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Nicolo Bulega WSSP Ducati Aruba

How much does it cost to become a sponsor?


It is certainly the most immediate question and the one around which the decision of whether or not to pursue a path in motorsport very often revolves.

We are here to give you a more complete overview of the varied opportunities in this world and to dispel some beliefs. To simplify the discussion further, let us consider three examples related to as many spending ranges.

10K - 50K

We are faced with the threshold of entry. With this type of outlay, we need to think about a limited engagement in specific situations that can ensure a good return in a well-studied setting. For example, a dedicated presence at a limited number of events in a particular area or at race weekend on the "home" circuit. By doing so, it is possible to have good visibility to be conveyed through the vai channels made available and to coincide the initiative with significant moments in the life of the company. In a logic of targeted involvement, there are options that do not involve external visibility but rather a presence in hospitality or supply opportunities for events or situations related to the racing scene. This avenue is very useful for those who want to expand their market through the creation of specific opportunities.

Rudy Project
Fizeta sponsorship on Fantic Racing Moto2

50K - 250K

By increasing the quota made available to the initiative, one can extend one's brand presence on an annual scale. The sizing on fairings, suits, clothing, and pit and truck surfaces is small, but the number of sessions and races can ensure considerable exposure time. If one would prefer to concentrate the investment in a different formula, one can opt for an alternative solution to the seasonal one: for example, a main sponsorship or a much more visible presence for a single race or for all the events present in a given country.

250K - +1M

By choosing larger investments, one can obviously enjoy higher image returns. With figures in the hundreds of thousands of euros, one's brand will appear in greater proportions even in the top classes. Pure brand awareness can be complemented by initiatives that involve drivers, such as being able to make use of their presence on certain occasions. The same goes for bikes that can be used as show bikes in events and celebrations. Riders can become testimonials for brands and services and appear in multichannel advertising campaigns. The highest levels are obviously those of title sponsorship and main sponsorship: in this case, of course, the activity of a team will be inextricably linked to that of the brand, maximizing its popularity. Such investments can easily reach figures in the range of 10 million euros for a multi-year agreement. However, there are strategies that can reduce such burdens such as splitting the effort with other companies by alternating the presence on vehicles or sponsoring only one of the vehicles. Think for example of what has been successfully carried out for years by Lucio Cecchinello's LCR team or Luca Boscoscuro with Speed Up.

Toprak Razgatlıoğlu

In addition to these "bands" there are a number of different paths that can fulfill the most complex or singular needs.

If you do not want to tie brand output to the results or dynamics of a team or driver, you can invest directly in circuits or specific areas within them.

In fact, each stage is distinguished by a title sponsorship that connotes it in the calendar. All areas close to the track and trackside billboards are high visibility spaces since they are strategically placed so as to ensure maximum exposure in every shot. The same goes for highlights such as specific rounds or results (fastest lap, pole position, driver of the day, etc.).

How is the value of a sponsorship calculated?

The evaluation of a sponsorship is a key parameter when establishing new business relationships between brands. Measuring its possible effect is complex because it must take into account a large number of factors. Many of them, moreover, are not easy to read, so it is vital to develop a strategy to highlight all the pluses of this type of initiative.
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Why turn to an agency

This roundup basically allows you to convey one concept: that every spending capacity can correspond to a functional opportunity for your business. And that the effectiveness of an investment is directly proportional to being able to measure its results and coordinate its dynamics.

The opportunities offered by the world of sponsorship are many and varied, and this is where our team of specialists can suggest customized solutions and ad hoc strategies.

Our agency considers various key factors of the company, such as geolocation, target territory, products offered, target markets, and plans for the future. We also analyze the company's policies on sustainability, gender equality, etc. With this detailed analysis, we can identify the most suitable solutions for the company's specific needs and propose a range of teams, pilots or leagues to consider together.

In this way, the company can benefit not only from the broad visibility offered by motor sports, but also from a sponsorship strategy tailored to its specific needs, which maximizes its return on investment.

Fabio Barchitta with Luigi Dall'Igna and Michele Pirro

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