{"id":237876,"date":"2018-04-12T22:00:00","date_gmt":"2018-04-12T20:00:00","guid":{"rendered":"https:\/\/rtrsports.com\/how-does-motorsport-sponsorship-work\/"},"modified":"2026-03-12T10:01:54","modified_gmt":"2026-03-12T09:01:54","slug":"how-does-motorsport-sponsorship-work","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/en\/blog\/how-does-motorsport-sponsorship-work\/","title":{"rendered":"4 MotoGP and Motorsport sponsorship problems and how to overcome them"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">Contrary to a traditional communication campaign, <\/span><a href=\"https:\/\/rtrsports.com\/en\/\"><strong>motorsports sponsorship<\/strong><\/a> must be managed. Not only does the general plan need to be monitored, but there are also dozens of activities linked to a sponsorship program that have to be carefully handled. Just to give you an example:<\/p>\n<ul>\n<li><strong>Guests at the track<\/strong><\/li>\n<li><strong>Use of the show<a href=\"https:\/\/rtrsports.com\/en\/blog\/motogp-show-bikes\/\">bike<\/a><\/strong><\/li>\n<li><strong>Rider to a Pr Event<\/strong><\/li>\n<li><strong><strong>Production of co-branded merchandising<\/strong><\/strong><\/li>\n<\/ul>\n<p>In our experience, there are 4 main problems linked to a MotoGP or motorsport sponsorship program. Let&#8217;s try and see them.<\/p>\n<h2><strong>1) Motorsport Sponsorship has to be managed<\/strong><\/h2>\n<p>The possibility of having some guests at a <strong>MotoGP<\/strong> event is fantastic, but since the teleportation is still not a thing of our days, you have to add some logistic effort to get the guests there\u2026 So from the invitation to the means of transport, from hotels to side events such as dinners and entertainment, to name a few.<\/p>\n<p>Races, sometimes, are held in areas not necessarily rich in hotels, so you have to plan in advance and have a good knowledge of the geographic area to get a good solution. The same applies to good restaurants or those black <strong>Mercedes<\/strong> vans that convey such a good corporate feeling. I skip the other examples; you can imagine that there is quite a lot of work to implement any and each activity and to exploit the<strong> motorsport sponsorship<\/strong> to the fullest.<\/p>\n<h2><strong>2) There are so many opportunities that it could be overwhelming <\/strong><\/h2>\n<p>Further to the 4 examples, I made it so you can use the team or the rider in a myriad of activities\u2026. Maybe too many if you do not have a <strong><a href=\"https:\/\/rtrsports.com\/en\/blog\/whats-sponsorship-plan\/\">clear plan<\/a><\/strong>. It is similar to heading into a mall <strong>in the USA<\/strong> looking for a product; it is highly likely that you\u2019ll end up facing an endless shelf of similar products. In the beginning, it could be overwhelming. It takes a bit of time to find your own way in the aisle, and with it you learn to appreciate the larger choice with a motorsport sponsorship.<\/p>\n<h2><strong>3) People still think that Motorsport sponsorship cannot be measured <\/strong><\/h2>\n<p>This is a<strong> fake problem;<\/strong>\u00a0there are <strong>companies capable of measuring the ROI<\/strong> in terms of commercial visibility (how much should have I spent to gain the same visibility?) and how the sponsorship impacts on the bottom line.<strong>\u00a0Nielsen Sport\u00a0<\/strong>is one of those companies.<\/p>\n<h2><strong>4) Uncertainty of sports performance\/doping\/disqualification <\/strong><\/h2>\n<p><strong><a href=\"https:\/\/rtrsports.com\/en\/blog\/sponsorship-team-doesnt-win\/\">If the team you support doesn\u2019t win or perform as you hoped for, it doesn\u2019t<\/a><\/strong> mean that the marketing results will necessarily be poor. If your marketing activities are well planned, you can still reap great results\u2026. It is true, though, that victory always brings with it a big bonus.<\/p>\n<p><strong>Passion for sport is capable of building a strong bond between fans and team\/riders. <\/strong>To make clear what I am talking about, I use two great Italian sports icons as examples: Ferrari and Inter. Would you say that the relationship between Ferrari\u2019s and Inter\u2019s supporters and their beloved team has weakened? I do not think so. Years spent in stadiums enduring bitter disappointments, or on tracks overtaken by the silver arrows&#8230;without uncertainty or rethinking.<\/p>\n<p>I think that boyfriends, wives, or husbands do not benefit from the same treatment. On the other hand, and to confirm what I wrote, Ferrari and Inter are capable of attracting top-class sponsors every year, testimony to the fact that the appeal of the two Italian outfits is not diminished and that they are an excellent marketing tool. Let\u2019s say that<a href=\"https:\/\/rtrsports.com\/en\/blog\/motogp-sponsorship-what-it-is-how-it-works-and-all-you-need-to-know\/\"><strong> sponsoring a MotoGP team<\/strong><\/a> is like becoming part of an exclusive club; you meet people and build the relationship, sometimes you strike a deal, and every now and again you win. If the sponsorship package is properly assembled, you will always get a positive ROI.