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The Marketing Power of Motorsport
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| Augusto Horiuti, Qualinvest Funds Management Director |
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| Public asking Fulvio several questions during the car display at the Mogi Shopping Center - Mogi das Cruzes, SP, Brazil |
| 04-Nov-2001 19:00 |
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| Fulvio on the pole position for the 8th round of the 2002 Copa DTM Turismo B - Interlagos, SP, Brazil |
| 20-Oct-2002 12:00 |
Motorsport is a great way to do business. The association of winning products and inovative ideas with winning drivers and teams is a proven success formula.
The competitive and highly popular Australian Motorsport is an excelent example. Thousands of people gather at the race tracks to root for their idols, every weekend. And because of this passion, the fans proudly wear shirts and caps with several logos that include software companies, telecommunication companies, banks and cleaning products. This is the entry point of the products into the average household: win on Sunday, sell on Monday.
This intense passion towards the machines also hits the people that follow the sport from home on TV, printed media, and the internet. It is passive publicity to the masses!
An independent study ordered by V8SA shows that 68% of the racing fans are loyal to the brands that their favourite driver carries. It is exactly twice of the fidelity shown by football fans. A professional partnership will bring excelent results to both sponsors and drivers.
In the past, Fulvio Racer Oliveira presented my former company a sports project that emphasized technical knowledge and professionalism. We started the partnership and developed several marketing plans even before the beginning of the championship. During two seasons, we had autograph sessions in busy venues, FAQ sessions, pit lane passes draws to visit the team garage, sports and entretainment shows, press releases sent to TV, newspapers, magazines and internet portals. All this, tied together with good racing results and Fulvio's good character, raised our brand awareness and drew it closer to the fans.
His appearance on the local Brazilian media, years after our first partnership, has proven the efficiency and return brought by motorsport and Racer. As part of the strategy to promote my new endeavour, the Qualinvest Funds Management, we sealed a new partnership with Fulvio Racer and now we only need to wait for the partnership success.
