Joined Aug 2007
11K Posts | 3K+
Pomona NY
My theory, while unprovable without access to data, is that most Rossi fans don't ride motorcycles at all. There's a few here that I believe this holds true.
The Ducati/Phillip Morris sponsorship is being used as a business-to-business platform which is exactly what they have done with their Ferrari F1 sponsorship. Yes there's the subliminal advertising and all of that, but they have stated the use of F1/Ferrari for business-to-business workings makes financial sense to them. The last time they have the Marlboro sponsorship was at Shanghai 2007 and they're still dumping in hundreds of millions. So it's not so much about the cigarettes as it is about access to a platform, and they also have something only one other sponsor (Rolex) has: a vote on the F1 commission to approve items that come out of the F1 Strategy Group.
I reckon it's not merely about selling bikes (understatement) - but along with current day brand awareness - there's that relationship that both riders and fans maintain years after a given racer has retired. Look at all the replica helmets for guys like Freddy Spencer, Schwantz, and relatively forgotten guys like Wes Cooley, helmet designs that are re-licensed each time they are applied to the latest $900.00 carbon fiber update from Arai or AGV. I would say never underestimate the power of nostalgia/brand loyalty. Guys will pay good money for a retro Yamaha T-shirt simply because it reminds him the good old days when he followed Kenny Roberts' career 35 years ago.
I'm almost embassed to say how much I paid for a real Red Bull Casey Stoner cap from Australia.
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