Top Reasons Why Motorcycling Sponsorship Boosts Your ROI

June 16, 2025

The world of sports is a catalyst for emotions, a universal vehicle for impactful messages, capable of connecting people and companies in a direct and engaging relationship.
Among sports, motorcycling has always evoked a unique attraction with its mix of speed, skill, technology, and adrenaline. 
But what are the advantages, for a company, of a sponsorship in this sport?
Let’s find out together.

Enhance Visibility and Brand Identity

Sponsoring a team or an event in motorcycling means bringing your brand to the attention of millions of viewers worldwide. 

Take Red Bull, for instance, a brand intrinsically linked to extreme and motor sports. 

Through sponsoring the Red Bull KTM Factory Racing team in the MotoGP championship, the company has consolidated its image as a brand linked to energy, adrenaline, and bravery.

Improve Market Positioning through Motorcycling Sponsorship

Sport sponsorship can also be a great tool for improving a company’s market positioning. 

An enlightening example of this is Tissot, a Swiss watchmaking company. 

As the official timekeeper of MotoGP, Tissot has enhanced its positioning as a brand synonymous with precision and reliability, essential characteristics in the world of motorcycle racing.

Create Networking and Business Opportunities

Sports sponsorships, particularly in motorcycling, offer companies an excellent networking opportunity. 

During events, companies can meet potential clients, suppliers, or partners, thus creating new business opportunities. 

The case of BMW Motorrad is emblematic: by sponsoring the Safety Car in the MotoGP, the company has been able to develop meaningful relationships with various players in the motorcycling sector.

Increase Customer Engagement

Then, sports sponsorship can serve as a powerful marketing tool to increase customer engagement. 

Monster Energy, for instance, leverages its sponsorship in motorcycling to engage fans through special events, personalized merchandise, and social media activities, establishing a strong emotional bond between consumers and the company.

The Excellence of the Sponsorship Approach

To fully understand the potential of sponsorship in motorcycling, we can examine concrete success cases. 

The first that comes to mind is the link between Dorna, organizer of MotoGP, and Repsol, a Spanish multinational. 

Repsol has sponsored Honda in MotoGP for over 25 years, becoming a reference in the world of motorcycling. This long partnership has increased the visibility of the Repsol brand and strengthened its reputation as a leader in technological innovation, thanks to the numerous world titles won together.

Another glaring example is Ducati, a famous Italian motorcycle manufacturer. 

Ducati has exploited participation in MotoGP to promote its brand and products. 

Through sponsorship, Ducati has demonstrated the technological superiority of its motorcycles, as well as creating a deep connection with fans, thus contributing to the growth of global sales.

Investment Through Sponsorship in a Shared Passion

Companies can derive numerous benefits from sports sponsorship in motorcycling. 

Not only does it provide global visibility, but also networking opportunities, improvement in market positioning, and strong customer engagement. 

The key to all this is passion: the same passion that animates the riders, the teams, and the fans can also animate the growth of a company. 

If you’d like a free consultation to discover what kind of sponsorship might suit you, contact us. We’re waiting for you!