Title sponsorship is big business and Rizla have now backed Crescent Suzuki for six years. They started out in BSB but took up the opportunity to run as title sponsor for the
MotoGP team as well. Alison
Williams, brand manager for Rizla, said, "We tested the waters with an association with
Red Bull Ducati a number of years ago. We then were introduced to Crescent and we went with them as title sponsor with the race team which became Rizla Suzuki."
The Rizla brand sits well with the bike market and fan base as Williams went onto explain, "It is a very targeted market for us as 25 percent of people who roll their own cigarettes have an interest in the sport. Also, we are an accessible product at 25p for a packet and Suzuki is accessible as the public can buy a road replica bike." They did consider four-wheeled sponsorship but BSB meets the brand values much better as it is exciting, accessible and irreverent.
A lot of money goes into title sponsorship but Williams says, "Sponsorship is about a quarter to a third of our budget but we are in it for the long term so it ultimately lowers costs. We aim to get a three-to-one return on our investment so it can be justified. There is a lot of media coverage which communicates our brand to a bigger audience." All in all they feel it has been a very worthwhile project.
Rizla Suzuki’s fresh approach has secured their sponsors or, as they like to call them, their partners, for an extended period giving them stability in a very tough environment. It is an attitude that works and is mutually beneficial. All partners left the event in a very positive mood, having met new people and enjoyed the racing.
