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US Sponsorship Opportunities for MotoGP <br />How US firms can grow global sales through <br />motorcycle racing<br />Prep...
Agenda<br />Benefits<br />Analysis of selected sponsors<br />MotoGP vs. competitors<br />Analysis of US racer’s sponsors<b...
Benefits from MotoGP sponsorship<br />Increase brand recognition worldwide, especially in the EU<br />Televised on major n...
Analysis of Selected Sponsors<br />Prepared by Susanna Schick, MBA 2009 as a student project. Not intended for commercial ...
MotoGP and Red Bull<br />Prepared by Susanna Schick, MBA 2009 as a student project. Not intended for commercial use.<br />...
Red Bull: Changing the Game<br />Red Bull treats its motorsports and soccer expenses as part of the whopping $1.2 billion ...
Riders for Health + Johnson & Johnson + MotoGP=<br />Riders for Health: NGO which delivers healthcare to rural Africa <br ...
FedEx- Filling the Need<br />FedEx currently does nothing to leverage their official supplier status. This might be a grea...
MotoGP vs. Competitors<br />Prepared by Susanna Schick, MBA 2009 as a student project. Not intended for commercial use.<br...
MotoGP vs. F1<br />Similarities<br />Cutting edge technology<br />Top racers, top series<br />Not enough passing<br />Visi...
MotoGP vs. NASCAR<br />Jeff Gordon<br />Prepared by Susanna Schick, MBA 2009 as a student project. Not intended for commer...
NASCAR Sponsors<br />Witness the difference-<br />Red Bull (title)	<br />Toyota (car)<br />Sunoco<br />Puma (suit)<br />Sp...
MotoGP vs. WSB<br />MotoGP<br />Cutting edge technology<br />Top WSB riders defect to MotoGP<br />More exciting to attend<...
MotoGP vs. Football<br />While football (aka soccer) has a much broader appeal, there is no global series for sponsors to ...
US Racers, Sponsor Analysis<br />Prepared by Susanna Schick, MBA 2009 as a student project. Not intended for commercial us...
The Fast Boy Next Door<br />16<br />Prepared by Susanna Schick, MBA 2009 as a student project. Not intended for commercial...
Nicky Hayden- The Kentucky Kid<br />Current team sponsor is Marlboro, but rumors say SanDisk may become Ducati team sponso...
The Coolest Dad in Texas<br />Colin Edwards <br />Aka “The Texas Tornado”<br />Much faster this year, even with two childr...
Nicky Wins at Laguna Seca<br />Prepared by Susanna Schick, MBA 2009 as a student project. Not intended for commercial use....
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Ideas on Sponsorship in MotoGP

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As a student at Kenan-Flagler Business School, I engaged in an independent study on sponsorship in MotoGP. In this deck, I discuss potential activation ideas for both current and possible sponsors.

