Rossi and Ducati – Endorsement Deals Don’t Get Much Better Than This

Everyone has an opinion about who are the most passionate sports fans.You might think the answer lies somewhere in America - perhaps a college football or basketball team, but Italian motorsport fans have to rank pretty highly on the list.

Of course there are the 'Tifozi'; the infamous Ferrari fans, but even more fanatical are italian motorcycle fans.

For the last few years, Valentino Rossi has given those fans a lot to cheer about. Riding for the Japanese manufacturer Yamaha, 'the doctor' has spawned an army of followers, not just in Italy but around the world. But you aint seen nothing yet.

Imagine if Michael Schumacher had been Italian. Imagine the passion stirred by having an Italian multiple world champion driving for an iconic Italian brand like Ferrari. You have to go back to the days of Tazio Nuvolari and Alberto Ascari in the 30’s and 50’s to get an idea how motorsport stars became National celebrities. Now multiply that intensity by a factor of about 10 and you start to approach the fan madness that is about to be unleashed by Valentino Rossi joining Ducati.

This is what Rossi had to say about his championship winning Japanese Yamaha.

"Many things have changed since that far-off time in 2004, but especially 'she', my M1, has changed. At that time she was a poor middle-grid position MotoGP bike, derided by most of the riders and the MotoGP workers. Now, after having helped her to grow and improve, you can see her smiling in her garage, courted and admired, treated as the 'top of the class'.

...Unfortunately even the most beautiful love stories finish, but they leave a lot of wonderful memories, like when my M1 and I kissed for the first time on the grass at Welkom, when she looked straight in my eyes and told me 'I love you!'"

If he gets that emotional about a Yamaha, imagine the marketing gold about to be produced in relationship to Ducati. Ducati are themselves an iconic brand - oozing style, café culture and engineering beauty with the pulse of racing beating at the heart of the business... this matched with a 'living legend' is almost too much! A living legend may sound emotive; even a little dramatic but the 'Rossi factor' has contributed hugely to the rise in popularity of MotoGP to a wider audience whereas a decade ago the stars of motorcycle racing where only known to the motorcycle community; now Rossi and the sport of MotoGP is a household name across the globe. The history books record his many achievements, many firsts, record breaking in wins and Championships… he has a sublime talent; gifted on track and a charismatic personality that the fans are drawn to like a moth to a flame.

Motorcycle racing is not just about gate receipts and televison rights but the ultimate in brand participation. This is brand engagement taken to the extreme… the relationship between rider and machine is intimate and instinctive.

Bike riders don't just buy into the machine. Each motorcycle brand has its own unique specific culture - think about Harley Davidson - it's not a mode of transport but a lifestyle statement, an attitude. Motocross riders refer to their sport with phrases like - “this isn’t a hobby – it’s a lifestyle”.

Along with the branded bike modifications and upgrades, there is clothing and other must have accessories. As a result,
bike fans are incredibly loyal and tempting them from one manufacturer to another requires more than an end of season special or a groovy Facebook promo.

Valentino Rossi is one athlete who can change the buying behaviour of thousands by changing his weapon of choice.

Forget traditional media ROI Sponsorship deals like this can be measured in terms of share price. Sports marketing opportunities like this are only dreamt of or used in ‘hypothetical scenarios'. The number 46, the ‘sun and moon’ helmet, his ability to ‘dial into’ a new bike and potentially bring the title home to Bologna brings this epic career to another level.

And just when people were beginning to question if ‘Vale’ had done all he could do – it appears The Doctor is still very much in business!

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