<\/p>\n<p><strong>Doping\u2014<\/strong>this is a real problem for any sport. To cover this risk, you have to protect your company on a contractual level and insert heavy penalties in the contract. This is either in case the team or the athlete gets disqualified.<\/p>\n<p>An emergency plan must be in place in case such an emergency arises. The PR agency and the Company\u2019s communication officer would have examined any scenario in advanced and will be ready to minimize the damage<\/p>\n<h2><strong>MotoGP Sponsorship: how to overcome these problems<\/strong><\/h2>\n<h3><strong>1) Work with a <a href=\"https:\/\/rtrsports.com\/en\/blog\/sports-marketing-agencies-competences\/\">sports marketing agency<\/a>, it does not necessarily have to be RTR Sports, but It must be expert in the field you are entering <\/strong><\/h3>\n<p>Someone that knows the players and the rules of the game and that keeps you away from mistakes, someone that saves you time and money. Great professionals in other areas but with no mileage in the paddock need time to gain the necessary experience needed to manage complex programs that have to be implemented within another event that has different priorities from yours and a set schedule built around the races to be broadcasted at a certain time. Do not exclude them; just support them with someone that can avoid missteps and is capable of spotting all the upcoming opportunities.<\/p>\n<h3><strong>2) The same thing applies to point 2 (overwhelming). Work with a sports marketing agency <\/strong><\/h3>\n<p>I suggest you choose the agency on the basis of its case histories. I am sure the agency will be able to suggest to you which are the activities that are more doable, with the highest possibility to succeed, and that can be executed smoothly. Always consider that the team personnel and the riders have a fixed calendar during the year dictated by the 19 races and a tight schedule when they are at the track.<\/p>\n<h3>3) <strong>Consider hiring an independent agency to measure the Motorsport Sponsorship<\/strong><\/h3>\n<p><strong>It is highly likely that the teams will give you some reports.<\/strong> Generally, these reports contain a commercial evaluation of the time in seconds that your team has gained and an overview\/evaluation of the digital activities that the team executes on various social media platforms. If you want to play safe, you can talk with one of the independent agencies that do that, e.g., Nielsen Sports (if you need contacts, just ask us). Moreover, if you are planning a large sponsorship, you can have ex-ante research to analyze how much the areas of the motorbike you are buying were seen in the previous 2 or 3 years so as to have a ballpark ROI (obviously you have to take into account that any sport season is different, so it is imperative that someone from the circus give you some advice about the potential competitiveness of the team). By doing so you will be better equipped to talk about the budget with the team and inside your organization.<\/p>\n<h3><strong>4) <a href=\"https:\/\/rtrsports.com\/en\/blog\/sponsorship-agreement-models\/\">A great lawyer\u2014<\/a>the sector has it own specificity<\/strong><\/h3>\n<p>Even Multinational companies have to use someone expert of the sector; if their legal team doesn\u2019t encompass someone specialized in sport, it is better to ask the support of a specialist capable of examining and\u00a0 covering all the risks<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Contrary to a traditional communication campaign, motorsports sponsorship must be managed. Not only does the general plan need to be monitored, but there are also dozens of activities linked to a sponsorship program that have to be carefully handled. Just to give you an example: Guests at the track Use of the showbike Rider to [&hellip;]<\/p>\n","protected":false},"author":14,"featured_media":158688,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20038],"tags":[],"class_list":["post-237876","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-sport-sponsorship"],"acf":[],"contentshake_article_id":"","yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.8 (Yoast SEO v27.3) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>4 MotoGP and Motorsport sponsorship problems and how to overcome them<\/title>\n<meta name=\"description\" content=\"Contrary to a traditional communication campaign motorsports sponsorship must be managed. 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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.\",\"sameAs\":[\"https:\\\/\\\/stg-rtrsportscom-rtrstaging.kinsta.cloud\"],\"url\":\"https:\\\/\\\/rtrsports.com\\\/en\\\/author\\\/riccardo\\\/\"}]}<\/script>\n<!-- \/ Yoast SEO Premium plugin. -->","yoast_head_json":{"title":"4 MotoGP and Motorsport sponsorship problems and how to overcome them","description":"Contrary to a traditional communication campaign motorsports sponsorship must be managed. 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