Here's the great question that plagues MotoGP: How come Formula One teams - even backmarkers - generate many tens or even a couple of hundred million euros in sponsorship, while the most successful MotoGP team of recent years fielding the current World Champion cannot persuade a title sponsor to stump up between 5 and 10 million? The answer, of course, lies in the way in which the sport is promoted. MotoGP has a very strong appeal to its core audience, but it has struggled to break through into the mainstream. Somehow, most of the attempts to appeal to a wider audience have failed, and therefore the ability to bring in outside sponsorship has also struggled.
So Wednesday's publicity stunt by the factory Yamaha team must surely be applauded. Jorge Lorenzo, his pit crew and a few spare marshalls turned up, flash mob-style, to stage an entertaining little tableau which saw Lorenzo launch his Yamaha YZR-M1 MotoGP bike past one of the iconic buildings of the Barcelona skyline, Antoni Gaudi's Temple Expiatori De La Sagrada Familia, staging the start of a MotoGP race in front of a crowd of mystified but fascinated tourists.
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