Category: Sport Sponsorship
June 13, 2024
Racetrack sponsorship: what a brand really buys, and what it does not
On Grand Prix weekend, the circuit is not for sale. It is the most common misunderstanding in racetrack sponsorship: brands sign with the venue expecting to appear in the race coverage, then [...]
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April 21, 2024
Sports sponsorship agency: what it does and when it is worth it
Most companies that call us about a sponsorship have already chosen the team. Far fewer have chosen the objective. It is not carelessness, it is how sport works: it is one of the few sectors [...]
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April 18, 2024
Strategic sports marketing: how to build a strategy that works
Nineteen hundred and two. That is the year Slazenger became the official supplier of balls to Wimbledon, and it has never stopped since: it is considered the longest-running sponsorship in th[...]
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March 22, 2024
Sponsor on the visor: small sticker, big impact
The smallest place to put a brand in motorsport is also one of the most watched. A helmet visor is only a few centimetres wide, but it is the only space that stays in frame when the camera se[...]
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March 21, 2024
The visual power of motorsport and the sensory side of sports marketing
The visual power of motorsport is the ability of Formula 1, MotoGP and the other great series to strike the viewer before the race has even started: colours, lights, speed, scenery. It is not[...]
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March 10, 2024
The role of creativity in sports sponsorship
Creativity in sports marketing is not only an added value, but a necessity to stand out in a crowded market. [...]
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February 14, 2024
F1 vs MotoGP: a team-oriented championship against a star-oriented one
The common assumption is that Formula 1 and MotoGP compete for the same audience and the same sponsors. They do not. They are two different products, built on two opposite ideas: F1 sells tea[...]
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February 1, 2024
Maximizing the impact of motorsport sponsorship through the use of social media
Many sponsors think social media is there to show the logo one more time. It is the other way round: everyone sees the logo on the car, social media is where you find out whether anyone cares[...]
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January 14, 2024
How to contact the MotoGP teams
I put myself in the position of the marketing or sponsorship director of a company who finds himself in need of contacting a MotoGP team because he wants information on the sponsorship pack[...]
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January 9, 2024
Sponsorship wheel: understanding sports sponsorship projects with one tool
The sponsorship wheel is the framework we use to map out a sports sponsorship project: three stages (decision making, activation and measurement) and fifteen elements arranged in a circle aro[...]
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December 6, 2023
Global Sponsorship Agency: role, trends, activations
Sponsorship Agency Imagine your brand illuminated by the spotlight on a world stage, its message resonating with thousands, if not millions, of engaged consumers. The conduit to this aspirati[...]
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November 7, 2023
What is an agency, what is it for and how is it changing? Explained simply
What is an agency? It is a word we use often, sometimes in a hurry, sometimes carelessly, and every now and then we lose sight of what it means. And yet anyone who works in marketing, in comm[...]
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October 19, 2023
In sports marketing winning is not a value: the real benefits of sponsorship
If you are willing to invest in a sports sponsorship only because you want to win and gain visibility for your brand, you are making a big mistake. Visibility is just one of the many benefits[...]
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October 19, 2023
Motorsport content marketing: why the logo alone is not enough
A logo on a racing car is not content. It is a right. The value of a motorsport sponsorship begins when that right becomes something people choose to watch, share and remember. That is what w[...]
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August 29, 2023
Sponsorship and the silly season: how sponsors and the driver market are linked
A relationship rarely explored in sports marketing classrooms, yet very common in practice, is the one between the so-called silly season (the driver and team market, which now runs throughou[...]
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August 3, 2023
How much does a superbike cost? WorldSBK prices and costs in 2026
Cremona, 27 September 2026. Nicolò Bulega finishes second in Race 2 and becomes Superbike world champion with six races to spare, having won 26 of the first 30. The bike on which he dominate[...]
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August 1, 2023
F1 DRS: what it was, how it worked and what replaced it in 2026
Abu Dhabi, 7 December 2025, last lap of the last race of the season. Lando Norris is about to become world champion and hardly anyone is looking further back, where Kimi Antonelli is chasing [...]
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August 1, 2023
Trackside advertising: how it works and who sells it in Formula 1 and MotoGP
Watch a Formula 1 start and try counting the brands. Not the ones on the cars: the ones around them. The boards along the straight, the lettering on the walls, the names on the grandstands an[...]
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July 28, 2023
Spa-Francorchamps circuit: history, Eau Rouge and what it means for Formula 1
Sunday 19 July 2026, the Belgian Ardennes. Kimi Antonelli crosses the line to win the Belgian Grand Prix ahead of Charles Leclerc and Max Verstappen: it is the sixth win of his season, and th[...]
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July 28, 2023
Motorsport sponsorship for small businesses: a guide to choosing the right rung
“Motorsport is for multinationals.” It is the sentence we hear most often when the call comes from a small or medium-sized business. It usually arrives right after another one, sa[...]
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