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February 2, 2023

How Motorsport Sponsorship Works

Fact: Over 60% of motorsport fans prefer to buy from a brand they see during the races. However, the most successful brands don’t use sports sponsorship in isolation, instead, they integrate it across all marketing and communications touchpoints in their business. In this article, we are going to explain how motorsport sponsorship works and how […]

December 13, 2022

An Analysis of Formula 1 Global Dominance

Considered by many as a major sport but yet radicated in Europe, Formula 1 has sometimes struggled to obtain the deserved credit for being the biggest annual global sport. However, today, there are no doubts about it and Formula 1 is on for global dominance. The sport has registered significant rises in season cumulative audience […]

November 24, 2022

Sports Sponsorship vs Hospitality Package

As a sports marketing agency, we believe that sports sponsorship is one of the most powerful marketing tools for a brand. However, we are often asked comparisons between signing a sports sponsorship with a team and buying a hospitality package. In all fairness, it is a bit like comparing apples to oranges and here we […]

October 18, 2022

Why Brands Must Enter F1 Right Now

The following story is the same old story that every sponsorship guy in the F1 Paddock will tell you regarding why brands should partner in F1: it is the pinnacle of motorsport and it is a global sport that runs every single year from March to December. Fine, everything is right and correct. But it is […]

October 10, 2022

Sponsorship: Global vs Regional

When defining the sponsorship strategy, companies sometimes struggle to decide whether to sign a global sports sponsorship or a regional one, that's why we will be talking about this topic: "Sponsorship: Global vs Regional". Although there are sports that are truly global phenomena, a company might want to focus only on some of the countries […]

September 19, 2022

Why Sponsor a Racetrack

We spend most of our time consulting with brands and advising them on which motorsport team, driver or championship they should sponsor based on their objectives and budget. However, another solid option to utilise motorsport as a marketing platform is to become a partner of a circuit, the question is: why sponsor a racetrack? Some […]

August 30, 2022

Team Performance and Sports Sponsorships

It is fair to say that companies, at first glance, prefer to sponsor a winning team instead of a midfield team. However, several considerations need to be made before saying that this is always the right thing to do. Reputation: being the partner of a team that every Sunday fights for wins clearly helps to […]

August 1, 2022

The Right Time to Sign a Sports Sponsorship

One aspect that is often underrated when it comes to signing a sports sponsorship deal is selecting the right time to do it. The average sports sponsorship negotiation time is around 6 months, mainly because of the sponsor's internal structure and processes. Therefore, it is an activity that needs to be carefully planned, also because […]

June 29, 2022

How To Use The Sponsorship Assets

When we talk about sponsorship in motorsport, meaning all the categories that make it up, it is correct to go beyond the surface of sponsorship and understand what benefits it offers to those who sponsor a team. We are not only and exclusively referring to the logos on the car/bike, but to everything that concerns […]

June 15, 2022

Technology Sponsorships In Motorsport

The world of sports sponsorships, but the world of sports in general, as we can easily imagine, follows the global economic, social and environmental trends very closely and reflects the changes. It is in the last two years that, due to the Covid-19 pandemic, the greatest changes have taken place: among these, there is an […]

May 25, 2022

Motorsport and Sustainability

A very recurring topic in recent years is global warming caused by humans and their activities with the relationship between motorsport and sustainability becoming increasingly important. This problem, with the consequent criticisms and attempts to run for cover, has not spared the world of sport, in particular motorsport, which has always been accused of emitting […]

April 28, 2022

It’s All About Timing

Speed ​​is an essential element of Formula 1, but specifically, it is the chronometer that establishes, up to the thousandth, the fastest car and driver. If you combine speed and precision with the glamour factor, which increasingly distinguishes Formula 1 from other series, you can see how the combination of Formula 1 - watch brands […]

April 20, 2022

Cryptocurrencies and Formula 1

If in the 80s and 90s Formula 1 teams were fighting for the biggest sponsorship in the tobacco industry, long banned due to its negative effects on people and the environment, now they are still looking for the most remunerative sponsorship in the world that's why we are talking about the relationship between cryptocurrencies and […]

April 12, 2022

An All-Female Sponsorship

Motorsport has always been considered an environment with a strong masculine connotation, but more and more women have held leading roles in recent years. The presence of women in motorsport is growing steadily and the 2022 MotoGP World Championship has given us interesting food for thought. The Qatar Grand Prix was the setting for unveiling […]

March 30, 2022

The Pitlane Interview: Gabriele Pedone, Racing Spirit

Is it possible to recreate a casual clothing line inspired by motorsport? We asked Gabriele Pedone, CEO of Racing Spirit, the clothing brand of the Racing Force Group, which already includes iconic motorsport brands such as OMP and Bell. Can you tell us the story of Racing Spirit and how the idea of founding this […]

March 18, 2022

F1 Sponsorship Golden Era

Quoting Bruce Springsteen, for many years sponsorship experts have defined the early 2000s as the glory days of F1 sponsorship when tobacco and financial companies were investing tens of millions in the sport. Today, after a decade of struggles for F1 teams to sign big deals, we are witnessing a new F1 sponsorship golden era […]

