In Motorsports, Sport Sponsorship, Sports Marketing

Aside from how does sponsorship work in sports?”, one of the most interesting questions within sports marketing is, “how do sponsorships benefit the sports organization and the sponsor?”

Not only this is an important question, it is also a very strong statement – good sports sponsorship campaigns are mutually beneficial, providing huge benefits both to the sponsored property and the sponsoring company.

So, our main question: how do sponsorships benefit the sports organization and the sponsor? 

Our answer on the positive effects of sponsorship in sports is simple: the best campaigns can provide economic benefits to the sports property, and also be a great marketing tool for the sponsor in terms of visibility, awareness, increased sales, and many other things.

However, if we take into consideration the sports properties themselves, it’s not only money the teams and athletes get from a sponsorship deal. Sponsorship and sports marketing have come a long way since the early beginnings in the ’60s or ’70s when brands were just pumping monies into some racing outfits just to have a huge sticker on the wing of a car.

Nowadays sponsors have slowly but steadily worked their way up to the status of a proper partner. Of course, they still pay the money, but they also provide a huge amount of R&D to create more efficient, innovative technologies and products. Think of the most successful deals in sports marketing and how the combined effort of sports properties and athletes did boost both parts: from Gatorade and the Florida University to Mercedes and Petronas the world of sports marketing is full of great win-win partnerships.

How does sponsorship work in sports? 

Although sponsorship programs do exist out of the sporting arena, sport definitely is one of the most exciting and successful industries for sponsorship plans. Sport knows no cultural, linguistic or geographical barriers, and is well known all across the globe, with millions watching regularly. The positive effects of sponsorship in sports, therefore, are numerous.

This huge audience means that you can find a niche to suit your own brand, your budget, and your long-term aims. Options available include being a title or jersey sponsor, or a partner. Your logo and branding will then appear in the designated spots – on the bikes or uniforms in the case of MotoGP, for example, on track-side billboards, or within hospitality trucks.

Awareness and visibility are the tip of the iceberg. You also have digital opportunities across the team or athlete’s website, social channels, and team communications. Hospitality opportunities, B2B deals, PR ops and much more are also up for grabs. Sponsorship, at the end of the day, provides companies and firms with an excellent, worldwide, powerful story to tell.

The choice of when and how to activate the sponsorship is yours.

Sponsorship in MotoGP and Motorsport

International motorsport series such as MotoGP, Formula E and Formula 1 are highly effective for sponsorship programs as they provide international visibility and serve as a mobile marketing platform, touching base in 20+ countries combined across five continents on a yearly basis (read more abou Formula E Sponsorship Agency ). Moreover, these top-class racing series feature a variety of values which are great for any company: speed, high-tech, the pursuit of performance, teamwork, passion and constant innovation are but a few.

It’s a great idea to consider MotoGP when thinking about the positive effects of sponsorship in sports, and if you’re asking the two-part question of “how do sponsorships benefit the sports organization and the sponsor?” you can find your answer easily in this area.

Firstly, the sports organization or riders benefit because they receive monetary backing from a brand, allowing for greater innovation, development, and opportunity. The benefits for the brand come from the chance to tell a great story to a massive global audience of highly engaged sports fans.

If you want to talk to us more extensively about the answers to these questions, or any others, contact RTR Sports Marketing today.

Riccardo Tafà
Riccardo Tafà
Riccardo nasce a Giulianova, si laurea in legge all’Università di Bologna e decide di fare altro, dopo un passaggio all’ ISFORP (istituto formazione relazioni pubbliche) di Milano si sposta in Inghilterra. Inizia la sua carriera lavorativa a Londra nelle PR, prima da MSP Communication e poi da Counsel Limited. Successivamente, seguendo la sua insana passione per lo sport, si trasferisce da SDC di Jean Paul Libert ed inizia a lavorare nelle due e nelle 4 ruote, siamo al 1991/1992. Segue un breve passaggio a Monaco, dove affianca il titolare di Pro COM, agenzia di sports marketing fondata da Nelson Piquet. Rientra in Italia e inizia ad operare in prima persona come RTR, prima studio di consulenza e poi società di marketing sportivo. 
Nel lontanissimo 2001 RTR vince il premio ESCA per la realizzazione del miglior progetto di MKTG sportivo in Italia nell’anno 2000. RTR tra l’altro ottiene il maggior punteggio tra tutte le categorie e rappresenta L’Italia nel Contest Europeo Esca. Da quel momento, RTR non parteciperà più ad altri premi nazionali o internazionali. Nel corso degli anni si toglie alcune soddisfazioni e ingoia un sacco di rospi. Ma è ancora qua, scrive in maniera disincantata e semplice, con l’obiettivo di dare consigli pratici (non richiesti) e spunti di riflessione.
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