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Sponsoring and Supporting
MotoGP
Why you want to take part in a
great sports event
Dorna Sports
• Promoters of the MotoGP World
Championship (since 1992)
• Established in 1988 as an international
Sports Management and marketing Co.
• Headquarters in Madrid
• Offices in Barcelona, London and Tokyo
• Bridgepoint Capital is main shareholder
Presented by: Hans Jørgen Pedersen (email: [email protected]) 2
Core Values
Innovation
Youth
Dynamism
Excitement
Technology
Passion
Presented by: Hans Jørgen Pedersen (email: [email protected]) 3
Global Commercial Platform
• MotoGP delivers a global commercial
platform
• Dorna produces and distributes the
international TV feed for all 18 races
• Broadcast on TV in 207 countries
• TV audience: 300 million per race (avg.)
• Attracting over 2 million circuit spectators
Presented by: Hans Jørgen Pedersen (email: [email protected]) 4
A Clear and Simple Strategy
• Continue to work with the local
promoters (the race circuits) and TV to
improve audience figures further
Presented by: Hans Jørgen Pedersen (email: [email protected]) 5
Key stats:TV audience 300 million (average per round)
Total attendance 2.3 million
Highest attendance Europe: 245,039 (Brno, Czech Republic
Highest attendance Non-Europe: 143,020 (Laguna Seca, CA, US)
TV Rights Strategy
• Priority to get as much free-to-air
coverage as possible
• Extending exposure and fan base
• Turn down deals with pay-TV operators
even though they are offering more
money
Presented by: Hans Jørgen Pedersen (email: [email protected]) 6
TV Rights Strategy
• Broadcasters are not restricted to
signing a traditional 3-yr rights deal
• New partners can get a 1-yr deal or
acquire a particular package of races
• Rights can be split between several TV
partners in one country if appropriate
Presented by: Hans Jørgen Pedersen (email: [email protected]) 7
Enhancing the TV product
• Long-term relationships with broad-
casters allows for continuity and creates
value-for-money
• Creation of national heroes
• Focus on the riders, not the races
Presented by: Hans Jørgen Pedersen (email: [email protected]) 8
Enhancing New Media
• www.motogp.com offers
– live coverage of all races
– exclusive audio-visual content online
• Partnership with YouTube
– The YouTube MotoGP Channel features
video highlights and action clips
– Users can rate, recommend to friends, and
post their own video-responses
Presented by: Hans Jørgen Pedersen (email: [email protected]) 9
Race Innovation
• Night race
– Defeat the daytime heat problem in a
desert nation
– European TV primetime
– Visually stunning spectacle
Presented by: Hans Jørgen Pedersen (email: [email protected]) 10
Optimizing attendance
• Laguna Seca attracts highest
attendance in Western US
• Indianapolis Motor Speedway
– North and Eastern US (55% of population
within 6-hour drive)
Presented by: Hans Jørgen Pedersen (email: [email protected]) 11
The 2009 Series will touch down
• Qatar (night
race)
• China
• Japan
• Australia
• California, US
• Malaysia
• Spain
• Indianapolis,
US
• France
• Italy
• Catalunya
• Netherlands
• Germany
• Great Britain
• Czech
Republic
• San Marino
• Portugal
• Valencia
Presented by: Hans Jørgen Pedersen (email: [email protected]) 12
Customers ask for
• Fans wants
– Big Personalities
– Toe-to-Toe rivalries
– Home-grown heroes
• Sponsors wants
– See them wearing their brands and logos
Presented by: Hans Jørgen Pedersen (email: [email protected]) 13
We give them
• New riders are rising
– Stars in their own rights
– Drive the popularity of the sport at their
home countries
• Dorna knows that we cannot afford to sit
back and await the new stars being
born to grace their circuits
• MotoGP Academy is the answer
Presented by: Hans Jørgen Pedersen (email: [email protected]) 14
The Academy
• At the moment, Dorna is focusing on
bringing on drivers in France, Germany,
UK, and US through our Academy
• The Academy is opening up TV-markets
