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By Emanuele Venturoli| Posted November 18, 2020 | In MotoGP, MotoGP, Sport Sponsorship, Sports Marketing
Mir has won for the first time the MotoGP World Championship in a strange year, very strange. For this reason, both his victory and his Suzuki are a symbol of pragmatism, talent and intelligence.
Joan Mir, class 1997 from Palma di Maiorca has won the 2020 MotoGP World Championship. Nobody would have ever thought about his victory just before this year. But in a year where everything is possible, also Mir’s dream turned into reality. Whoever talks about luck is either envious or does not know this sport very well: because the first rule in order to seize an opportunity is to be ready. And Joan and the Hamamatsu’s house were.
Let’s clear something straight away: the absence of Marc Marquez has been a factor that helped Mir winning. It has allowed the rider from Maiorca to play his best assets: intelligence and pragmatism.
It is not something to give for granted. Marc is a powerful rider that turns into gold everything he touches on the MotoGP track. One of the best qualities- and maybe the only weakness as well- of the Honda champion is the fact that he cannot win without overdoing it, without dominating every session of the weekend, every weekend. When someone is riding against him they cannot rationalize, plan or strategize. He can either fight just like Dovizioso did during the past years, or the risk is to end the race humiliated with broken bones.
When, suddently, the MotoGP happened to be without its king everybody began to understand that this World Championship would have been different. It is not an attack game, but a patience one. Therefore, it is a matter of focus and intelligence rather than attacking aggressively. Again, let’s not take for granted that the absence of Marquez made it easier for Mir to win. On the contrary, the truth is that the injury of the current Champion changed the rules of the game one more time, placing everyone on the same level and opening a new world of possibilities.
Another element to be taken into account if we want to understand this season better is the revolution of the schedule that Coronavirus has imposed to Dorna. COVID controlled times, locations and conditions of a unique World Championship: it began late, it was required to rush and to get rid of the audience and all the insiders that could not access the tracks, paddocks and circuits.
It is not an easy game. In a world where the centimeter and the hundredth of a second are the measuring meters, changing the rules means learning everything from the beginning again. It obliges us to understand rapidly. It requires learning without making mistakes.
In this context, Joan Mir began its masterpiece. After the ups and downs of the beginning, Mir started to succeed without making anymore mistakes, aiming at the podium when the conditions were favorable and thinking in terms of points when the opponents were better equipped. His words to Davide Brivio at the end of the Teruel Gran Prix were: “in this moment i cannot do better than this. This result is fine”.
The Suzuki man has brilliantly interpreted his task. With his pragmatism, the art of being practical, and intelligence, as mentioned above. He has done it in silence and driven by a goal in mind while smartly exploiting the mistakes of the others. When the oppenents began to understand what was going on, it was too late.
However, it is wrong to only compare Mir to a very intelligent software. The audience has never loved robots on the track. The people watching a race want to see brave riders with no fear.
Mir’s star truly began to shine in Valencia 1, when the spanish rider rode a brilliant race that led him to victory. A demonstration of talent, speed and courage.
Valencia revealed what the perfect modern rider looks like, someone who unites head and heart.
It is sarcastic, or maybe destiny, that Suzuki’s motto is “Way of Life”. Balanced, elegant and super efficient just like its rider, the GSX-RR turned out to be the perfect motorcycle for Mir. While everyone else was mainly focused on the engine, or on the chassis the Japanese bike has perfectly combined balance and education.
Although it is not right to affirm that the Hamamatsu’s prototype was clearly superior compared to the competition, it is impossible not to notice the efficiency of the project, which was able to be competitive on the every circuit, in every condition. Fast, easy to ride and smooth on the brakes, the Japanese motorcycle taught the paddock an important lesson about the role of the whole, rather than of the single parts.
A large part of the credit for Mir’s success goes to Davide Brivio and his team. Brivio, Suzuki’s team manager since 2013 after a winning experience with Yamaha, has been able to build a sport project with intelligence and strategy. His management has been balanced, honest and planned with efficiency.
The small MotoGP world of Suzuki is compact, organized and able to improve without the need to chase success immediately. Riders like Mir and Rins are the result of a healthy environment, of a gentle growth, and this must be underlined inside an extreme paddock like the one of MotoGP.
Joan Mir has been compared to a swan in an article posted on MotoMatters this morning. Elegant and flawless on the surface, while he is frantically swimming under the surface of water.
All the talent, intelligence and pragmatism mentioned in this article have a price. A MotoGP World Championship cannot be won without commitment, sweat and sacrifice.
Mir has paid the price, just more silently and further from the spotlight. He stayed away from public places for months in order to avoid the risk of contracting the Virus and spreading it. He has remained relaxed and focused when he could not understand the reason of a failure or fall. He accepted that everyone was talking about how he could not win this World Championship.
Mir will remember the 15th of November 2020 as a giant turning point for his career and personal life. Since yesterday night he is the MotoGP World Champion. He will be the man to beat next year (with or without Marc) and an object of the market’s desire for the next few years. On the other hand, he will be someone to whom will be hard to forgive a mistake. Let alone two. The expectations for the spanish rider will be very high from now on.
The world, for Joan Mir and for us that have always watched this sport, has changed in one day. It is always the case when history is made.
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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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 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.
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 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.
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 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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