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The Mirco Lazzari Collection: fine art sports photography becomes NFT
By Emanuele Venturoli| Posted July 14, 2021 | In Marketing Sportivo, MotoGP
By Emanuele Venturoli| Posted July 14, 2021 | In Marketing Sportivo, MotoGP
The Mirco Lazzari Collection: fine art sports photography becomes NFT
Mirco Lazzari, Stargraph and RTR Sports Marketing launch the first Non Fungible Token dedicated to motorsport photography: art, sport and technology open the doors to the future.
They are called NFTs, non-fungible tokens, and they are the answer to a question that has become central in recent years: how to sign, authenticate and exchange digital content in a secure, quick, and engaging way?
Created using blockchain technology, the so called “nifties” are cryptographic tokens allowing for unique digital purchases and identification of any type of media, from an image to a song, from a work of art to a video.
Non-fungible tokens are used to create verifiable digital scarcity, unique digital objects such as crypt art and collectibles in digital format, that become exchangeable and sellable on the digital market.
Thanks to their ability to provide proof of authenticity and ownership of the digital work, they have quickly become the next-gen of 2.0 collecting.
This intangible but enormously powerful tool, that has been booming in recent days, now meets the excellence of auteur sports photography with “The Mirco Lazzari Collection”, a project connecting Mirco Lazzari, Stargraph and RTR Sports Marketing.
From July 15th, the first NFTs from the famous Imola-based photographer will be available on the Stargraph website. Some of his unique shots will create an unprecedented collection, with limited editions of pictures from MotoGP to Formula 1, from rally to World Superbike.
It is the first time that photography, sport and the digital world meet in this way in Italy: Mirco Lazzari’s NFTs are not simply a glance at the future, but rather a concrete tool to cement a form of expression and communication that has never been so important.
Mirco Lazzari has been portraying the world of motorsports through his lens since 1989. His style has always been unique, fresh, and different, offering a perspective that has more to do with poetry than with narrative. His pictures have received several international awards, and paved the way for the role of sport ambassador for premium photo brand Nikon.
It was RTR Sports Marketing founder Riccardo Tafà who first envisioned the potential of a Mirco Lazzari NFT: a circle that could only be closed via a partner of great experience and creativity in the world of the web and digital marketing.
“We’ve been super happy to be part of this project – says Michele Imbimbo, co-founder of Stargraph. The Mirco Lazzari Collection combines the international ambitions of our company and the world’s top sports photography, creating a unique product sitting at the apex of tech, sports and art “.
“We believe that every digital product can have a high value only if filled with a strong emotional and cultural content – says Mirco Lazzari. For the first time in our digital history, NFTs allow to crystallize that very moment, to make tangible something that was previously intangible. But at the heart of it there is always the need for great content, something that can move feelings and enclose a gesture, a special moment. ”
The first NFTs of “The Mirco Lazzari Collection” are available in limited edition from Wednesday, July 15 on the website https://nft.stargraph.it/.
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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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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