Presented by: Hans Jørgen Pedersen (email: [email protected]) 15
The 2009 Grid
• 2 Australians
• 2 Americans
• 1 Japanese
• 4 Spaniards
• 5 Italians
• 1 French
• 1 Sanmarinese
• 1 Finn
• 1 Brit
• 1 Japanese
Presented by: Hans Jørgen Pedersen (email: [email protected]) 16
The 2008 Grid
• Also riders from
– Austria
– Czech Republic
– Germany
– Hungary
– the Netherlands
– Romania
– Switzerland
– Thailand
Presented by: Hans Jørgen Pedersen (email: [email protected]) 17
Dorna’s Sponsorship Philosophy
• Sharing common values with sponsors
• Cooperation with racing teams on
sponsorship matters
• Don’t stand in the way of sponsors’
attempts to develop their commercial
opportunities
Presented by: Hans Jørgen Pedersen (email: [email protected]) 18
”We’re in the same boat, rowing in the same direction”
Sponsorship Policy
• Maintain the valuable sponsorship
arrangements with alcohol, tobacco and
gaming sponsorship partners
• Abide by the advertising rules in each
territory
• B-win and Cinzano are Title Sponsors,
Freixenet is Official Cava, and Marlboro
is team sponsor with Ducati
Presented by: Hans Jørgen Pedersen (email: [email protected]) 19
Young and affluent audience
• MotoGP’s audience demographic is
suited to young, mid-price range, mass-
market products
• Typical race-goer: affluent and prepared
to spend thousands of Euros to make a
holiday out of a race-weekend
Presented by: Hans Jørgen Pedersen (email: [email protected]) 20
Global audience
• Tissot recorded 45 different nationalities
of participant in one of their onsite
promotions
Presented by: Hans Jørgen Pedersen (email: [email protected]) 21
Local anchoring
• Tissot retailers local to the race circuits
compete to operate the onsite event on
race weekend
• Tissot provide them with a turnkey
package in the shape of a truck
containing the shop and all promotional
material
Presented by: Hans Jørgen Pedersen (email: [email protected]) 22
Three Main Levels of
Sponsorship
• Title sponsorship (€1.5M per race)
• Official sponsor (€3-3.5M per season)
• Official supplier (€0.5M per season)
Presented by: Hans Jørgen Pedersen (email: [email protected]) 23
The Jewel in the Crown
• Title Sponsorship of a Grand Prix is the
jewel in MotoGP sponsorship package
• 2007: All 18 races had a title sponsor
• 2008: All 18 races had a title sponsor
Presented by: Hans Jørgen Pedersen (email: [email protected]) 24
Title Sponsors
25
Other roads to access MotoGP
• Trackside banners
• Promotional activities at the race
• Exploitation of the MotoGP brand
• Licensing
• Team sponsorship
Presented by: Hans Jørgen Pedersen (email: [email protected]) 28
Long-term relationships
• Sponsorship deals are 3-yr minimum
duration
• Focus on long-term relationships
– BMW since 1997
– Tissot and Freixenet since 1992
Presented by: Hans Jørgen Pedersen (email: [email protected]) 29
New Brands on-board
• Brands coming on-board in 2008:
– Young
– Growing
– Aggressive
• Their values geared to match MotoGP
– Youthful
– Dynamic
– Innovative
Presented by: Hans Jørgen Pedersen (email: [email protected]) 30
Sponsorship Seminar
• 2007 in Barcelona
– Unifying criteria to define teams
commercial opportunities
– Dorna share marketing information with the
teams
– Impact: Two new official team sponsors for
teams, who had none before
Presented by: Hans Jørgen Pedersen (email: [email protected]) 31
2008 Innovation
• Ability to offer sponsors and their guests
exclusive access to the teams’ paddock
area during grand prix race weekends
Presented by: Hans Jørgen Pedersen (email: [email protected]) 32
Evolving Opportunities
• Tissot decided to exploit the demand for
“souvenirs” by making MotoGP branded
watches for sale to fans
• Launched in 2003, the sales has
increased ever since
• Three price categories, engraved with
year’s circuit names and layouts
Presented by: Hans Jørgen Pedersen (email: [email protected]) 33
Thank you
“See you at the race track”
Presented by: Hans Jørgen Pedersen (email: [email protected]) 34
