As such, the relationship between sponsors and teams needs to be nurtured and managed to maximise benefit for both parties. For a further insight, the Rizla Suzuki BSB team allowed
Crash.net to attend their sponsors' forum to see how they deal with the all-important people that 'power' their team.
A sponsor’s forum sounds like a very heavy business meeting, but in true Rizla Suzuki style it was actually a relaxed and interesting day out at GP Karting in Northampton.
The team have an unusual take on sponsors in that it isn’t simply a case of taking their money, but more about building a relationship with a company and helping them where they can. They can assist on different fronts - from providing bikes to dress-up an event or introducing one sponsor to another which could reap benefits on the business front for all parties involved.
The day started with a presentation from Robert Wicks, Rizla Suzuki's commercial manager, and four of the team's sponsors. It was informative, entertaining and a good opportunity for some of the more recent sponsors to showcase what they are about to the rest of the group.
Once the 'business' aspect of the day was over it was time to hit the track with an endurance kart race. When everyone is dressed in a boiler suit and clutching a crash helmet it breaks down the barriers and allows everyone to chat. An informal "who are you and what do you do?" atmosphere was how the afternoon developed, alongside the race of course!
Blue Chip, Rizla Suzuki’s technology partner, is one of the team’s more recent acquisitions and as managing director Richard Cook admitted, "We don’t know bikes but the key is we are associated with the Suzuki works teams. There is one Suzuki team in BSB and one in
MotoGP so we stand out as those brands are strong."
