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Sponsoring the Clinica Mobile: visibility and storytelling
By Emanuele Venturoli| Posted July 17, 2019 | In MotoGP, Sport Sponsorship
By Emanuele Venturoli| Posted July 17, 2019 | In MotoGP, Sport Sponsorship
Sponsoring the Clinica Mobile: visibility and storytelling
The Clinica mobile is a medical facility established in the seventies that has been travelling with the world MotoGP and SuperBike championships ever since. It represents an excellent opportunity for businesses and groups both in and outside the pharmaceutical industry. Visibility in the paddock and much more: an amazing story to tell, placement and use of the product in extreme conditions, and hospitality opportunities.
Many changes have occurred since the first Clinica Mobile appeared at the Paul Ricard circuit in 1977 which have made the clinic the now very modern and ever present facility in the paddock of the two major motorcycle racing world championships. One thing has been left unaltered, though: the spirit shown by Dr Costa, first, and Dr Zasa, at present, in their approach to sports medicine.
One glimpse inside the doors of the clinic is enough to understand that there is far more than medicine enclosed in these travelling walls. The clinic is the place where riders and Team members can find physiotherapy and rehabilitation programmes, scrupulous medical check-ups, as well as a strong, constant feeling of being home.
In light of these peculiarities and the key role it has in the Motorcycle Racing World Championship, the Clinica Mobile also represents an excellent opportunity for worldwide businesses and groups to make themselves known to their markets, even outside the pharmaceutical and healthcare sectors.
The lines in this post are intended to provide an insight into the benefits originating from a partnership with the Clinica Mobile, to highlight its high communication potential and some more interesting aspects.
Visibility
The clinic is a well-consolidated reality and it plays a central role in the Motorcycle Racing World Championship. Becoming a sponsor first of all means offering the brand visibility in the paddock, as well as through the online and offline communication channels and specialised media of the clinic (please read the exquisite post by GPone https://www.gpone.com/it/2018/06/15/motogp/la-nuova-clinica-mobile-inaugurata-a-barcellona.html). It is worth pointing out that the Clinica Mobile also owns a permanent facility in Piacenza, which is a multidisciplinary clinic for sports people, in addition to the two facilities deployed during the MotoGP and SuperBike motorcycle racing world championships.
Product Placement
Sponsoring the Clinica Mobile and supplementing the partnership with the supply of products is an excellent opportunity for any pharmaceutical company to demonstrate the quality of their products and services. The clinic provides treatment and rehabilitation to the most popular world riders in an effective and quick manner, and on the field. A strong contribution to its success is given by the use of the best products and the most advanced technologies. Manufacturers of medical devices, producers of medicines, materials for physiotherapy and first aid medication, in addition to any product pertaining to fitness, wellness, an appropriate diet and health can enjoy significant benefits from a partnership with the clinic. Another advantage may be the chance to make specific products, ranging from user-friendly training equipment to the latest electronic gadget, visible to an elite of sports people.
Hospitality
Besides the area where medical services are delivered to the athletes, the new Clinica Mobile consists in a two-level facility including a large area for guests and one of the most beautiful terraces of the MotoGP. When it comes to hospitality, the Clinica Mobile is no way inferior to team and sponsor hospitalities and it can offer its partners a full immersion experience in the MotoGP and SuperBike paddock.
Communication Rights
As is the case with every sports partnership, businesses will be given the opportunity to use the image, logo and name of the clinic for marketing and communication activities on their websites, letterhead, pop-up materials and ADV, and so on. This adds up to the very often mentioned benefits in terms of message effectiveness which products linked to the world of health, proper diet, pharmaceuticals and medical devices can enjoy from the use of the definition “official sponsor of the Clinica Mobile”.
A magical place
Last but not least, an often disregarded aspect is that the Clinica Mobile serves all riders of the motorcycle racing world championship without any distinction of nationality, Team or racing class. Valentino Rossi, Marc Marquez, Jorge Lorenzo and the riders of Moto3 – all paddock riders, none excluded – can enjoy the services of the clinic, and this really makes it a unique place. The facility run by Dr Zasa is thus a privileged view point and a place where guests can from time to time meet the many and different protagonists of the Motorcycle Racing World Championship, irrespective of the colours they wear.
Editor’s note: the image in this post is taken from the exquisite article by GPone mentioned in the initial lines.
Emanuele Venturoli
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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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.
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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
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
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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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