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Sponsorship: Leading Vintage Spare Parts Seller Joins LCR Honda Team
By Emanuele Venturoli| Posted April 18, 2016 | In Marketing, MotoGP, Motor Racing, Motorsports, Sport Sponsorship
By Emanuele Venturoli| Posted April 18, 2016 | In Marketing, MotoGP, Motor Racing, Motorsports, Sport Sponsorship
Sponsorship: Leading Vintage Spare Parts Seller Joins LCR Honda Team
LCR Honda Team is pleased to welcome on board CMS (www.cmsnl.com), the leading online seller of Japanese spare parts specialized in vintage bikes: thanks to the consultancy and support of RTR Sports, the Dutch company CMS has joined the Team guided by Lucio Cecchinello, and will support the squad and the British rider Cal Crutchlow as Official Sponsor for the 2016 World Championship.
Coincidently, the story of the Team and the company began in the same period: in 2016, in fact, LCR Honda celebrates its 20th Anniversary in the World Championship and exactly 20 years ago the entrepreneur and motorbike lover Michael Buttinger established CMS. It was his desire to change the way motorcycle enthusiasts shop for their essential parts and from day one onwards he has always made sure that the company operates on the forefront of online parts distribution.
With over 3.4 million products to choose from, CMS is now the world’s largest independent online seller of Japanese motorcycle parts. The company dispatches more than 60,000 shipments a year with a dedicated team of 30 international motorcycle lovers. Due to CMS’s commitment, an ever-growing community of motorcycle lovers from all over the world is provided with otherwise impossible to find parts.
Quotes from the top management
Mike Buttinger (CMS CEO): “Being a true fan of motorcycles in general but racing motorcycles in particular, it was an easy choice for me to team up with LCR Honda. LCR is not just another MotoGP Team but they, like me, are really devoted in what they do and breathe enthusiasm all over. Their determination to score can be easily recognized in the soul of the Team. Unlike big cooperate Teams, LCR Honda is to me an ultra modern team with genuine old style ethics and devotion, something that I personally value very high. I am proud to be on board and look forward to a long and successful partnership!”
Lucio Cecchinello (LCR Honda Team Principal): “We are really proud to have CMS on board of our 2016 sporting project, and we’re confident that this partnership will last in the future: it’s quite rare to find an entire Company that shares our huge passion for motorbikes… and they certainly do! Visiting CMS headquarter in the Netherlands is such a special experience: you can really feel the enthusiasm about what they do and the philosophy that inspires this admirable business project. Besides, their collection of Honda bikes and Formula 1 cars is terrific! At last, we really want to thank RTR Sports for making this partnership possible and for their constant support.”
LCR Honda Press Release
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.
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
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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