Motorsport sponsorship has always been front and center at RTR Sports Marketing. As a sponsorship agency focused on tier-one motorsport series we help brands, rights holders and companies leverage the global motorsport phenomenon via the development of strategic partnerships.

It’s a fascinating, rich and nuanced world. Fast-paced, rapidly-evolving, extremely exciting and action-packed, Formula 1, MotoGP, Formula E and the other top series in two and four-wheel racing stand among the most popular and most fascinating sports on the planet.

For sponsors, these series unlock an impressive array of benefits to help them both with their commercial and marketing objectives. While worldwide visibility allows for top-shelf brand awareness, an endless list of marketing tools helps above-the-line and below-the-line communication opportunities. From social media growth to Business-to-Business connections, from exclusive hospitality packages to unique events and appearances, motorsport sponsorship truly has it all.

RTR Sports has been a leading independent marketing agency since 1995. In this page, we want to share with you some of our top blog posts, articles and research on the topic we love the most: motorsport partnerships and sponsorships. Our aim is to help professionals, rights holders and sports properties building a deeper knowledge of this field, in the firm belief that only by sharing what we know we’ll help build a better sports marketing landscape for everyone.

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How sponsorship is changing in motorsport: the 4 eras of sponsorship

Sports sponsorship, and especially motorsports sponsorship, is a flexible, three-dimensional marketing tool, whose role over the years has changed profoundly as the market, consumer and regulatory changes. From the early years based on pure visibility to the present days of the expansion of decentralized finance, sponsorships and partnerships have evolved tremendously. Telling the story means telling the story of the evolution of sports marketing as a whole, but also, and more importantly, predicting its upcoming trajectories and the future ahead.

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Sports sponsorship truly is a 360° marketing tool. Your content marketing, digital media, B2B programmes, PR, hospitality opportunities, and many more activities can be based on your partnership with an athlete a team or sports league. Sponsorship can provide a strong increase in brand awareness and better brand positioning: the two combined elements will lead to brand preference and in improved sales. The passion ignited by riders, drivers, athletes, or by teams or any other sportsman in other disciplines, can’t be rivaled. Also, often their audiences and fans have longstanding and deeply-rooted allegiances. If you select carefully a sports team or individual to sponsor that matches your brand’s ethos, you’re well on your way to seeing all the advantages of sponsorship in sport and sponsorship benefits come to fruition.

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Main Sponsor, Top Sponsor, Title Sponsor, Official Sponsor, Front Sponsor, Minor Sponsor: these are all types of sponsorship that fill up the Internet (and the newspapers), but often risk to lead astray first-time novices in the world of sports sponsorships or the most curious fans. Let’s clear all doubts having a look at the definition of these terms, which are not that mysterious after all.  The names of the different sponsorship types or levels, to be more precise, are left to the imagination of those who prepare the sponsorship packages (the set of rights that the sponsor buys from a team or a club).

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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.

Our Testimonials: here's what they say about RTR Sports, RTR Sports

Francois Ribeiro

Commercial Director

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.

Our Testimonials: here's what they say about RTR Sports, RTR Sports

Lucio Cecchinello

Team Principal

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.

Our Testimonials: here's what they say about RTR Sports, RTR Sports

Gianluca Degliesposti

Executive Director Server&Storage EMEA

Your sponsorship in motorsport, our experience.

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