In Marketing, Motor Racing, Motorsports, Sport Sponsorship

Cal-CrutchlowLCR Honda Team is pleased to welcome on board CMS (, 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


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Emanuele Venturoli
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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