Influencer Marketing

BONUS: So You Want to Be a Motorcycle Brand Ambassador?

2025-10.2 | So You Want to Be a Motorcycle Brand Ambassador?

So You Want to Be a Motorcycle Brand Ambassador?

An honest guide for motorcycle content creators who want to land brand deals.

You’re putting in the effort. Your audience is starting to grow, you’re posting regularly, and your content is getting likes. But when it comes to landing brand deals, things just aren’t happening. Maybe you’ve reached out to companies and heard nothing back. Maybe you’re waiting for a message that never comes. You’re not alone.

The truth is, the space is crowded — and while there’s no magic formula for getting noticed, there are patterns we’ve seen again and again. Patterns that show up in the creators who consistently get brand deals… and the ones who don’t.

That’s what this guide is for. A straight-talking, practical look at what actually matters when it comes to working with motorcycle brands — and how to position yourself in a way that gets you closer to that first (or next) collaboration.

Now, who are we to be giving this advice? We’re Motorcycle Marketing, a marketing agency that specialises in the motorcycle industry. We support our clients with a wide range of services — from copywriting and social media strategy to brand campaigns and influencer collaborations. We’ve worked with brands like Yamaha Motor Europe, KTM, REV’IT!, Touratech, Peak Design, Dorna, and many more. 

Helping brands find the right content creators is one part of what we do. That said, it’s a part we take seriously. We spend a lot of time reviewing profiles, making selections, and advising our clients on who to work with. And we keep a database of creators we like — because finding good fits is hard. If you follow the advice in this guide, chances are, you’ll get on our radar.

We’re not here to promise quick wins or sell you strategies that work in other industries. We’re here to share what actually works in this niche, from the perspective of the people who help make these partnerships happen.

What Motorcycle Brands Are Actually Looking For

Let’s bust the biggest myth first: it’s not about follower count. Not really. Yes, numbers matter to some degree, but brands don’t just want reach — they want influence. They want creators who understand their audience, create engaging, relevant content, tell a story without sounding like a salesperson, and on top of that, are professional, reliable, and easy to work with.

If you have 5,000 loyal followers who trust your recommendations, you’re more valuable to a brand than someone with 50,000 ghost followers and zero interaction. The bottom line is simple: brands invest in creators who make them look good and feel confident about the partnership.

Personal Brand: Who Are You, Really?

This is where most creators struggle — and where the real opportunities begin.

Your personal brand isn’t your logo, your bike, or your follower count. It’s the answer to a much deeper question: what do people think of when they think of you? What story are you telling, and what kind of experience are you inviting people into?

When a brand checks out your profile, they want to know who you are, what you stand for, and what it would feel like to collaborate with you. And that impression is formed within seconds.

If someone scrolls your feed for ten seconds, will they walk away with a sense of your style, your values, and your personality? Or will they just see static bike photos with no context, no face, and no story?

You don’t need to overshare or turn your life into content. But you do need to be recognisable. That probably means showing your face. It might mean writing captions that actually say something. It could mean choosing a colour scheme, tone of voice, or type of content that’s distinctly you.

What Is Personal Branding, Really?

Personal branding is the way you present yourself (in this case, online) in a way that feels consistent, intentional, and memorable. It includes your tone of voice, your visuals, your content themes, and even the way you interact with your audience. It’s the difference between being “someone with a nice bike” and “that rider who always shares great riding tips and funny trail stories.”

Why It Matters So Much

Brands don’t partner with bikes. They partner with people. And people connect with stories, personalities, and values. If your content never reveals anything about you, it becomes hard for a brand to imagine you recommending their product in a way that feels real.

Ambassadors represent a brand. That doesn’t mean you need to be polished or corporate. In fact, we often look for raw, real, and relatable. But you do need to stand for something, and your feed should reflect it.

How to Build a Personal Brand That Attracts Brands

Start by thinking about your niche. Are you a track day regular? A touring couple? A solo female rider? A gearhead who loves building bikes? You don’t need to pick just one thing, but your content should reflect your world in a way that makes sense.

Next, think about tone. Are you funny? Technical? Inspiring? Down-to-earth? Choose a tone that suits you and stick with it. It helps people know what to expect and makes your content more engaging.

Then look at your visuals. Your photos and videos don’t need to be perfect, but they should feel like they belong together. The occasional moody edit next to a bright, colourful meme might make sense in the moment, but if your feed feels chaotic, it’s harder to remember you.

