The Asian Grand Prix – The Winning Formula
The FIM Asia Road Racing Championship is Asia’s premiere motorcycle road racing championship, featuring three exciting race classes -Underbone 125cc, GP125cc, and SuperSports 600cc. The FIM Asia Road Racing Championship is a championship in a class of its own. It is the only motorcycle championship to span the Asian continent, moving from Malaysia, to the Philippines, to China, and Indonesia. It is the only championship to attract the participation from the best riders from the region and some participants from Great Britain, and New Zealand. It is the only championship to run a premiere 4-stroke category, the SuperSports 600cc class; a GP class – the GP125cc; and a rider development class – the Underbone 125cc.
Introduced in 1997, the FIM Asia Road Racing Championship is sanctioned by the Federation Internationale Motocycliste (FIM) as the FIM’s Continental Championship for Asia. Since its inception, the championship’s objectives have always been to groom Asian champions for the international road racing arena. The FIM Asia Road Racing Championship acts as a stepping stone for Asian riders to progress to after their national championships. From this training ground, Asian riders hone their skills by racing on machines that are similar in power and class to those used in the FIM world events before they make their debut in international racing.
The FIM Asian Crown in the SuperSports 600cc, GP125cc, and Underbone 125cc are the most hotly contested titles in Asian road racing. Each round of the Asian Grand Prix is packed with high-powered excitement and the thrills and spills of motorcycle road racing.
A Matter of Marketing
Marketing the Asian GP, or any other sport for that matter, is similar to marketing any other successful product. Like all successful brands, the Asian GP has its core fan base which is predominantly male (77%), relatively young (approx. 16 to 35 years of age), identifies with the thrills and spills of motor racing, and always on the lookout for ways to associate themselves with the sport of motor racing. More than anything else, they want something that they can relate to, and a hero they can look up to. It is from this base that brand association and brand loyalty is built.
Motorcycle racing enjoys a high level of popularity among Asian consumers. The races are conducted using homologated motorcycles available at all motorcycle showrooms and this allows spectators to relate to the races because they are watching motorcycles that they use every day. Ticket prices for motorcycle racing events are also more affordable and the action-packed programme delivers good value for money.
Platform for Growth
Motorsports marketing is a highly effective and tightly targeted marketing platform that is unique in its glamour and prestige. Few sports can generate such emotion and excitement which is the reason why motorsports is growing in popularity each season.
If it wins, it must be good – the race track is the ultimate test of endurance and reliability of any product. No other environment can provide such extremes in performance conditions and race conditions can push performance beyond every day limits. Which is why motorcycle manufacturers will be the first to acknowledge that a single win on the race tracks can push more sales than conventional advertising methods. The old adage still holds true to this day… if it wins, it must be good.
Move your product branding to the highest read segment – statistics have shown that the highest read segment in all newspapers is the sports pages. Motorsports marketing is the best opportunity to highlight the brand name and its associations in the most widely read segment of every newspaper.
Credible spokespersons – the teams and riders in the Asian GP are the best in Asia. These professionals are often known as the experts in their field and as such, makes credible spokespersons that the consumers can easily relate to.
One sponsorship, one continent – no other motor racing championship in Asia offers branding and publicity opportunities in so many Asian countries. Press reports about the progress of the championship is continually carried throughout the season in Malaysia, Thailand, Singapore, Hong Kong, China, and Australia. As such, sponsorship benefits is not limited to just one round in each host country but is continuously highlighted as the championship progresses to its grand finale.
Cultivating brand loyalty – motorsports is the perfect platform for merchandising activities. From T-shirts to key chains, from bags to watches, from caps to autographed posters, merchandising is a highly effective method for consumers to display their brand preference and loyalty.
Be a part of our winning formula. Marketing opportunities available include Title Sponsor, Co-sponsor, Series Sponsor, Round Sponsor, and Team Branding.
Two Wheels Motor Racing (TWMR) is the race promoters for the FIM Asia Road Racing Championship. A wholly owned subsidiary of Safe Aim Mutual Sdn Bhd, TWMR has been promoting the Asian Grand Prix since 1996.
Two Wheels Motor Racing is also an agent for motorsports-related insurance policies, including motorsports insurance for events, equipment, racers, and team personnel. To contact us, call 03-8733 8787 or fax 03-8733 1122.