Oakley has been one of the most important partners of MotoGP since 2008. The brand decided to support the MotoGP eSports Championships at the beginning of the 2020 season. In order to increase and to reached a highest level of engagement and media coverage between MotoGP eSports, Oakley and MotoGP we based our collaboration in three main pillars.
From real to virtual: The Jewel in the crown is to be the title sponsorship of a Grand Prix. It is a unique opportunity for exposure and association with MotoGP. At the Mugello circuit we are running the Gran Premio d’Italia Oakley but this year was cancelled due to the Covid19. Nevertheless, we established Mugello as one of the main virtual races. The virtual race was identicaly branded with the Oakley stamp as it is in the reality. Oakley was reaching new generations and targets keeping the association to MotoGP.
Riders or Gamers: Some of the sport’s biggest names (from Valentino Rossi to the likes of Fabio Quartararo and reigning Champion Marc Marquez) were back in action, but this time online playing the official MotoGP™ videogame. Oakley was taking advantage of his sponsored riders moving this rivalry to the digital world.
Product development: Oakley was able to develop a special gaming glass used by the gamers during the MotoGP eSports Championship. It was an effective way to boost the sales of a new product release.
Oakley has had extensive media coverage. The series of virtual races had 52 million video views, of which 12 million were fans watching the events live. In total, there have been more than 31 million minutes of video consumed which, incredibly, is the equivalent of 60 years watching non-stop.
