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 October 22, 2024 | In Marketing Sportivo, Sport Sponsorship, Sports Marketing
In the sports landscape, partnerships with the right sponsors represent a key factor in the success of teams and organizations. Not only do these partnerships generate significant revenue, but they also make it possible to reach new audience segments and increase interest in sports. In particular, the ability to identify sponsors who share similar values and goals can be crucial in approaching hard-to-reach demographics such as young people. Today, the younger generation, which is less and less inclined to watch traditional TV, requires innovative approaches to get involved and passionate about sports as well, which, like all “products,” needs to find the most efficient way and alternatives to reach new users. An excellent example of this strategy is the recent partnership between Formula 1 and LEGO, which you can read about in the next few lines.
La Formula 1, aware of the challenges in engaging youth audiences, recently entered into a partnership with LEGO, the famous construction brand. This collaboration is not limited to simple brand visibility, but aims to create an immersive experience for children. Thanks to LEGO sets dedicated to F1, little ones can build reproductions of cars and circuits with their own hands, thus getting in touch with the sport in a playful and interactive way. This kind of engagement not only makes Formula 1 familiar and accessible, but also creates an emotional connection that could lead children to seek out watching the races in the future, perhaps through digital platforms or streaming, mediums more congenial to their generation.
The world of eSports has also been used to expand the fan base and bring younger audiences closer to mainstream sports. One particularly relevant example is the NBA, which launched back in 2018 an eSport league called the“NBA 2K League” in partnership with 2K Sports, the video game company. This initiative has allowed the NBA to penetrate the market of young gaming enthusiasts, many of whom may not initially be interested in real basketball, but who through gaming develop a passion for the NBA and its teams. The connection between traditional sports and eSports has proven successful, as it allows the NBA brand to expand outside of sports arenas, tapping into an audience that prefers digital experiences. In this way, the league has managed not only to generate new revenue streams, but also to engage a different target audience, bringing these new fans to follow the real games as well.
In the world of motorcycle racing, Red Bull is an example of how a brand can go beyond simple sponsorship, creating true engagement platforms. Red Bull, with its strong presence in motorsport, has been able to develop a perfect synergy with MotoGP, complementing its image of adrenaline and speed. Through digital content, experiential events, and partnerships with teams and riders, Red Bull has made MotoGP accessible and appealing to a young audience, leveraging a visual and stylistic language that resonates with new generations. Red Bull has also leveraged platforms such as YouTube and social media to publish exclusive, behind-the-scenes content and key moments from races, all with the goal of making the sport increasingly “clickable” for an audience that prefers to consume content quickly and on-demand.
Soccer, a global sport par excellence, has long understood the importance of adopting a multichannel strategy to reach younger fans. A prime example is the English Premier League, which has leveraged platforms such as TikTok and YouTube to engage Generation Z. Through match highlights, exclusive content, and partnerships with digital influencers, the Premier League has created a communication model that is perfectly suited to the consumption behaviors of young audiences.
Another relevant example of how sponsorships can expand companies’ reach and bring new audiences together is Louis Vuitton’s strategy. The famous French luxury fashion house has forged strategic partnerships with various sports, particularly through digital sponsorships and bespoke creations. One notable case is the partnership with the League of Legends World Championship (LoL Worlds), one of the most watched eSport tournaments in the world. Through its collaboration with LoL, Louis Vuitton has cleared the association between luxury and gaming, uniting seemingly distant worlds. For the competition, the brand designed an exclusive trophy chest for the final prize and created a capsule collection of skins for the game’s characters. This approach allowed Louis Vuitton to approach a young and digitally sophisticated audience, capitalizing on the enormous popularity of competitive gaming. The brand’s presence in such an innovative environment has reinforced its relevance to the younger generation, demonstrating how the boundaries between traditional luxury and digital experiences are rapidly blurring. Moreover, the recent sponsorship of F1 with a 10-year contract places LVMH even more among the big global sponsors. Olympics, Sailing, LoL Worlds and F1 all combined to expand the reach of brands that certainly do not need Brand Awareness alone.
In addition to partnerships with brands and gaming platforms, another crucial aspect of modern sports sponsorship and marketing strategies is the use of social media to expand reach. Many sports teams and organizations have embraced platforms such as Instagram, Twitter, and TikTok to tell engaging stories and offer direct access to athletes’ lives, behind-the-scenes stories, and unseen moments. This approach is particularly effective in approaching young audiences, who seek a more intimate and direct experience with their sporting idols. For example, Paris Saint-Germain (PSG) has made the most of its social media presence, creating content that highlights not only the performances on the field, but also the personalities of its players, figures who become ambassadors not only for the team, but for the entire sport. The club’s interactive initiatives aimed at fans, such as polls, Q&A sessions, and contests, have helped create a strong sense of inclusion in the PSG community. This feeling of belonging consolidates the emotional bond between the team and its fans, thus fostering a loyal supporter base
In an era when youth audiences are increasingly difficult to reach through traditional channels, the key to success for sports teams lies in the ability to forge strategic partnerships with the right sponsors. Whether it’s collaborations with game brands like LEGO, eSport platforms or consumer companies like Red Bull or luxury companies like Louis Vuitton, the goal must be to create meaningful and engaging experiences for young people by going out and intercepting them in the areas they are passionate about and using the platforms they like best.The result is twofold: on the one hand, sports and sports teams can increase their following and grow their passion for sports, and on the other hand, the brands involved can strengthen their identity and tie themselves to positive and inspiring values. In an increasingly fragmented world in terms of attention, the success of these initiatives depends on the ability to be creative, relevant and authentic, providing new fans with the experiences they seek.
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.
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.
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Read MoreIn 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.
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.
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 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.
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.
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
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