The Challenge
A global leader in sport management and at the time the rightsholder of the FIA World Rallycross Championship, IMG, appointed ROOTS. to help facilitate and support commercial deals and sports partnerships for the championship. This scope of work consisted of working closely with key stakeholders in identifying endemic and non-endemic brands as potential partners that would encompass their brand values, creating compelling connections between brand and partnerships, introducing the sport to brand representatives and agreeing on mutually beneficial relationship structures that would create opportunities and growth for all stakeholders involved.
ROOTS. were asked to find a brand-Championship match within the Official Timing Partnership category, looking specifically for brands active in motorsport or involved with other successful sporting partnerships.
The Solution
ROOTS. reached out to their contacts at REBELLION Timepieces, a name already synonymous with strategic partnerships in the motorsport world. We created and presented an ‘Official Timing Partner’ proposal to the team at REBELLION, this included a suite of marketing, communications and activation rights for an initial two-year period.
Working alongside REBELLION Timepieces’ Senior Vice President and the IMG legal team, we helped to negotiate a mutually beneficial partnership. This relationship was synergistic as at the time both brands were in huge growth stages, focusing on values such as technical innovation and high performance to create a unique activation.
A number of commercial assets were agreed upon to help increase REBELLION’s visibility in World Rallycross both on and off track.
The initial two-year contract contained points to increase on-site presence, which was completed through various methods. To grow brand presence as the ‘Official Timing Partner’ new ideas were thought up, such as a branded countdown clock on display in the paddock, as well as exposure in the official World RX TV show - which at the time was broadcast in over 150 countries worldwide. The features during the live broadcast were presented in the form of race results and lap times “presented by REBELLION Timepieces”. Other on-site activations included an official REBELLION ‘activation area’, sponsored graphics and big screen and programme advertisements where available, in addition to product launch, display and sales activities, and dedicated guest hosting and VIP experiences.
Not only did REBELLION have great on-site activation but they were also given significant presence in RX Live, RX Digital and other social media campaigns, allowing for increased online visibility for the brand and extended reach and engagement opportunities.
Additionally REBELLION Timepieces gained placement opportunities on the podium, with the winner of each race wearing one of their watches during the presentations, whilst a special limited edition watch was created as a prize for the FIA World Rallycross champion and runner-up. Further products were provided for online and social media promotions, increasing engagement across World RX and REBELLION’s platforms.
The Results
On-site activation and sales opportunities
Digital awareness and engagement campaigns
TV Coverage in over 150 countries