And finally: show your face. No, it’s not mandatory. Yes, it’s possible to grow without it. But if you’re hoping to be someone’s ambassador, people need to know who you are. It’s about trust. It’s about connection. It’s about making your audience (and a potential brand partner) feel like they know you.

If this part feels overwhelming, you’re not alone. But the creators who take the time to define their personal brand are the ones we consistently see grow — and get noticed.

Your Content: Make It Matter

This is the second-biggest mistake we see: creators who only post static shots of their bikes. Or who are just standing next to it. No story, no vibe, no reason for anyone to care.

Every piece of content should say something.

A scraped-up knee slider? That’s a great track day. A dusty helmet and a beat-up pair of boots? You’ve clearly been somewhere cool. A row of tents on a cliff with bikes parked next to them at sunset? Now that makes us want to be there.

Even static shots can tell a story. You just have to think like a rider, not a catalogue. Ask yourself: what story am I telling with this photo? What mood am I creating? What reaction do I want?

And that brings us to one of the most important — and overlooked — skills in content creation: storytelling.

Storytelling doesn’t mean writing a novel in your caption or scripting every frame of your reel. It simply means being intentional about the way you share your moments. Think of your content as an invitation. You’re not just showing what happened — you’re making people want to be there, or feel like they were.

Whether it’s a wild off-road ride, a chill Sunday spin, or a moment of fixing a flat tyre in the rain with your mates, your audience should be able to relate to it, crave it, or both. They should either want to join you, ride with you, or smile and think, “Yep, been there.”

The best storytelling happens when you show your experience, not just the outcome. That could be:

  • A clip of your buddy helping push your bike out of the mud
  • A timelapse of pitching camp at golden hour
  • A close-up of your hands adjusting your setup before a race
  • A voiceover explaining how a recent ride tested your skills or your gear

The point isn’t perfection. The point is connection.

And yes, spontaneity still has a place. Some of the best stories come from unexpected moments — a fail, a funny comment, a surprise change in weather. Don’t script those out. Just train yourself to spot the moments worth sharing. You’ll get better at it the more you ride with content in mind, without letting it take over the ride.

And while we’re at it: mix things up. Reels, POV rides, before/after builds, carousel stories, behind-the-scenes snaps. Give people a reason to follow you, not just your bike.

A Shout Out to the Ones Who Get It

We could easily list a hundred fantastic examples, but these are some of the posts we've really enjoyed recently.

Collab Readiness: Would You Pick You?

You don’t need to look like a polished influencer to be considered for a collaboration — but you do need to make it easy for brands to say yes.

Start with the basics: your profile should be public, and your bio should quickly explain who you are and what kind of content you create. If you include a link in your bio (like a Linktree), it’s fine to add a “Work with me” page — but it’s not essential. What matters more is that you’re easy to reach and your profile looks active and intentional.

One of the most common missed opportunities? Creators who don’t check their inbox. Make it a habit to check your DMs daily, including your message requests and spam folder. We’ve contacted plenty of promising creators who simply never saw the message.

Also take a moment to look at your profile from a brand’s point of view. Is it clean, cohesive, and up to date? Do your highlights reflect the kind of riding you do or the content you create? Is there a consistent tone or vibe?

You don’t need a media kit. You don’t need a pinned post with stats. But you do need to show that you’re professional, approachable, and ready when the right opportunity comes your way.

Don’t Scare Brands Off

We’re all for personality. But there is a line between being edgy and being a liability. Some of the things that make us instantly scroll past? Aggressive or offensive music in reels. Lyrics full of foul language. Inconsistent tone — serious one day, completely unhinged the next. Oversexualised content. Inappropriate jokes.

And here’s a big one: riding irresponsibly. We all love a good wheelie now and then, but if you’re doing it on a busy highway surrounded by traffic, it’s not a good look. Brands won’t want to associate with behaviour that’s illegal, dangerous, or a disturbance to the community. The same goes for riding in flip-flops, shorts, or without any protective gear, especially if you’re hoping to work with a gear brand. Style is great, but safety still matters.

You don’t have to play it safe. But you do have to know your audience — and that includes potential brand partners.

We’re not asking you to censor yourself. We’re asking you to think strategically. If you wouldn’t want your content played out loud at a client meeting, maybe don’t make it the first impression a brand has of you.

