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 Riccardo Tafà| Posted May 15, 2016 | In MotoGP, MotoGP
YAMAHA KEEP IT GREEN FOR 2016 WITH KISS MUGELLO
2014 FIM Environmental Award winners Yamaha Motor Racing return to Mugello again this season, taking on their role as environmental ambassadors for the greener side of racing. In partnership with the FIM, Circuito de Mugello, Dorna and IRTA, Yamaha Motor Racing will, for the fourth year, help to promote social and economic sustainability whilst educating fans on a greener, more environmentally responsible attitude to race attendance.
KISS Mugello (KISS – Keep It Shiny and Sustainable) has proved an incredible success over the last four years, with Movistar Yamaha MotoGP riders Valentino Rossi and Jorge Lorenzo playing a key role spreading the environmental message to thousands of racing fans. The Mugello Circuit is the perfect location for the activity, having been the first in the world to receive recognition of ’Achievement of Excellence‘ in April last year, the highest level of accreditation in environmental sustainability offered by the FIA.
As with 2015, this year there will be the distribution of 20,000 waste management kits to race fans over the Grand Prix weekend, containing biodegradable waste bags and good waste management leaflets. New for the initiative in 2016 will be the distribution of the instruction leaflets outside the circuit in local consumer areas as well used battery recycling bins within the paddock. Yamaha Motor Racing has also supplied a number of waste bins to the paddock, increasing the total considerably.
This year VR|46 will continue to be involved in the initiative, providing t-shirts and hats to members of the social enterprise L‘Orologio, who will be assembling and distributing the 20.000 kits. Yamaha Motor Racing, Mugello Circuit and VR|46 will also organise a fundraising campaign for the not-for-profit organisation, Fondazione dell‘ Ospedale Pediatrico Meyer of Firenze.
Race fans will have the chance at the track to buy one of 500 t-shirts with the slogan ’Yellow + Blue = Green‘from one of the VR|46 shops at the circuit. Finally KISS Mugello info desks at the track will be manned by the Right Hub crew, also wearing special uniforms supplied by VR|46.
A host of other activities plus intensive social media communications will ensure KISS Mugello continues to go from strength to strength and will mark 2016 another clean, green year at Mugello!
MARCO RIVA
YAMAHA MOTOR RACING, GENERAL MANAGER
Here we come to the fourth edition of KISS Mugello. Together with FIM, Circuito del Mugello, DORNA and IRTA we were the promotors of this program, aimed to raise fans attention to the environmental, the social and the economic sustainability. We are proud of the work we have done together so far, and especially of the fact that other circuits have followed us. I expect another positive reaction from the fans coming to Mugello this year, as well as it happened in the past four years. Respecting the riders, respecting the environment and helping people who need means behaving in a sustainable way. We at Yamaha trust this concept.
JORGE LORENZO
MOVISTAR YAMAHA MOTOGP RIDER
Mugello is one of the most beautiful tracks in the world, as well as one of my favourites, and the scenario the circuit is placed in is fantastic. I am happy to cooperate with the KISS Mugello project because I believe we should keep its beautiful hills clean and enjoy the landscape from Friday to Sunday evening. I trust the fans that they will use the proper rubber bins and keep the environment green. KISS is a very good cause because anybody can participate and together we can really make the difference. I know last year‘s edition was extremely successful, so let‘s make it even more success again this year.
VALENTINO ROSSI
MOVISTAR YAMAHA MOTOGP RIDER
I’m glad that the KISS Mugello project is now at its fourth edition. As everyone knows, I love Mugello and whatever helps to make it more beautiful, is welcome. In the past years, and especially last year, KISS Mugello delivered very good results and this is also thanks to all the people who have joined the initiative. I’m sure this year it will be even more success. Again this year, Mugello Circuit and Yamaha have been promoting an initiative to raise funds for Ospedale Meyer in Florence and I‘m very happy for this. I am sure we will form a great group that will allow Mugello to remain the most beautiful circuit in the world!
YAMAHA MOVISTAR PRESS RELEASE
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.
Similar category
The online platform where you can discover the latest trends, strategies and insights from the exciting world of sports marketing.
View our blog
May 6, 2025
F1, MotoGP, and the Green Revolution: How Sustainability Is Transforming Motorsport Sponsorships
In the world of motorsport sponsorship, speed and performance have traditionally reigned supreme. However, a new race is underway, one towards sustainability. Both Formula 1 and MotoGP are st[...]
Read More
March 12, 2025
Moto2 sponsorship agency
As part of the sponsorship in motorsport, Moto2 represents a key piece from a technical point of view, from a communication point of view and as a transition platform to MotoGP. In this artic[...]
Read More
February 3, 2025
Alpine & Yamaha Pramac: Unlocking the Power of Cross-Industry Sponsorships in MotoGP
The recent cross-industry sponsorship agreement between Alpine and the Yamaha Pramac MotoGP team has caught the attention of motorsport insiders and fans, marking a significant shift in[...]
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
Recent posts
The online platform where you can discover the latest trends, strategies and insights from the exciting world of sports marketing.
View our blog
May 8, 2025
Rally1 Cars in 2025: Specs, Performance & What to Watch
The 2025 World Rally Championship (WRC) season marks a significant shift in rally racing, with the elimination of hybrid power units and the introduction of new technical regulations. This ar[...]
Read More
May 8, 2025
WRC Sponsors: The Official Partners and Their Strategies for Success
The World Rally Championship (WRC) is much more than a competition between cars and drivers: it is a global ecosystem that attracts millions of spectators, fans and business partners worldwid[...]
Read More
May 8, 2025
WRC Sponsorship: Opportunities and Strategies in the World Rally Championship
The World Rally Championship (WRC) represents one of the most fascinating and challenging motorsport competitions in the world. With events held in different countries and on varying terrain,[...]
Read More