Our blogs
January 8, 2019
The most important team and rider changes ahead of MotoGP 2019
There’s change afoot for both riders and teams in MotoGP 2019, with the break-up of decades-old partnerships and new riders coming up from the lower ranks of motorsport with a promise to sh[...]
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January 3, 2019
David vs Goliath: Small agencies vs the big guys
For many who want to invest in sports marketing, a small to medium-sized agency is likely to be the most effective choice. So, what are the benefits of using a small agency over a larger one [...]
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January 1, 2019
Jorge Lorenzo & Red Bull: beginning a sports sponsorship campaign effectively
Only a few days ago, new Honda rider Jorge Lorenzo appeared alongside Max Verstappen of the Red Bull Formula 1 team as guest of Sport und Talk aus dem Hangar 7, on Red Bull’s Servus TV. It[...]
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December 23, 2018
Sports Sponsorship and Social
Sports sponsorship, marketing and social There’s no question that the way we’re watching and engaging with sports is changing. Whilst in the past we might have been limited to physically [...]
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December 17, 2018
Approaching sports sponsorship: 7 questions to get started on the right foot
Sports sponsorship is a hugely effective marketing tool for both large and small companies and for every type of brand – whether new or already well known. Direct sales impact, extraordinar[...]
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December 9, 2018
Brands x sports: who’s doing it well right now?
When it comes to successful sports sponsorship campaigns, our thoughts are likely to turn immediately to Red Bull. With 2012’s Red Bull Stratos, where Austrian skydiver Felix Baumgartner pa[...]
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December 2, 2018
Injuries: how does risk play a factor when sponsoring sport?
It’s a risk that must be taken into account when sponsoring a sports star or an athlete: that they might, unfortunately, find themselves injured and out of the game—for a few weeks, an en[...]
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December 1, 2018
Sports sponsorship: what you need to know about timings and planning for campaigns
One of the first things to consider when planning sports sponsorship is timing. When is the right time to present a sponsorship proposal? When should sponsorship contracts be signed? What are[...]
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December 1, 2018
4 technological developments that will shape MotoGP 2019
The 2019 MotoGP season is less than a month old, but already we’re seeing how technological advancements are promising to shape the future of the sport. Here are just a few of the tech deve[...]
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December 1, 2018
How getting involved in sports championships can massively boost your brand
It might seem obvious that being involved with a major sports championship would be a positive for a brand – but aside from the glory of being involved with something prestigious, do you ha[...]
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December 1, 2018
Implementing Sponsorship: Reactive and Proactive Communication
It’s late at night when the notification arrives. The sponsored athlete has just won the championship. Social media explodes with comments, wire services break the news, fans flood thei[...]
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November 29, 2018
Final championship standings for the 2018 F1 season!
Mercedes AMG Petronas’ Lewis Hamilton has won the 2018 Formula 1 Championship with 385 points and It’s the fifth World Title for the British Driver. Sebastian Vettel with Ferrar[...]
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November 26, 2018
MotoGP: what the 2018 season taught us
With the first tests of the 2019 MotoGP season already in the books, it’s important that we remember to take some time to reflect on the 2018 ranking – and what this season of MotoGP taug[...]
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November 20, 2018
MotoGP 2018: 6 highlights
It’s been a season of contrast for MotoGP, with triumphant highs as well as many lows – think falls and crashes from Catalunya to Argentina to Valencia, as well as moments of victory for [...]
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November 18, 2018
The emergence of e-sports
Gone are the days when e-sports was a niche hobby – now the game that sees players compete virtually, sometimes from home, sometimes from huge event venues, often in teams, is a certified, [...]
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November 18, 2018
Final championship standings for the 2018 MotoGP season!
Repsol Honda’s Marc Marquez has won the 2018 MotoGP Championship with 321 points. It’s the fifth World Title for the Spanish rider in the first class and the third in a row. And[...]
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November 9, 2018
Ride of the Day: Marussia B2
The Marussia B2 is the B1 successor, first shown to the public at the 2009 Frankfurt Motor Show. The differences between the B1 and the B2 are only cosmetic; the B2 offers a new, edgier desig[...]
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October 21, 2018
LCR, Crutchlow score brilliant 2nd at Motegi
LCR Honda CASTROL rider Cal Crutchlow produced the goods at HRC’s home race on Sunday as he claimed second place at the Twin Ring Motegi. Having been consistently fast throughout the weeken[...]
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October 21, 2018
Marc Marquez crowned 2018 World Champion at Motegi
Marc Marquez took an incredible victory at Twin Ring Motegi yesterday, becoming the 2018 MotoGP World Champion with three races to go, in front of Honda President and CEO Mr Takahiro Hachigo,[...]
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October 18, 2018
Building Competitiveness: The True Challenge for the Future of Sports Marketing
In motorsport and sport in general, competitiveness is never guaranteed: it must be built, negotiated, and sometimes mandated by regulation. And it is precisely this — the ability to ensure[...]
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