December 13, 2021

The Pitlane Interview: Tommaso Volpe, Nissan

One of the car manufacturers that truly believes in the power of motorsport as a global marketing platform is Nissan. That's why we had a chat with Tommaso Volpe, General Manager of Global Motorsport and Partnerships, to understand how Nissan approaches motorsport and what are the overall objectives. Nissan is in Formula E, GT World […]

November 22, 2021

Formula 1 and Technology Brands

In 1991, Genesis were singing those words "you buy a piece of paradise, you buy a piece of me". Well, as a technology brand you can buy a piece of paradise in the sports industry, let's see what that is. You don't have to be a sports sponsorship genius to see that technology brands are […]

November 8, 2021

The Pitlane Interview: Samantha Lamberti, Nielsen Sports

Many times we have heard marketing executives saying the sports sponsorship was not the right tool for them because they could not measure the ROI. This statement couldn't be further from the truth and we have interviewed Samantha Lamberti (Managing Director, Nielsen Sports Southern Europe) to understand how analytical and measurable sports sponsorships are today. […]

October 25, 2021

One-Race Deal: Good or Bad?

Several times we have been asked by a brand if signing a sports sponsorship just for one race was possible and our answer has always been "Yes". However, this does not mean that it is what we suggested to do. Brands, particularly the ones that are new to sports sponsorship, tend to believe that a […]

October 18, 2021

The Pitlane Interview: Romain Grabowski, Motul

If there is a brand that is truly motorsport-driven, that brand is Motul. They are involved in almost any form of racing and we took the opportunity to have a chat with Romain Grabowski, Head of Brand, to understand how they approach a partnership and what are their future plans. Motul is a brand with […]

September 13, 2021

The Sports Marketing Trends in 2021

As we enter the final quarter of 2021, we thought to look at the trends that emerged in the sports marketing industry during the last 9 months. Clearly, many of them are the consequence of the disruption that the COVID-19 pandemic created in our world, but some are here to stay and worth considering if […]

August 23, 2021

Audience Insights: The Key to Success

We live in a society that is more than ever data-driven. Almost every aspect of our lives is tracked, analysed and stored. It comes as no surprise that also sports sponsorships are leaning towards this approach. Today brands can obtain large but also specific data when talking to a sports property to understand if that […]

August 9, 2021

Sports Sponsorship and Advertising

When faced with a sports sponsorship opportunity some brands say that they don't have enough marketing budget, but then, after a series of questions, you understand that they are spending 10 times the money required for the sports sponsorship on plan advertising. Is it the right choice? It depends. An advertising campaign (online/offline) is a […]

August 2, 2021

How Team Culture Influences Sponsorship Acquisition

When looking at which sports property to sponsor, there is one aspect that is often overlooked: the culture inside the organisation. A sports sponsorship is, after all, a relationship between two entities that seek mutual benefits and there is no benefit if there is no cultural fit. A sentence that we often say when we […]

July 19, 2021

Sports Sponsorship and B2B: Threat or Opportunity?

One of the most recent trends in the sports sponsorship industry is the tendency for deals to include a B2B proposition. What does it mean? Simply put, a deal is partially or even totally connected (and dependent) to a B2B relationship between the property and the sponsor. Some sports sponsorships are effectively born from an […]

July 7, 2021

Why Sports Sponsorships Fail

Up until the late 1980s, the CEO Syndrome (when a company sponsor horse racing simply because the CEO is passionate about it) was the main cause of ineffective sports sponsorships. While sports sponsorship decision-making will always have a level of subjectivity, growing accountability to stockholders and stakeholders has resulted in a more professional approach to […]

June 29, 2021

Sponsoring a Championship, Team or Driver?

When planning your sports sponsorship strategy, you generally have several alternatives even within the same sport. However, they offer different benefits and assets and require different levels of investment. In this article, we are going to explain the differences between sponsoring a championship, team or driver. Whether you are sponsoring the championship itself, a team […]

June 21, 2021

Sponsorship Activation Planning: Why It is Crucial

Let's start with that, you want to have a nice dinner and decide to cook pasta alla carbonara. You carefully write down a list of the ingredients, go to the grocery store and buy them, perhaps you have also reviewed the cooking process and, thanks to that, you and your family will have a superb dinner. […]

June 14, 2021

How to Select What to Sponsor

Senior marketing executives receive dozens of sponsorship proposals every day. Some of them are very targeted and well-structured, and others are very general and pretty much irrelevant. So, the question is: how can you decide what to sponsor when you have several opportunities but a limited budget?  As we mentioned in our previous article, sports […]

June 7, 2021

The Growing Relevance of Sports Sponsorship

Many say that banners and TV ads were the first form of marketing, but is that true? We can’t give a definitive answer. One thing that is clear instead, is that consumer purchasing habits have changed and positive sentiment towards brands is what is driving consumer preference. That's why there is a growing relevance of […]

May 24, 2021

Why To Use a Sports Marketing Agency

After a meeting that all the top business executives attended, it was decided that the company had an interest in entering the world of motorsport and Formula 1 to use it as a global marketing platform. Nothing wrong with that, moreover the Marketing Director is familiar with sports marketing and likes Formula 1, so he […]

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