Our blogs
August 12, 2018
Sponsoring the MotoGP Championship: the advantages of being a rights holder partner
There is a frame that anyone who has ever watched a MotoGP race on TV recognises without ever having consciously thought about it. The graphic at the bottom of the screen, carrying the circui[...]
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August 10, 2018
Sports Audience Measurement and the Curious Case of Formula 1
The concept of measurability is a founding principle of modern marketing. Following the golden rule that “if it’s measurable, it’s improvable,” numbers, data, and repo[...]
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August 9, 2018
This is Why We Play: The Transformation from Participant to Spectator in Sports Marketing
In one of the most significant moves in sports media, the NBA has massively invested in the global distribution of its content, bringing American basketball into the homes of tens of millions[...]
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August 1, 2018
MV Agusta returns to Moto2. Here’s why manufacturers love racing
It’s an iconic status symbol – so when the Forward Racing Team unveiled the first official images of the MV Agusta chassis prototype for the Moto2 2018 championship on Monday 30th July, t[...]
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July 22, 2018
Sports licensing and co-branding: how they work and why brands invest
Six hundred and seventy million euros. That is what Ferrari earned in 2024 from its “sponsorships, commercial and brand” segment — an aggregate that includes sponsorship on Form[...]
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July 1, 2018
Marc Marquez takes a mighty win at Assen, in one of the best MotoGP races ever
The 70th Dutch TT at Assen will probably long be recalled by bike fans around the world as one of the best MotoGP races in the series’ history; the eight protagonists for a podium finish in[...]
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June 30, 2018
Sponsorship scams and frauds: a very Italian problem
Unfortunately, in recent days we have had to read the latest in a series of cases where arrests in connection with false sports sponsorships and inflated invoices have come to light. This tim[...]
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June 27, 2018
Fake Sports Sponsorships: How to Recognize and Avoid Them
The news broke at the start of 2025, and while it wasn’t entirely surprising, the scale was. Six arrests, a well-known rally driver placed under house arrest, and a network of fake spor[...]
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June 21, 2018
“We do not have a big budget, we cannot enter sport sponsorship”
Budget is one of the hottest topics when it comes to sports and companies often think they do not have the resources to get involved. “We have no budget” or “we do not have [...]
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June 21, 2018
Marquez, Lorenzo and the Monster-Red Bull war of sponsorship
The premise is that there is not yet a public and official answer to the question posed in the title of this article. This does not mean that, for those of us involved in sports marketing, Jo[...]
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June 20, 2018
How to choose a sport to sponsor: criteria and method
Instinct or numbers? That is the wrong question. The right question comes before any data analysis: does the sport you are considering manage to keep audiences engaged week after week? Sport [...]
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June 18, 2018
Will the Marquez-Lorenzo Dream Team kill MotoGP in 2019?
Is the “Dream Team” a good thing for MotoGP? The signing of Lorenzo for the working Honda HRC Team has struck the paddock like a lightning two weeks ago. I had the time to digest it and I[...]
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June 17, 2018
MotoGP: Rossi scores 3rd in Catalunya, remains 2nd in Championship
Movistar Yamaha MotoGP‘s Valentino Rossi has taken his third consecutive third-place finish in the 2018 MotoGP World Championship at today’s Gran Premi Monster Energy de Catalunya. Te[...]
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June 14, 2018
Leveraging on sponsorship: how to use image rights in communication
There is a precise moment when a sponsorship stops being an expense and becomes an asset. It is not when the contract is signed, nor when the logo appears on a motorcycle fairing or a racing [...]
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June 13, 2018
How to Choose a Sport to Sponsor? A Quick Guide
This is the big dilemma: should I follow my instinct or should I look at the numbers? Well, I’ll look at the numbers — they don’t lie. But before that, the main piece of advice [...]
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June 4, 2018
Is a MotoGP Paddock Pass worth it? We review the hottest ticket in town
You’ve been wanting it, you’ve been craving it, you’ve been hunting it, and now you have it; but is a MotoGP Paddock Pass worth it? The answer is, well, “maybe”. Time to shed some l[...]
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June 3, 2018
Rossi scores 3rd at Mugello, climbs to 2nd in the Championship
Movistar Yamaha MotoGP’s Valentino Rossi had the Autrodromo del Mugello turned into a sea of yellow as he grabbed third place in a hard-fought race. Maverick Viñales had a more challen[...]
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May 30, 2018
Women and Sports Sponsorship: What the Data Really Shows
41% of F1 fans are women and 3 in 4 new fans are women: Nielsen 2024 data and the 2025 F1 Global Fan Survey dismantle the misconception that women don’t follow sport. Here is what it me[...]
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May 28, 2018
Sponsorship and hooligans. How to deal with violent fans
Unfortunately, the one between sponsorship and hooligans can be a tough combo to deal with. Can a sponsoring brand have problems because of the team’s supporters? Fans, especially in some d[...]
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May 28, 2018
What Budget Do You Need to Sponsor a Sport?
Every time we enter a negotiation with a new brand, there is a precise moment when the conversation shifts: the marketing manager stops talking about objectives and starts wondering how much [...]
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