Published in: Sports, Business

Ideas on Sponsorship in MotoGP

  1. 1. US Sponsorship Opportunities for MotoGP <br />How US firms can grow global sales through <br />motorcycle racing<br />Prepared by Susanna Schick, MBA 2009 as a student project. Not intended for commercial use.<br />1<br />
  2. 2. Agenda<br />Benefits<br />Analysis of selected sponsors<br />MotoGP vs. competitors<br />Analysis of US racer’s sponsors<br />Prepared by Susanna Schick, MBA 2009 as a student project. Not intended for commercial use.<br />2<br />
  3. 3. Benefits from MotoGP sponsorship<br />Increase brand recognition worldwide, especially in the EU<br />Televised on major networks in US and worldwide<br />Capture the 18-35 year-old audience: 70% male<br />World-class hospitality in Monterey, CA and Indianapolis<br />Loyal and growing fan base in the US<br />Improve brand perception as a young, adventurous brand<br />Two very amicable World Championship-winning US riders competing for the top spot this year.<br />3<br />Prepared by Susanna Schick, MBA 2009 as a student project. Not intended for commercial use.<br />
  4. 4. Analysis of Selected Sponsors<br />Prepared by Susanna Schick, MBA 2009 as a student project. Not intended for commercial use.<br />4<br />
  5. 5. MotoGP and Red Bull<br />Prepared by Susanna Schick, MBA 2009 as a student project. Not intended for commercial use.<br />5<br />
  6. 6. Red Bull: Changing the Game<br />Red Bull treats its motorsports and soccer expenses as part of the whopping $1.2 billion it will spend on marketing this year1<br />"It's (Red Bull’s image) about endless freedom…”<br />Major sports have become middlemen for TV and its advertisers- 60% of fans surveyed by ESPN think "the commercialization of sports has gone too far.<br />In 2005, Red Bull brought a MotoGP race to Monterey, Calif., the first in the U.S. in more than 10 years, enabling American fans to watch Kentucky native Nicky Hayden, one of the sport's greatest stars, in person. <br />Prepared by Susanna Schick, MBA 2009 as a student project. Not intended for commercial use.<br />6<br />
  7. 7. Riders for Health + Johnson & Johnson + MotoGP=<br />Riders for Health: NGO which delivers healthcare to rural Africa <br />Exceptional activation with MotoGP in place<br />Currently seeking corporate partners<br />Riders clients can also be J&J’s customers helping J&J build their market with BOP consumers<br />Johnson & Johnson: major vendor of medical supplies and CPG’s<br />Customers perceive J&J as a caring brand<br />Partnering with MotoGP and Riders would give J&J global recognition for their (recommended) support of Riders<br />Can leverage & measure MotoGP sponsorship with coupons for strategic products<br />Sell labeled products with proceeds donated to Riders <br />7<br />Prepared by Susanna Schick, MBA 2009 as a student project. Not intended for commercial use.<br />
  8. 8. FedEx- Filling the Need<br />FedEx currently does nothing to leverage their official supplier status. This might be a great opportunity to show how they have picked up the business DHL US has lost, and increase their EU presence.<br />For US advertisements, they could show a fashion designer waiting for clothes via DHL, and sending half naked models down the runway*, while a MotoGP race team uses FedEx, gets the critical new body panels from Japan, and wins the race…<br />Ending with the line: ”Some models work better than others without their clothes.” <br />Prepared by Susanna Schick, MBA 2009 as a student project. Not intended for commercial use.<br />8<br />
  9. 9. MotoGP vs. Competitors<br />Prepared by Susanna Schick, MBA 2009 as a student project. Not intended for commercial use.<br />9<br />
  10. 10. MotoGP vs. F1<br />Similarities<br />Cutting edge technology<br />Top racers, top series<br />Not enough passing<br />Visit many same tracks<br />European-based<br />Differences<br />MotoGP technology trickles down more<br />F1 is more for the older, wealthier crowd<br />Two USGP’s, zero US F1 races now<br />Prepared by Susanna Schick, MBA 2009 as a student project. Not intended for commercial use.<br />10<br />
  11. 11. MotoGP vs. NASCAR<br />Jeff Gordon<br />Prepared by Susanna Schick, MBA 2009 as a student project. Not intended for commercial use.<br />11<br />DuPont (title)<br />Chevrolet (car)<br />National Guard<br />Pepsi<br />Purolater<br />Bosch<br />Goodyear<br />Tyvek<br />Alpinestars (suit)<br />…<br />
  12. 12. NASCAR Sponsors<br />Witness the difference-<br />Red Bull (title) <br />Toyota (car)<br />Sunoco<br />Puma (suit)<br />Sponsors crowd onto the leader, fighting to be noticed<br />But are they really noticed?<br />Scott Speed- last place<br />Prepared by Susanna Schick, MBA 2009 as a student project. Not intended for commercial use.<br />12<br />
  13. 13. MotoGP vs. WSB<br />MotoGP<br />Cutting edge technology<br />Top WSB riders defect to MotoGP<br />More exciting to attend<br />More sponsors<br />World Superbike<br />Based on production<br />No huge stars like Rossi<br />Lower attendance<br />Closer racing- more exciting to watch<br />Prepared by Susanna Schick, MBA 2009 as a student project. Not intended for commercial use.<br />13<br />
  14. 14. MotoGP vs. Football<br />While football (aka soccer) has a much broader appeal, there is no global series for sponsors to engage. It is still a rather fragmented sport, with a handful of teams enjoying global fan base, while the majority are known only locally.<br />The image/spirit of each sport is quite different, so companies would choose MotoGP for a faster, more cutting edge perception and football to convey teamwork and perseverance, for example.<br />Prepared by Susanna Schick, MBA 2009 as a student project. Not intended for commercial use.<br />14<br />
  15. 15. US Racers, Sponsor Analysis<br />Prepared by Susanna Schick, MBA 2009 as a student project. Not intended for commercial use.<br />15<br />
  16. 16. The Fast Boy Next Door<br />16<br />Prepared by Susanna Schick, MBA 2009 as a student project. Not intended for commercial use.<br />
  17. 17. Nicky Hayden- The Kentucky Kid<br />Current team sponsor is Marlboro, but rumors say SanDisk may become Ducati team sponsor*<br />Leverage opportunity for SanDisk: TV spot with Nicky in the garage writing a letter to his mom, sending her a memory stick with all the on-board footage from his last race, as scenes from the race flash by. Shows off the capacity of new memory sticks while positioning SanDisk as the faster, cooler memory provider.<br />Promotion tracking: <br />Distribute coupons at races, continue sales at races, including new branding with Nicky’s popular race number- #69 <br />Entry to win VIP tickets when buying large-capacity products<br />Prepared by Susanna Schick, MBA 2009 as a student project. Not intended for commercial use.<br />17<br />
  18. 18. The Coolest Dad in Texas<br />Colin Edwards <br />Aka “The Texas Tornado”<br />Much faster this year, even with two children at home in Texas. Probably the most approachable, friendly MotoGP racer.<br />Monster Energy has only recently become title sponsor, and will need to find ways to activate, as Colin is quite different from their former GP racer, John Hopkins.<br />Prepared by Susanna Schick, MBA 2009 as a student project. Not intended for commercial use.<br />18<br />
  19. 19. Nicky Wins at Laguna Seca<br />Prepared by Susanna Schick, MBA 2009 as a student project. Not intended for commercial use.<br />19<br />

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