In one of the previous articles we analyzed the so-called "dynamic branding" used by the McLaren team in Formula 1. This solution involves alternating different brands in specific areas of the livery so as to provide them with specific visibility based on strategic choices.
Of course, the English team is not alone in adopting such dynamics, and in other categories, too, it is not uncommon to identify creative approaches to sponsorship management.
For example, in Moto 2 we can analyze the case of Boscoscoscuro Speed-Up. The Venetian reality equips only one team, against a grid composed almost exclusively of Kalex chassis. In order to guarantee each of the investors adequate exposure to expectations, it was decided to follow a logic of alternation. Speed-Up has been offering this route for several seasons now, and with many of the partners a lasting relationship has been established that has cemented the practice. We can date the first appearance of the scheme still used today (albeit with changes in detail) back to 2014.
There were 6 main team sponsors in 2022, and a creative system is needed to avoid confusion and overlap. Specifically, we are talking about:
- Beta Tools
- CAG Mechanical Technologies
- MB Conveyors
- GT Trevisan Machine Tools
In past seasons, HDR brand, Campetella and Boost Italian Mood also participated.
Cag Tecnologie Meccaniche is a company from Belluno with a history now more than 30 years old. It mainly deals with mechanical machining and maintenance, but over the years its offerings have expanded to other sectors adjacent to its main one: design, automation and contract development. Its partnershio with SpeedUp dates back to 2020 and since then it has been a fixed presence on Venetian motorcycles.
MB Conveyors can boast now more than a decade-long presence on SpeedUp fairings. If in the first years they were small stickers, since 2015 the Vicenza-based company is among the manin sponsors and the dedicated livery is one of the most used. Again, we are talking about a company with more than 30 years of history and that deals with the whole cycle of plastics: collection, storage, separation, packaging, transport, etc.
Lightech is a Veneto-based company that has been producing high-performance components for production motorcycles since 1997. It takes advantage of partnerships with teams such as SpeedUp to develop the technology then present on products. The company created by former rider Fabrizio Furlan has over time moved away from national championships and minor series to focus on motorsport at the highest level.
Trevisan Macchine Utensili was founded in 1963 by Girolamo Trevisan (hence the initials in the logo) to put to good use the experience gained through years of employment. Today, 60 years later, the company has branched out worldwide from its original headquarters in Sovizzo in the province of Vicenza. The business focuses on the design and manufacture of machines for a wide variety of industries: agriculture, automotive, aerospace, aeronautics, energy, marine, and petrochemical.
Beta Utensili supports SpeedUp by supplying its technical equipment to the team's mechanics. The Sovico-based company now employs more than 900 people and its offerings span more than 3,000 products. Its involvement in sports competitions ranges from 2 to 4 wheels, from Formula 1 to MotoGP and Superbike.
+Ego is a brand of the SIFAR Group brand that deals with nationwide distribution of accessories for telephony and mobile devices in general. Customized covers, protective films, holders, chargers, earphones are part of the long catalog of this reality that has been a sponsor of SpeedUp since 2015.
Termozeta is a manufacturer of small household appliances. It was founded in 1946 in Parabiago in the province of Milan and has been a partner of Luca Boscoscuro's team since 2020. During the season, the logo sticker is present in a band on the underside of the fairings but there is also a totally green declination of the bike in which Termozeta is the main sponsor. It is usually used in pre-season testing.
Along with the color scheme, the team titling also varies: CAG SpeedUp, Beta Tools SpeedUp, +Ego SpeedUp, MB Conveyors SpeedUp, Lightech SpeedUp, Termozeta SpeedUp, GT Trevisan SpeedUp.
The simultaneous presence of all logos and related colors would make it impossible to define a graphic not only pleasing but also minimally effective. Consequently, it was decided to define a basic scheme with a black background and various contrasting geometric areas. These can be declined according to the specific situation to define 6 or more colors in which one of the brands enjoys greater prominence. In this way at each race motorcycles and suits are able to present different color schemes and have a clearly identifiable main sponsor.
In detail we can see a black-pink bike when EGO+ is the incumbent, black-blue when the major focus is on CAG or MB, neon green when it is Termozeta's turn, neon yellow with LighTech, red with GT Trevisan, and black-orange for Beta.
This may perhaps make it more difficult to identify the team, which by this choice is unlikely to always show up in the same configuration for more than two or three events. But it makes it possible to provide a respectable space for everyone over the twenty races of the season.
Speed-up has been following this trend for quite some time now, a sign that the formula is functional for all parties involved. Other areas of the bike then can be declined independently of the main theme. For example, the fascia surrounding the glass part of the windshield is colored according to the chosen brand.
In the gallery below we have collected all the graphics adopted for each race during the 2022 season. We note the preponderance of the MB Conveyors livery used in 8 events. It is followed by LighTech with 3, Ego+ with 1, CAG with 3 and Beta with 5. In particular, we note that Beta Tools sponsorship is concentrated in the last Asian rounds of the season, Lightech in the Iberian part - Portugal, Spain (Jerez), Catalunya - while +Ego in the Misano round alone.
In this 2023 the strategy of the stable follows 90% of that illustrated related to 2022. Of note only that compared to the previous season, it is Beta Utensili this time that has the most title sponsorships.
The considerable logistical effort, it should be remembered, extends not only to liveries and suits but also to all the team's equipment. In fact, the uniforms of mechanics and team members follow the calendar so as to coordinate perfectly with the vehicles on the track. We offer a small roundup of the current season so as to better appreciate what is described:
As is clearly visible in this analysis, there are many types of approaches when it comes to proposing solutions that provide investors with the right media exposure. Certainly the one implemented by Luca Boscoscuro's team is one of the most articulate, but we are sure it is the result of long and careful mediation and management work.
We thank the team 's official website for the images.
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