MotoGP is the oldest motorcycle racing championship in the world. It was founded in 1949 by the Fédération Internationale de Motocyclisme. The MotoGP is a nineteen race series across fifteen countries across the globe. Perhaps the one that is most popular and loved by most is the Grand Prix event that attracts fans from all over the world who come to watch these races.
WHAT IS MOTOGP SPONSORSHIP?
When the MotoGP races begin, international brand logos can be spotted either on the bikes, banners or even billboards. Brands such as Michelin, Tissot, Red Bull, DHL are just but a few companies that sponsor the MotoGP. Simply put, this is what it entails in sport sponsorship. There are many advantages and disadvantages of sport sponsorship that a brand needs to know before participating. Sponsorship is much more that a sticker or a logo on the bike or a billboard. The visibility of the brand is just but a tip of the iceberg.
BENEFITS OF MOTOGP SPONSORSHIP
As an official sponsor, the most important advantage of sponsorship is the extraordinary visibility of your brand. Many fans of the sport travel across borders to come and physically watch the races and those who cannot travel enjoy it on the TV. Almost 207 countries get live streaming on their TV sets for a total of 20,227 broadcasting hours per year. This reaches close to 428 million homes throughout the globe.
A number of surveys carried on the topic of sponsorship showed that the audience of MotoGP is very attentive and receptive to not only the sport but also to the sponsors. Hence, brand positioning of sponsors is key. Interestingly, 83% of this audience said that brand association with MotoGP was a good enough reason to prefer them over their competitors. Additionally, some claimed to have purchased products or services as a result of the brand association. This is an interesting issue for brands to hop on sport sponsorship as a sale’s tool to push their margins. The championship is a strong business driver for all participating sponsors.
During the MotoGP races, sponsors get exposed to new B2B opportunities that in the long run generate sales. Sponsors of the MotoGP have a guaranteed audience who are really passionate about the sport that the brands can use for exposure and global reach. On average, MotoGP fans watch a minimum of 14 races on TV in a whole year. The audience is comprised of young, vibrant and loyal fans majority being below the age of 35 years. 30%