How to Approach Brands Without Crashing the Party

Reaching out to brands is not a bad thing — in fact, it can be the start of a great collaboration. But how you do it matters just as much as what you say.

The worst message a brand can receive is: “Hi, do you want to collaborate?” with no context, no introduction, and no real thought. If you’ve ever sent that message, don’t worry, you’re not alone. But it’s time to level up.

If you want to approach a brand, start by doing your homework. Follow them. Engage with their content; you might already get on the brand’s radar. Understand their tone, their products, and their values. When you do reach out, introduce yourself clearly. Mention what kind of content you create, why you genuinely like the brand, and how you think your audience aligns with theirs. Keep it short, but thoughtful.

It’s also okay to follow up once if you don’t hear back, but don’t chase. If a brand doesn’t reply, they’ve seen it and chosen not to respond, for now. Don’t take it personally. Just focus on improving your content and being visible.

And finally: timing matters. Don’t pitch when your content isn’t ready, or when your feed doesn’t reflect the kind of quality a brand would want to see. Lead with value, not requests.

Once You’re In: Be a Good Partner

Landing a collab is just the beginning. How you handle the partnership determines whether it will be a one-off or the start of something longer term.

The best creators we’ve worked with are communicative, reliable, and proactive. They ask questions when they’re unsure. They meet deadlines (or give advance warning if they can’t). They tag brands properly, share links, and send through insights and stats after the content goes live.

They also create content that fits the brief — but still feels like them. And they often go above and beyond: extra stories, behind-the-scenes clips, or useful feedback.

If you want to stand out, treat every collab like a professional partnership, not just a free product drop. That’s how long-term relationships start.

Getting on Our Radar

As we mentioned earlier, we maintain a database of creators we like — for ourselves and for our clients. We can’t always reach out right away, but we’re always watching the space.

If you follow the tips in this guide, stay consistent, and keep showing up, chances are we’ll find you. Want to help that along? Tag us in relevant posts. Drop us a message to say hi — not to pitch, just to connect. Be visible in the right way.

We don’t play favourites, but we do remember the ones who make it easy to say yes.

Final Thoughts

There’s no formula, no guaranteed path, no “post three reels and brands will come running” trick. But there is a way to do this that builds real opportunities.

Start with your personal brand. Focus on content that tells a story. Be easy to find, easy to contact, and easy to work with. Don’t chase trends or numbers, chase connection and consistency.

Most of all: stay real. We’re not looking for perfection. We’re looking for creators who care about what they’re putting out there, both on and off the bike.

Keep on reading...

How to Build a Content Calendar for Your Motorcycle Brand

How to Build a Content Calendar for Your Motorcycle Brand When you think of marketing your motorcycle business, “content calendar” probably doesn’t spark the same excitement as, say, launching a new product or attending a big event. But here’s the truth: behind every consistent, well-performing motorcycle brand is a well-structured plan. And it doesn’t need […]

2026 Content Calendar Guide for Motorcycle Dealerships

2026 Content Calendar Guide for Motorcycle Dealerships Stay consistent. Save time. Get results. Marketing in the motorcycle industry can easily fall to the bottom of the to-do list-especially when you’re juggling sales, customer service, and day-to-day operations. This content calendar is designed to make things easier. Whether you’re a dealership owner handling marketing yourself or […]

BONUS: So You Want to Be a Motorcycle Brand Ambassador?

So You Want to Be a Motorcycle Brand Ambassador? An honest guide for motorcycle content creators who want to land brand deals. You’re putting in the effort. Your audience is starting to grow, you’re posting regularly, and your content is getting likes. But when it comes to landing brand deals, things just aren’t happening. Maybe […]

Marketing Checklist for Launching Your Motorcycle Business

2025-10 | Marketing Checklist for Launching Your Motorcycle Business

Marketing Checklist for Launching Your Motorcycle Business

Starting a new motorcycle business is exciting—but launching without a marketing plan is like riding without a map. Whether you're opening a new gear store, launching a motorcycle tour company, or starting a custom workshop, the success of your motorcycle business launch depends not just on your passion or products, but on how well you communicate them.

This blog is your marketing roadmap: practical, down-to-earth, and tailored for motorcycle entrepreneurs ready to make a strong first impression.

