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“Just to provide a benchmark: In the five<br />
years Infront was a partner to WorldSBK it<br />
contributed significantly to the successful<br />
international development of the series and<br />
proved its capabilities in adding value. Key<br />
achievements included: Streamlined positioning<br />
of the series including implementation of<br />
major re-branding project, significant increase<br />
of broadcast coverage (+80% cumulative live<br />
/ re-live audience; +58% live coverage; +40%<br />
number of broadcast partners), improvements<br />
of media production, e.g. implementation<br />
of HDTV standard, on-board cameras and<br />
new onscreen graphics, implementation of a<br />
online and social media strategy, increased<br />
geographical spread and international appeal<br />
(new races in Russia, India, Indonesia; return<br />
to Laguna Seca and Jerez de la Frontera)<br />
and added major international brands to the<br />
sponsorship rooster, including Eni as new title<br />
sponsor and Tissot as timing sponsor.”<br />
“Those examples are just of illustrative nature<br />
and of course this doesn’t mean we will be<br />
able replicate all achievements for MXGP,” he<br />
adds.<br />
David Luongo: “I am sure this collaboration<br />
will bring new ideas but for the moment the<br />
line is the continuity of our work and to finetune<br />
the championships. It is a ‘new gate’ that<br />
opens for our sport and we are super, superexcited<br />
and happy about this new challenge.<br />
For sure it is not the end of my family in our<br />
favourite sport but it is the opening of a new<br />
chapter.”<br />
With Monster Energy again the dominant<br />
brand in MXGP and now Infront an active<br />
partner the championship has enjoyed a flurry<br />
of positive business activity, and it will be interesting<br />
to see how any immediate and midterms<br />
results of these negotiations will flow<br />
down into the state and infrastructure of the<br />
paddock and spectacle.<br />
In a difficult decade for the motorcycle industry<br />
an accepted wisdom has been ‘the more<br />
dynamic and reactionary and speculative the<br />
brand, the more maximisation of their potential<br />
and capability to hit the waves’. During<br />
that time MXGP has been chiselled here-andthere<br />
and the open surge into social media<br />
distribution has produced impressive gains<br />
but it is time to try ‘twisting’ instead of ‘sticking’<br />
and it seems there is now the means to<br />
do that.<br />
MXGP & THE FUTURE
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