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MARKETING IN MOTO GP

Motor sports have always enjoyed a large audience following both at the track and in the various media. Among them, MotoGP gathers a rather heterogeneous pool around the world, with some areas historically more linked to two wheels. The possibility of reaching these kinds of numbers and a more or less specific set of targets represents a great opportunity for anyone who wants to invest in this area.

Our market analysis and firsthand knowledge allow interested companies to calibrate their involvement by fitting sponsorship activities into a multi-channel plan that maximizes the effectiveness of the operation.

Media coverage

More than 207 countries connected via media at each race; more than 428 million private homes (with related viewers) reached during the course of the season. These are just some of the numbers of media coverage of the MotoGP spectacle.

 

  • 207 countries receive Live signal during races

  • +32,684 Hours of television broadcasts

  • +450 Million homes reached by satellite

  • +60 TV broadcasters including Sky (Italy) Movistar TV and DAZN (Spain) Eurosport (Germany and France) Fox Sports (Australia, USA, Asia) to name a few

AUDIENCE ON TV
AND ON THE TRACK

The media exposure enjoyed by the 4 categories of MotoGP is second to none of the sports, both in terms of on-track spectators (about 3 million during a season) and media (5 million viewers in Italy for the Mugello race alone).

The MotoGP calendar spans 4 continents with races in the U.S., Qatar, Europe, Great Britain, Japan, Thailand, Malaysia, Australia and from this year with new entries India and Kazakhstan.

After the difficult covid period, many spectators returned to the circuits so as not to miss the live action: 250,000 at Le Mans, 123,000 at Jerez, 150,000 at Mandalika, 232,000 at Sachsenring, 91,000 at Phillip Island, 163,000 at Sepang, 215,00 at Valencia, and so on.

The total number of viewers between public TV, pay channels and web TV is close to 340 million while the average per race is about 24 million. More than 70 percent of viewers share the experience with family and friends, and about 3 in 4 say they choose brands associated with the sport.

The latter circumstance in particular underscores the importance of enjoying a presence and the associated return on image.

  • 70% Men - 30% Women (TV)
  • 65% of viewers are under 35 years old (Total)
  • 2.8 Million Spectators (Track)
  • 80% Men - 20% Women (Track)

 

WEB AND SOCIAL

Data show that more than 60 percent of MotoGP fans on major social platforms are under 35 years old and many come from other sports. We are talking about more than 13 million profiles on Instagram and over 14 on Facebook. If we add to these all the fans of the various teams, riders, and manufacturers, the numbers can increase significantly.

For example:

Ducati : 5.2 + 3.8 M fans

Honda HRC : 1.2 M fans

Yamaha MotoGP : 1.7 + 2.2 M fans

Yamaha Racing : 2.2 + 6.6 M fans

Yamaha : 3.5 M fans

KTM : 2.9 M fans

KTM Racing : 2.1 + 2.5 M fans

Aprilia: 1 M + 850 K fans

Motorcycle racing pit lane selfie
WSBK autograph session

extra-circuit

Marketing applied to sports-in this case motorsport-involves managing even and especially everything beyond the sticker on the fairing or suit.

All occasions where a brand's brand and products can benefit from association with a driver, team, or manufacturer should be designed and built upon.

For example, being able to have a showbike to display at events and shows so as to bring together curious people and enthusiasts who are often not present on the circuits.

Similarly, the presence of the pilot on specific occasions contributes greatly to focusing attention on a brand or event.

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