Are you willing to sponsor?
Are you ready to explore the transformative power of athlete sponsorship for your brand? Click here to learn more about how sponsorship can help brands grow and thrive in the exciting world of motorsports.
By Emanuele Venturoli| Posted November 17, 2021 | In MotoGP
Who does this profession cannot refrain today from writing these lines. Even if this is not a sports journal, even if the spectres of SEO advise against it, even if all this will -immancurably- fall into a huge fatuous fire in which reason and legend will be confused for a few days. Even if one cannot tell whether it is reverence or respect, beauty or self-love, chivalry or already melancholy.
One writes these lines the way one writes the last letter at the end of a good trip, the way one takes the last souvenir photo before returning from vacation, the way one sends the last email before closing the computer and going to work somewhere else forever.
It is easy today to fall into sentimentality, open the drawer of memories and dig out an anecdote. Everyone, after all, has a story about Valentino Rossi. Like that time in the disco with Cesare Cremonini, or that other time in Tavullia when he was there eating pizza with all the guys from forever, or when he momentarily ran over that guy in the paddock with his moped. None of these stories are necessarily true or false, but neither does it matter: everyone has a story because this is their way of feeling a little closer to something that smacks of legend.
With Valentino ‘s farewell to two wheels -moreover, with his best race of the year- not only a chapter, but a piece of motorsport history closes. Net of the numbers, which are clearly extraordinary but do not complete the narrative around 46, Rossi had the great merit of being the most emeritus interpreter of a sport that for a good twenty years has recognized and identified with him. Never has any athlete had the same, symmetrical and perfect degree of overlap that Valentino has had with motorcycling.
In short, it is still unclear whether it is Rossi who is an icon of motorcycling, or motorcycling that is an icon of Rossi. While it is true that Valentino is much more than an extraordinary performer of the sport, it is also true that the MotoGP has changed so much from the rowdy, jubilant but also somewhat ungainly handful of daredevils of twenty-five years ago. In this, the two have helped each other, maturing together like old friends who get to know each other with skinned knees in the backyard and then stand there in suits and ties as witnesses at each other’s weddings.
For two decades, Vale has been the public face of a movement that has patiently and skillfully worked behind the scenes, cleverly renewing itself and growing with great management skills. Ferried by the popularity of the 46 and aware that it did not have to worry about keeping up the fire of enthusiasm, that the man from Tavullia was already taking care of those, Dorna put together an international, wildly popular, technologically highly advanced and future-oriented sports series. Valentino was there, taking the flashes and taming the media-hungry lion, leaving to Ezpeleta ‘s handshakes the expansion of the championship, the work with broadcasters, the outlining of a digital strategy that for years have made MotoGP one of the five most popular championships in the world on social networks.
There will be plenty of time to figure out the aftermath. Today is not a day for notaries or accountants. For once, one can and should leave the numbers aside and think about how much fun we had. Think about our favorite Valentino Rossi story. Like that time at SanSiro cheering on Inter when the guy spilled a beer on him at the bar, or when he took a long motorcycle ride from Misano to Tavullia to greet everyone or when you walk into VR46 -all mirrors and reflected lights- and find him sitting there with a world champion Yamaha parked next to his desk. These, too, true or false matter little.
Yet true and certain is one thing: Valentine does not leave a void; on the contrary. Like all greats he had the ability to lift hearts and leave behind a wonderful legacy. The cynic is quick to point out that estimates of the audience and commercial value of MotoGP without the Doctor is minus thirty percent, but forgets to tally up how much the man gave of tangible and intangible to the movement.
Intangible, yeah. Even those in this profession writing these lines today cannot help but skim the cream from the milk of this story with the point of a knife and understand that, first and foremost, the Valentinian legacy is measured in love. The love of an audience for its hero, of a country for its standard-bearer, of numerous generations for its winning, smiling, sympathetic standard-bearer. Past the customs of marketing, of audience data, of average engagement value, Valentino is and always will be the one who on Sunday, June 14, 2009, overtook Lorenzo on the Catalan moguls of the Barcelona circuit and won an extraordinary race.
But really, do you guys remember those Sundays there? Do you remember on those summer afternoons, on the screens in bars and apartment buildings, after lunch, do you remember how much we laughed? And how proud we were of that guy, who beat the whole world, who waved the tricolor and had “old hen makes good stock” written on his T-shirt. When we had to explain to the Germans on vacation in Romagna what that WLF on the suit meant. No, really, but do you guys remember those Sundays there? Do you remember how good it was?
Rossi’s farewell to racing does not take Valentino out of the equation that will shape the MotoGP of the coming years. While the VR46 brand and the ardor of the fans will transcend the presence or absence on the tracks, just as they have transcended the presence or absence of the sporting result, in the same way the new generation of VR46 riders will hold high the name of Tavullia and the legacy of a project that-we can say it-has saved the sport, at least at the Italian level.
But today, precisely, is not yet the time for predictions and forecasts. Tomorrow also deserves respect and calm. It deserves tomorrow to simply be tomorrow, and be what it is. For today, once again, thank you Vale.
Are you ready to explore the transformative power of athlete sponsorship for your brand? Click here to learn more about how sponsorship can help brands grow and thrive in the exciting world of motorsports.
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 MoreIn 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.
When first approaching a motorsport sponsorship 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. Motorsport 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.
Motorsport 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 motorsport sponsorship agency like RTR has an objective, 360-degree picture of the scenario and can tell you what is really best for you: which racing series, 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 real heart of motorsport 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 motorsport marketing project, you need an agency that knows how to use sponsorship to engage the fanbase online, 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.
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.
We have been involved in motorsport 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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