Despite economic downturns and Kawasaki’s MotoGP cost-cutting, it seems that the MotoGP world will stay afloat just on Valentino Rossi and Yamaha. A marketing machine in himself, Rossi has just signed a new contract with energy drink Monster, ex-sponsor of John Hopkins.
The Rossi-Monster two year agreement is a sponsorship worth 2.5 million euros, with an extra half a million on the table should Rossi win the next world championship. The Monster-Rossi accessory range is already available, with hat and helmet adorned with the three-scratch “M” logo.
It’s not the first motorcycling sponsorship for Monster, with a Motocross deal between the American company and Team Yamaha’s Rinaldi brothers, including David Philippaerts and Joshua Coppins in MX1.
Rossi, a personality by nature or by marketing selection, you choose, still manages to create a spectacle of himself, whether looked on by motorcycling experts or not. Another case to prove that it’s all about the publicity, not the sport. At least someone is keeping up the business end of the MotoGP in all this economic crisis.