Define Your Brand Early

Before printing flyers or posting on Instagram, get clear on what your business stands for. What makes you different from the shop down the street or the dozen other accounts online? Defining your brand includes your name, logo, tone of voice, and core message—but also your values, audience, and style. Are you premium or budget? Rugged or refined? Fun and cheeky, or technical and serious? Every decision you make from here should align with that identity.

Build Your Digital Foundation

Even if you're not launching with a full website, set up your digital basics early. Secure your domain name and create at least a simple landing page with your contact details and "coming soon" messaging. Set up your business profiles on Google, Facebook, and Instagram. If you're offering local services, this step is especially important for discoverability.

Also, set up a basic email marketing tool like MailerLite or Mailchimp so you can start collecting email addresses from day one.

Create a Content Plan Before Launch

Don't wait until launch day to post your first photo. Start building interest weeks in advance with content that introduces you, your brand story, and your "why."

Document the setup process—from fitting out the workshop to unpacking gear. Tease new arrivals, showcase behind-the-scenes moments, and share countdowns. This creates early momentum and gives your future customers something to connect with.

Build an Audience Ahead of Launch

Create a "coming soon" sign-up page on your site with a small incentive: early access, a discount code, or a giveaway. Use this to start building your email list.

On social media, introduce yourself with short videos or photos and ask your community to follow along. Even if you only post once or twice a week, do it consistently. You’re not just building an audience—you’re laying the foundation of a community.

Collaborate With Others

Reach out to other small businesses, creators, or even local riders for partnerships. Could you team up with a local coffee shop for a launch party? Could an influencer help you get the word out?

Early collaborations expand your reach and add credibility. It’s also a great way to strengthen your brand’s ties to the wider motorcycle community.

Set Up Tracking and Feedback Loops

Even in the early days, data matters. Set up Google Analytics and the Meta Pixel so you can track who’s visiting your website and what they’re doing there. It’ll help you make smarter decisions later.

Also plan how you’ll collect feedback. Ask early customers what they loved and what could be better. Run quick Instagram polls or follow up with a short email survey. These insights are gold.

Plan Your Launch Campaign

Pick a launch date and work backwards. Outline what you want to share each week leading up to the big day. This could include sneak peeks, giveaways, brand story highlights, or behind-the-scenes content.

Create a simple content calendar so you’re not scrambling at the last minute. Use scheduling tools like Meta Business Suite or Later to prepare your posts ahead of time and take pressure off launch week.

Final Thoughts

Launching a motorcycle business is a big move, but your marketing doesn’t have to be overwhelming. Focus on consistency, community, and clarity. Start small but intentional.

And remember: you don’t have to do it alone.

Want help launching your motorcycle brand with confidence? At Motorcycle Marketing, we support businesses of all sizes with strategy, content, and long-term brand growth. Contact us now to get started.

Keep on reading...

How to Build a Content Calendar for Your Motorcycle Brand

How to Build a Content Calendar for Your Motorcycle Brand When you think of marketing your motorcycle business, “content calendar” probably doesn’t spark the same excitement as, say, launching a new product or attending a big event. But here’s the truth: behind every consistent, well-performing motorcycle brand is a well-structured plan. And it doesn’t need […]

2026 Content Calendar Guide for Motorcycle Dealerships

2026 Content Calendar Guide for Motorcycle Dealerships Stay consistent. Save time. Get results. Marketing in the motorcycle industry can easily fall to the bottom of the to-do list-especially when you’re juggling sales, customer service, and day-to-day operations. This content calendar is designed to make things easier. Whether you’re a dealership owner handling marketing yourself or […]

BONUS: So You Want to Be a Motorcycle Brand Ambassador?

So You Want to Be a Motorcycle Brand Ambassador? An honest guide for motorcycle content creators who want to land brand deals. You’re putting in the effort. Your audience is starting to grow, you’re posting regularly, and your content is getting likes. But when it comes to landing brand deals, things just aren’t happening. Maybe […]

How Integrated Campaigns Fuel Real Results in Motorcycle Marketing

2025-06 | How Integrated Campaigns Fuel Real Results in Motorcycle Marketing

How Integrated Campaigns Fuel Real Results in Motorcycle Marketing

In the motorcycle industry, it’s easy to fall into the trap of thinking marketing means just “running a few ads” or “posting on social now and then.” But brands that rely on isolated tactics often end up with scattered results and no real momentum.

