This article came across my desktop the other day, and it prompted me to question the announcement. The article mentions that French lubricant manufacturer Ipone has renewed their association with MXGP for the immediate future. Complete release here (Ipone & MXGP Strengthen Their Relationship)
While it increases visibility for the brand across the world, I wonder if it’s the right move. Would they be better sponsoring individual riders and teams that will use the product showing the performance advantages or is the decision to go for increased visibility? I guess it depends on the strategy behind the marketing. It’s the same in the US series. Amsoil is the official lubricant of supercross with only one professional team (Geico Honda), and the outdoor series is title sponsored by Lucas Oil without a major team or racer competing.
So do you buy products from series sponsors because of they support the series or do you choose your products based on the riders who use them?
I’m curious to hear your opinion.
As always the ideas expressed above are my own, and I make no claims to the success or failure of implementing them. They are suggestions to make you think. Please vet all ideas against your business plan before implementing them.
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