The benefits of sports sponsorship
and why you should consider MotoGP

Traditional ADV no longer reaping the rewards

Unfortunately for marketing traditionalists, the old world of ADV is no longer reaping the rewards that it once did.

Whilst consumers are still highly engaged, their behaviours have drastically changed. According to a 2014 study on Super Bowl commercials by BizJournal, 80% of ads have no impact on sales whatsoever. The same study reveals that 84% of the audience leaves the TV to do other things during the ad break.

Not what you want if you’re a brand looking to reach a wide audience of sports fans.

But of course, there are ways that companies can utilise this shift in behaviours to better engage with their audiences – and create a longer-term connection with them at the same time.

They key to this is understanding that the new consumer is tech-savvy, well-informed – and very, very aware when they’re being sold to.

The solution –  and how it can impact your bottom line

A solution that can really help brands out in this scenario is sports sponsorship. Here are just a few of the reasons why…

  • Sports sponsorship leverages the emotion of a tournament, match or championship, aligning your brand with strong feelings of positivity in the viewer – something that’s entirely unique
  • It allows you to share in and convey the positive values of a sports team, or of the sport in general
  • Crucially, sports sponsorship doesn’t interrupt viewers whilst they are trying to watch an important match – instead, it seeps into their experience and becomes part of the action
  • It’s fast-growing, with +5% upward growth year-on-year (IEG) – creating a global sponsorship business worth more than $62.8 billion

By putting brands right at the heart of the action, sports sponsorship removes the lack of attention and the defensive barriers that consumers have developed in response to traditional advertising models. It also increases the screen time when compared to an ad that would traditionally only appear for a few seconds during a break in play. Because of this it is one of the most efficient choices you can make when it comes to sports marketing.

Here are a few more benefits of sports sponsorship…

Sales

The facts are straight-up: countless activation opportunities, huge scalability, sky-high ROI for brands, and efficiency in both B2B and B2C settings. This combination is one that generates a strong sales record – it’s no wonder most Fortune 500 companies have sports sponsorship programmes in place. For specific examples, get in touch – we’re more than happy to discuss success stories.

Visibility

The beauty of sports sponsorship is that it’s seen both by those present at the game AND those who are watching from elsewhere. Specialised TV channels, international media coverage, fan pages galore… all these aspects add up to create the perfect marketing and communication tool to get your brand in front of a global audience.

New Audiences

Sport is a global, unifying force – one that transcends borders and political conflict. This harmony and inclusion offers brands the chance to open themselves up to new markets and target audiences, almost without boundary or limit.

Engagement

Sports sponsorship offers the opportunity to maximise all the communication tools at your disposal: exclusive content, imagery rights, storytelling strategy and live events, for example. The chance to meld all these aspects of your campaign together gives an unparallelled potential for reach and engagement amongst your potential customers.

Hospitality

Sports sponsorship deals can have on the ground benefits for your client and employee relationships too. Hospitality packages, for example MotoGP VIP packages, give the chance to reward those you’ve worked with, offer incredible incentive packages, and show off your sponsorship successes to important stakeholders. Think VIP tickets, hospitality boxes, and gourmet dining as standard. Why not use memorable moments like these to leverage and boost your business?

B2B

With the majority of Fortune 500 companies now waking up to the benefits of sports sponsorship, beginning your own campaign will put you in an exclusive club of brands and organisations that share a common passion and goal: the power of sports, and their value on the world stage. Connections amongst sponsors are common, and easy to set up. You’re all in it for the same reasons, after all.

Sponsoring the MotoGP World Championship

Sponsoring the MotoGP World Championship

Now we’ve covered the benefits of sports sponsorship in general, you might be wondering what kinds of sports are likely to bring you the best results if you do decide to go down this route.

MotoGP is a sponsorship option that can reap huge rewards. Thrilling race fans since 1949, it is still winning over fresh audiences 80 years later – maybe something to do with its expansion around the globe. MotoGP’s 18-round season visits 15 countries across five continents, showcasing the planet’s most dynamic motorcycle racers.

How MotoGP dominates the world

A few stats to show you the global reach that MotoGP has – and that it’s sponsors can leverage for their own brands…

  • 207 countries and territories received live or same-day programming of the 18 Grand Prix races held in 2016
  • There were 7,694 hours of MotoGP broadcast in 2016
  • 9,248 media representatives from 62 countries attended
  • As did5 million spectators, with over 100,000 at each event
  • 83% of the audience would tend to choose a brand because they associate it with MotoGP
  • 68% of the public have bought a product due to MotoGP sponsorship

Sources: Dorna, Nielsen, CSM International

Why sponsor MotoGP?

MotoGP sponsorship is a truly 360° marketing tool, offering passion, youth and innovation alongside countless activation opportunities and outstanding international media coverage.

MotoGP followers are young and loyal (42% have been following the sport for the last two-five years, whilst an average spectator watches 14 out of 18 races per season), and are as much as engaged with MotoGP sponsors and brands as they are with drivers.

Clearly, being a MotoGP World Championship sponsor means having an astonishing array of marketing opportunities that work together to generate impressive ROI. It also gives the opportunity for a fully-customised project, tailor-made around your brand’s marketing and commercial goals.

Ultimately, it’s all about storytelling – and MotoGP’s excellent production of imagery, video and content make it the perfect platform for those companies wishing to enlarge their online fanbase and their social media following. Combined, all this leads to one place: truly effective content marketing, with real long-term results.

“Sport sponsorship means the acquisition of rights to affiliate or directly associate with a product, person, organization, team, league or event for the purpose of deriving benefits related to that affiliation or association”
– Mullin, Hardy, Sutton (2007)

Want to find out more about sports marketing or MotoGP sponsorship? Talk to us.

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