017 | In MotoGP, Motor Racing
Not all races are born equal. Some hold a special feeling to them, a kind of uncommon, built-in charme and beauty. There can be little doubt Jerez is one of these races. The first gig of the European leg of the Championship is always something unique and memorable: a splendid , grand ouverture of the MotoGP paddock in all of its beauty and boldness. Needless to say, the 2017 edition made no exception.
Nested among the soft hills of the green-and-yellow Andalusian landscape, Jerez, its community and its Circuit welcomed the MotoGP lot with the usual passion, high spirit and excellent weather (with the exception of some early Friday showers). A joyous, noisy and immense army of bikers and fans followed, parading through the street in a constant fiesta of burnouts, barbacoas and copious cerveza. The gigantic parking reserved to bikes set right in front of the main entrance, filled with more than 30,000 rides during the weekend, sure is a thing of beauty.
Much like Mugello and Assen, the whole Jerez district lives and revolves around motorbike racing, the love of southern spaniards for the two wheels being total and unmitigated, the roaring of the engines and the smell of burnt rubber from every street from Puerto Real to Arcos unmistakable. Contrary to Barcelona, Valencia or Austin, Jerez is not a City holding a Grand Prix, it’s a Grand Prix holding a City.
The excitement builds throughout the weekend, reaching its apex on the night before the race, the city center of Jerez becoming an immense and glorious proscenium for all this Andalusian extravaganza. Forget about driving in the city: every alley, street, avenue, corner, plaza is held hostage by the mounting Grand Prix fever. While Iggy Pop and Fatboy Slim hit the stage in the northern part of town, infinte carousels of bikes dart around, revving their engines, flashing their lights and honking their horns. Yellow, Orange and Black helmets, t-shirts and jackets with the logos and numbers of Rossi, Lorenzo and Marquez paint the scene. It’s pandemonium. And, believe it or not, it’s beautiful.
The 3000th race of the top class of motorcycling racing itself proved to be the icing on a perfect Spanish cake: a triumphant display of Iberian class and dominance. Pedrosa secured the magnificent win he deserved after a brilliant weekend, while Marquez and Lorenzo scored important podium finishes, both for Championship and confidence purposes.
As always with this track grip was key, the fifteen-ish asphalt making no prisoners among the less cautious riders. Those who underestimated the hold of the Circuito ended up miserably sliding in the gravel, while those too afraid of the Andalusian billiard had to face a race well shy of joy. Eventually, even Franco Uncini suffered a very strange crash while driving the Official Safety Car before the MotoGP race, proving (if proof was ever needed) that this Spanish track must not be taken easily.
The factory Yamahas performed poorly on what everybody once used to consider a Yamaha track, while the Repsol Hondas made a quick escape off the grid and were soon nowhere to be caught. Both Rossi and Vinales struggled to find a decent set-up, their M1s sporting a wide array of issues, from corner speed to chattering to huge amounts of rear-wheel spinning. Behind the factory Hondas, Lorenzo followed swiftly, moving through the pack with a new-found confidence with his Ducati. After a pretty average start, it took the Mallorcan just a few laps to get rid of the slower opponents, dash past Zarco, and secure his first podium aboard the Borgo Panigale beast.
Again, it was the perfect ending, with the “Marcha Real” reverberating across the valley and 70-ish thousand fans cheering and chanting under the scorching sun. This, even more than the race itself, is the best picture we are left with after the Spanish round: a portrait of sheer joy and emotion, of pure passion and profound love for all things motorcycling. And sure: Silverstone may be classy, Mugello may be loud and Assen may be packed, but you just can’t beat Spain when it comes to heart.
On my way back, on Sunday and well after the race, I am lining up on the Autopista Naciònal 4 heading south towards Cadiz. The temperature on the dashboard of the Fiat 500 I rented at the Jerez airport reads 34°C. All around me, in cars crammed with fans, it’s all smiles, tanned faces and singalongs. Somebody hung an enormous banner on one of the many bridges of the Autopista: in solid black paint it reads “Feliz Retorno”. Behind the railing, the author of the banner and his son are flying Spanish flags and waving at the cars passing underneath.
If you ever wonder what this whole MotoGP circus is about, this Jerez weekend might just be the perfect answer. It’s about racing, of course, but most of all it’s about joy, passion, and the perfect sense of communion and unity only true love brings.
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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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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