In Sport Sponsorship, Sports Marketing

Sports PR companies are experts in developing and executing public relations campaigns that build brand awareness and generate buzz around a sport property, its sponsors or other major sporting championships, they are essential in promoting sports and their sponsors to a wider audience and to create a positive image of the whole ecosystem to the eyes of the public and clients.

The core capabilities of a PR agency’s work range from media relations and public affairs to crisis management and social media and can even stretch to content creation and event management.

They do this by working closely with the media to secure coverage in key publications and online platforms. By getting coverage in trusted media outlets, they create a sense of legitimacy and authority for the sport and its sponsors.

Sports PR companies and Motorsports, RTR Sports

“Drive for Diversity”

One recent example of a successful sports PR campaign in motorsport is the “Drive for Diversity” program launched by NASCAR. The program aims to increase diversity and inclusion in motorsports by identifying and developing talented drivers and crew members from underrepresented communities.
The “Drive for Diversity” program is a comprehensive initiative that includes recruiting and training talented drivers, mechanics, and pit crew members from diverse backgrounds.
The program helped to position NASCAR as a leader in promoting diversity and inclusion in sports.

Fan engagement

Sports PR companies also work to engage with fans and build buzz around its sports sponsorship. They use a range of tactics to accomplish this, including social media marketing, influencer marketing, and event marketing. By engaging with fans on social media platforms like Instagram, Twitter, and Facebook, sports PR companies can build a community of fans and create a sense of excitement around the sport.

Sports PR companies and Motorsports, RTR Sports

The F1 Fan Zone

One example of a fan engagement operation in motorsport is the “Fan Zone” created by Formula 1.
The Fan Zone includes a range of interactive exhibits, displays, and activities that give fans an up-close look at the sport and its technology. The exhibits include simulators that allow fans to experience the sensation of driving a Formula 1 car, as well as displays that showcase the latest innovations in technology and engineering.
In addition fans can participate in autograph sessions, Q&A sessions, and other activities that give them a chance to connect with the sport and its personalities.
By creating an immersive and interactive experience for fans, Formula 1 has been able to attract a wider and more diverse audience to the sport.

Influencer Marketing

Influencer marketing is another tactic used by sports marketing and PR companies. Influencers are individuals who have a significant following on social media and can influence their followers’ opinions and behaviors. Sports PR companies work with influencers to promote the sport and its sponsors such as a popular athlete or sports commentator to endorse a brand or product.

A great example of influencer marketing in motorsport is the partnership between Mercedes-AMG Petronas Formula One Team and Tommy Hilfiger. In 2018, Tommy Hilfiger became the official apparel partner of the Mercedes-AMG Petronas Formula One Team, and organized a global marketing campaign. As part of the campaign, TH launched a limited-edition “Tommy x Lewis” capsule collection, which included clothing and accessories inspired by Hamilton’s personal style. The collection was promoted heavily on social media, with Hamilton and other influencers posting photos and videos of themselves wearing the clothing… and the limited-edition collection sold out quickly.

Crisis management

Another area where sports PR companies can be valuable is in crisis management. In the sports industry, scandals and controversies can quickly spiral out of control and damage the reputation of the sport and its sponsors. Sports PR companies can step in to help manage these situations and minimize the damage for its clients. This is a crucial aspect that a forward thinking strategic agency must take into account in order to mitigate the risk that a Highly visible activity linked to sports properties can generate.

Sports PR companies and Motorsports, RTR Sports

Planning and execution

Another area where sports PR companies can be valuable is in event planning and execution. any major sporting championships is complicated to handle and motorsport is not an exception. You need motorsport marketing specialists by your side that can help plan and execute your presence at these occasions, ensuring that they are well-organized and well-promoted… the same rule apply to other sports properties, you always need a specialist with the right skill set.

Drivers and Riders

Sports PR companies can also be valuable in promoting individual drivers or riders. In motorsports, where individual drivers are the focus of attention, communications manager can help build an athlete’s personal brand and generate buzz around their performances. By working closely with the media, engaging with fans on social media, and developing marketing campaigns, sports PR companies can help athletes become household names.

In conclusion

PR companies play a vital role in promoting sports, athletes and their sponsors to a wider audience. By working closely with the media, engaging with fans, and using a range of tactics like social media marketing, influencer marketing, and event marketing, they can help build brand awareness and generate buzz around athletes and the rights holders.



Pictures from the Top

1 A view of KeyBank Center during the 2022 NLL Cup
This file is made available under the Creative Commons CC0 1.0 Universal Public Domain Dedication.

2 Valteri Bottas Alfa Romeo at British Grand Prix
This file is licensed under the Creative Commons Attribution-Share Alike 2.0 Generic license.

3 LMP2 lors des 24 Heures de Daytona 2022
United Autosports
This file is licensed under the Creative Commons Attribution-Share Alike 2.0 Generic license.


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Riccardo Tafà
Riccardo Tafà
Managing Director for RTR Sports, Riccardo graduated in law at the University of Bologna. He began his career in London in PR, then started working in two and four-wheelers. A brief move to Monaco followed before returning to Italy. There he founded RTR, first a consulting firm and then a sports marketing company which, eventually, he moved back to London.
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