Why Sports Marketing? Interview with the Managing Director of RTR Sports


How did the idea for a sports marketing company appear? And how did you decide to focus on such a specific field?

Sport is one of the most appealing, exciting and transversal forms of interaction not only of our culture, but of every culture in the world. It transcends geographical boundaries, it goes beyond religion, traditions, class and money. Give two young kids a bicycle and they’ll start racing. Now take a businessman from Spain, a street performer from Argentina, a bricklayer from Africa and a student from Sweden: they have nothing in common, but give them a ball and they’ll play some football. The power of these little things cannot be unseen, and I do believe sport is one of the most powerful means of communication in the world, both for companies and individuals. And that’s what we love to do at RTR: we help companies wishing to use sports as a communication tool.

Can you tell us how you would go about creating a promotional campaign for one of your customers?

It all starts with the client’s marketing and commercial goals. We kick it off with several meetings in order to understand the company’s target, vision and objectives. Is it brand awareness, is it positioning, is it B2B? There’s no such things as “packages” here: everything is tailor made and the right questions must be asked to draw the perfect strategy. Then we put together all these data and start putting forward hypothesis: this series, this team, this athlete, these activations. We discuss them with the company and start our journey together.

In your opinion, what are the ingredients for a successful online presence (when it comes to sports)?

One of the main reasons that companies should choose sport is because it’s so powerful, social-media-wise. When you sign a sponsorship deal you basically buy a story to tell: pictures, behind-the-scenes and details of the most-loved athletes and series around the world. So, appealing content is not a problem. 

The best two ingredients for a successful online presence are always the same: passion and resilience. You have the be consistent in what you do and you must have fun while doing it. 

How does a Sports Sponsorship program work?

It’s a rather complex process, so let me try and narrow it down a bit. The most important thing to understand is that sponsorship are beneficial to both parties, so it’s a win-win situation. When a company teams up, say, with an athlete it is because this athlete can be beneficial in their marketing strategy. That’s why setting goals and milestones in the beginning is so important. 

When the deal is signed, the sponsor gets a number of benefits (visibility, communication rights, hospitality opportunities, PR and so on) and the marketing office must come up with some smart activations in order to get the most out of it.

However, if things are taken care of nicely, sponsorship is capable of producing unbelievable returns on investment not only during the program, but also in the years to come.

Please tell us more about your clients and your portfolio. What are your biggest achievements?

We have been lucky enough to work with some of the world’s major companies: from Procter and Gamble to Campari, from Acer to Red Bull. Every client has its own story and good memories and we’re proud of every single deal we signed. However, our best achievements have nothing to do with deals, but with the great relationships we have built with people within the companies and the teams we have been working with. Some weeks ago an old client of ours called our office: we worked together more than 15 years ago and yet he still had good memories of that experience. That’s our goal: producing great, long lasting value.

What type of content and issues do you address on your blog?

We have several types of content, all related to motorsports and sports marketing. They range from sponsorship analysis to marketing tips, but also feature small editorials on riders, drivers or specific races and events. 

Where do you see your company headed in the future?

First of all, we want to be the reference point in the MotoGP sponsorship arena: that’s our core business and our main mission. Simultaneously, we will more and more steer towards a more effective, digital-oriented vision of the sports marketing industry. We are already working with some of Europe’s coolest start-ups and software houses to build cutting-edge technologies to more effectively link sport sponsors and properties. That, in our opinion, is where the true value is for the upcoming years

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