Breaking The Cycle: The Next Steps
It's easy to moan about there not being enough British riders in MotoGP but that won't change anything. All riders need support (i.e. sponsorship) as well as talent to succeed. The harsh truth is that money talks and MotoGP is phenomenally expensive. Unless a rider proves himself to be of the calibre of Valentino Rossi, sponsors won't be banging down the door to provide funding. For any sponsor to release his money, he will want to know there will be some form of return on his investment. He therefore will want to know what he gets for it. Money is never given for altruistic reasons. A sponsor lives by the publicity it can create so, if a team is successful, the sponsor will (usually) stick with it. If it fails, that sponsor will often go to a more successful rival.
Even the successful teams can't always guarantee keeping a sponsor, who may still walk if racing no longer fits within it's current remit. This occurred in MotoGP when tobacco company Camel ended it's sponsorship of Yamaha in MotoGP in 2006. The same applied in BSB, when both Virgin Media and Stobart haulage left the sport in 2007. Even the huge publicity draws of BSB and MotoGP won't necessarily keep a sponsor on board.
So, what does a MotoGP sponsor get for his dollar? His company name splashed on TV and computer screens around the world, for a start. Especially if the bike in question can make it to the top five places on the track. An association with possibly the most exciting motorsport on the planet also comes with the package, which in itself is a fantastic marketing opportunity. Then there's the burgeoning merchandising market which shows no evidence of slowing down. People will always buy souvenirs connected to their favourite rider or team.
Interestingly, at the start of the his MotoGP season in 2006, future World Champion (but then-rookie) Casey Stoner had an almost blank fairing on his satellite Honda RC211V. Spectators were given graphic evidence of his potential from the start and, by the sixth round at Mugello in Italy, Casey's fairing sported a large logo promoting Italian luggage company Givi.
The UK Media
In order to get further exposure for British riders, it is important for the UK Press to be more involved. This has been one of GP Future's primary aims. Football has an enormous following, further enhanced by the UK media obsession not only with "the beautiful game" but with its highly-prized and highly-paid superstars. We would be very happy to see our particular heroes getting a similar deal. After all, they are taking a far higher risk in providing our entertainment.
Joe Public
It's true that part of football's appeal is it's accessibility. Anyone can kick a ball about and feel part of a team. However, going to a Premiership game these days is not a cheap affair. Fans will pay £50+ for 90 minutes of entertainment at a football match. As a direct comparison, tickets to a British Superbike round cost about £26 for the entire weekend (Friday, Saturday and Sunday), if bought in advance. At worst, they cost £27 if bought at the gate on race day, which gives you access to a full day's racing programme. A MotoGP race day ticket at Donington Park is £49 in 2008, compared to £69 for the Formula 1 round at Silverstone. Again, there is a full timetable of events for the day.
"But we can't go to a MotoGP event every week."
True. Only the most ardent (and deep-pocketed) fans get to follow their teams round the world. For most, MotoGP is a BBC or Sky TV event. Both companies provide excellent coverage; the BBC provides full live coverage of the main MotoGP event on free terrestrial TV, with additional coverage of the other events on it's digital service. Sky provides even more in-depth coverage but relies on people having a dish and the appropriate viewing package.
There is, however, more than MotoGP. For a start there is the British Superbike Championship series; generally accepted as the best and hardest-fought domestic championship in the world, which attracts the world's best riders. It is recognised and supported by well-funded full factory teams from all the major motorcycle manufacturers. Honda, Suzuki, Yamaha, Kawasaki and Ducati all compete for honours each year. There are also numerous independent and satellite teams, plus privateers, all looking for their chance to mix with the bigger teams. Finally, there are hundreds of club meetings in a racing season. A BMCRC meeting, for example costs about £12, which will often provide around 25 races. These races, amateur though they may be, are fought every bit as fiercely as the profesional ones. They are indeed, the starting point of all professional riders.
"So, where's the problem?"
The problem, as we see it, is that there appears to be no formal progression in British motorcycle racing. Academies provide would-be racers with chances to get a ride but, applaudable though they are, they all seem to be going their own way. The national clubs have their own races but for the most part (as far as we know), they do not recognize each other. Clubs are too busy maintaing their own competitions to be able to devote time on joint ventures, for want of a better term. The only official route from club to national to international racing is via the ACU.
GP Future would like to see a proper connection between club racing, BSB, SBK and MotoGP. Some options we would like to consider are:
- Greater Live TV coverage of British and international race series'. Sadly, for 2008, the chances for terrestrial viewers to see all disciplines was greatly reduced when ITV1 lost the BSB franchise. Today, the only way you can see bike racing on terrestrial TV are via the BBC MotoGP transmissions. BSB is covered by Eurosport with Channel 4 showing editted highlights later in the week late at night. Whilst the coverage is comprehensive, it is hardly the best way to promote the sport for the majority. In order to get their season's fix, fans have no choice but to subscribe to satellite television.
- Greater newspaper coverage for motorcycle racing. Not just in the motorcycle press; those publications are already informing the mainstream motorcycle circles. What is needed is for the daily tabloids and broadsheets to give the sport more prominence. It is in this area that GP Future wants to concentrate.
- A major British company willing to sponsor a series in the domestic arena.
- A major British company willing to sponsor a team in a world series.
- A nationally recognised British racing academy, co-sponsored by the governing bodies, UK business and Government.
- A formal league system, allowing riders to progress from club level to BSB.
- A formal step from BSB to WSB and/or MotoGP, recognised by the racing authorities and clubs.