Tuesday, 22 February 2011
Ducati and Diesel: A New Partnership in MotoGP
Monday 10 January 2011 // Toni M.
While other MotoGP teams are searching for any type of sponsor to help support their racing efforts, others or shall we say one factory team has sponsors lining up and knocking on their door, and that’s Ducati. The latest sponsor to tie up a deal with Borgo Panigale is Diesel (very expensive streetwear - a pair of their jeans sells for about € 140 here in Italy). The two ‘Made in Italy’ companies signed a two year sponsorship agreement, that will see Diesel’s Mohican logo on the fairings and leathers of Valentino Rossi and Nicky Hayden, who by a very strange coincidence were both sporting mohawks last year. This isn’t the first time that Renzo Rossi’s (no relation to Valentino) Diesel company has sponsored a racing team. The Diesel logo was on a Ducati superbike back in 1999, when the team won their first Superbike title with Raymond Roche.
Ducati. The two brands, known and loved all over the world, share common roots: creativity and innovation, typical of the "Made in Italy" tradition, distinct factors that have enabled both companies to assert themselves and become true Italian icons all over the world. In the constant pursuit of excellence, the lifestyle brand and the motorcycle manufacturer have earned international reputations over the years, achieving extraordinary objectives while following unconventional paths.
Through this partnership, the 2011 MOTOGP season will find Diesel's logo appearing on the bikes' fairings and tailpieces, and on the sleeves of the race suits and clothing worn by Ducati Marlboro Team's incomparable champions, Valentino Rossi and Nicky Hayden, who are ready to take to the track and compete for the premier-class title.
The agreement was signed by Renzo Rosso, President and Founder of Diesel, and Gabriele del Torchio, President of Ducati Motor Holding S.p.A., for the 2011 and 2012 seasons. The first step will be to feature the unmistakable Diesel mohawk head on the bikes and rider suits, a testimony of the commitment between the two companies. Following this initial phase, the coming months will see these two prestigious brands joining forces in additional projects and initiatives, coordinated on Diesel's side by Stefano Rosso, Renzo's son, who is responsible for the brand's overall strategic alliances. A passion for racing and the Ducati brand are nothing new for Renzo Rosso. The Diesel logo appeared on a desmodromic motorcycle in 1990, when Ducati earned its first World Superbike crown with rider Raymond Roche.
"I've always been a Ducati fan," said Renzo Rosso. "I've been following them during the years and I currently drive a Monster S4R testastretta and a Streetfighter. I am proud of the appreciation that the brand has gained all over the world, both in terms of design and performance. This season in particular is extraordinary, with the arrival of Valentino Rossi the association between our brands is perfectly in line with our "Only the Brave" philosophy!"
"I'm particularly proud of and pleased with this new partnership, which adds up to other significant collaborations we've made heading into this new sporting challenge," said Gabriele del Torchio. "To be joined by a ‘Made in Italy' icon like Diesel, and to have the personal support of a superfan like Renzo Rosso, can only bring additional motivation and credibility to the Ducati Marlboro Team and its great riders."