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What does sports sponsorship in Germany look like?
By Riccardo Tafà| Posted May 14, 2019 | In MotoGP, Sport Sponsorship
By Riccardo Tafà| Posted May 14, 2019 | In MotoGP, Sport Sponsorship
What does sports sponsorship in Germany look like?
As one of the world’s most prominent footballing nations, there are quite literally thousands of articles that we could write that explore sports sponsorship in Germany when it comes to the world’s most most popular ball game.
Examples of successful football sponsorship campaigns include Deutsche Telekom and Bayern Munich, Volkswagen and Vfl Wolfsburg, Bayer and Bayer Leverkusen, and Red Bull and RB Leipzig. There’s no doubt about it: when it comes to football, Germany stands strong – and it utilises the world’s biggest brands to do it.
But what about Germany’s other key sporting fixtures – for example, its long-standing MotoGP race?
Germany has been a prominent inclusion on the MotoGP calendar since the 1950s, when races took place at various tracks as the sport strived to find a long-term home. Fast-forward to 1998, and the Sachsenring became the race’s newest venue – and this is where the race is held today.
When is the German MotoGP taking place?
This year’s German MotoGP is taking between 5th and 7th of July, when the world’s top MotoGP riders will flock to the Sachsenring track for a race that promises to be technically difficult and visually rewarding.
What will we be looking for at this year’s German MotoGP?
Marc Marquez, to no one’s surprise, has an exceptional record at Sachsenring. With the most wins (6), the most poles (6) and the record for fastest lap set in 2018, will any other rider be able to knock the Spaniard off his perch? Eyes will likely be on Valentino Rossi, who came second in 2018, and Andrea Dovizioso, who again is looking promising at this early stage of the championship.
Sports sponsorship in Germany: motorsports
Examples of international brands taking advantage of sports sponsorship in Germany, especially when it comes to motorsports, are easy to find. Germany has a long standing tradition in motorsports, with huge brands such as Porsche, BMW, Audi, Mercedes and Volkswagen competing in multiple series, from DTM to Formula1, from WRC to Formula E and so on.
In the world of F1, Mercedes will be the title sponsor of this year’s German GP: a very strong statement from F1’s top brand, who now sits top of the league in both the drivers’ and teams’ championship and has a number of marketing activities linked to the championship
Mercedes, and their archrival Porsche, will also make their debut in the sixth season of the Formula E championship (discover more about Formula E Sponsorship Agency or Motorsport Marketing Agency). The Stuttgart brand have unveiled their fully-electric challenger at this year’s Geneve auto show and will take to the grid for their first race in 2019-2020.
Sports sponsorship at the German MotoGP
In MotoGP, helmet manufacturer HJC (who has recently signed LCR Honda’s Cal Crutchlow as a testimonial) will play title sponsor at the 2019 Motorrad Grand Prix Deutschland.
So, why have brands like HJC Helmets signed up as MotoGP sponsors? The German MotoGP attracts huge crowds, making it a sure-fire winner for brands who want to take advantage of the sponsorship opportunities that it offers. Add to this the race’s long history, the fact that the Sachsenring is very accessible for MotoGP fans based in Europe, and the relative wealth of European MotoGP fans in general, and you have a recipe for great ROI as a brand who wants to access this audience. If sports sponsorship in Germany is your aim, you could do much worse than getting involved with the German MotoGP.
So how can you take advantage of MotoGP as a platform for sports sponsorship in Germany? There are various ways, depending on your aims, budget, and the demographics you want to target. Could your campaign clearly demonstrate the value of your product, a la GoPro’s deal in 2015 that saw them become the first official wearable camera sponsorship of the championship? Or are you a food or beverage brand, that could become a supplier to the hospitality side of the event?
These are only a few options – there are many, many other ways that you can get involved in MotoGP and make sports sponsorship in Germany work for your brand.
Want to join these brands as a sponsor of the German MotoGP in the future? RTR Sports Marketing can help. We’ll be waiting for your call! Drop us a line at info@rtrsports.com
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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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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