That’s because modern motorcycle marketing isn’t about standalone efforts. It’s about creating campaigns that connect the dots across channels, audiences, and buyer stages. In this article, we’re exploring why integrated motorcycle marketing campaigns deliver stronger results than any one tactic on its own, and how you can apply this strategy to your brand.

What Do We Mean by “Integrated”?

An integrated marketing campaign is a coordinated effort across multiple channels—paid, organic, offline, and online—that works toward a shared goal with a consistent message and brand experience. It’s not about doing everything at once; it’s about making sure everything you do is connected and intentional.

That might look like launching a new product with teaser posts, ambassador content, a press release, and a landing page all built around the same story. Or it could mean promoting a tour by combining newsletter storytelling, paid retargeting ads, and being present at events. Even a smaller campaign becomes much stronger when every element supports the same message and goal.

What it’s not: running a discount ad without updating your website, launching a product without informing your ambassadors, or posting about an event long after it happened, without anything tying it to the bigger brand story.

Why Integration Works

In a well-integrated campaign, each touchpoint strengthens the next. But what each channel achieves depends entirely on your strategy and the stage of the customer journey.

A paid ad might be used to build brand awareness among new riders, or it could serve as a gentle retargeting reminder for those who already interacted with your brand. A newsletter might work as long-term nurturing for interested leads or as the final nudge during a product launch. An ambassador post can introduce someone to your brand or add the final layer of trust that leads to a conversion. Even a conversation at an event might either close a sale or plant the seed for a longer-term relationship.

None of these pieces is meaningless on its own, but they become dramatically more effective when they work together. Think of a rider who sees your ad, then recognises the brand again in a friend’s social post, clicks through a helpful newsletter, and finally meets your team at a show. That purchase isn’t the result of one single ad; it’s the outcome of a thoughtful journey.

Each part of the funnel works on its own, but combining them multiplies the effect. It’s not about one thing working better, it’s about everything working together.

What to Watch Out For

Despite good intentions, many brands fall into common traps. They might run ads with no supporting content, or push out ambassador posts but fail to reshare or engage with them. Sometimes they send a newsletter to an audience that hasn’t heard from them in months, or forget to give each channel a clear, shared message. The biggest mistake? Treating each tactic as a separate effort, rather than tying it into a larger campaign strategy.

How to Get Started

Building an integrated campaign doesn’t mean you have to be everywhere at once. It just means being intentional about how your brand shows up and making sure your efforts are working together.

Here’s a simple framework to get started:

  • Clarify your campaign objective. What’s the one thing you want to achieve—awareness, engagement, bookings, or sales?

  • Choose the right platforms. Focus on where your audience is active and where you can show up consistently.

  • Create aligned content. Every piece—whether it’s a post, email, or ad—should reinforce the core message.

  • Set a realistic timeline. Don’t try to do everything at once. Space it out, build momentum.

  • Track results and refine. Look at performance across channels to learn what’s working and where to improve.

Keep the tone, visuals, and call to action aligned across everything. If you’re driving toward bookings, clicks, or trust, make sure that’s reflected in every touchpoint. And as always: measure what you can, adjust as needed, and learn for the next round.

Final Thoughts

In today’s motorcycle market, visibility isn’t enough. Riders need consistency, connection, and credibility. Integrated marketing campaigns don’t just help brands stand out; they help them stay top of mind, build deeper relationships, and turn one-time buyers into long-term fans.

At Motorcycle Marketing, we specialise in creating campaigns that don’t just make noise, they move riders through the journey. From ads and email to events and ambassadors, we know how to connect the dots. Reach out to see how we can help your brand.

Keep on reading...

How to Build a Content Calendar for Your Motorcycle Brand

How to Build a Content Calendar for Your Motorcycle Brand When you think of marketing your motorcycle business, “content calendar” probably doesn’t spark the same excitement as, say, launching a new product or attending a big event. But here’s the truth: behind every consistent, well-performing motorcycle brand is a well-structured plan. And it doesn’t need […]

2026 Content Calendar Guide for Motorcycle Dealerships

2026 Content Calendar Guide for Motorcycle Dealerships Stay consistent. Save time. Get results. Marketing in the motorcycle industry can easily fall to the bottom of the to-do list-especially when you’re juggling sales, customer service, and day-to-day operations. This content calendar is designed to make things easier. Whether you’re a dealership owner handling marketing yourself or […]

BONUS: So You Want to Be a Motorcycle Brand Ambassador?

So You Want to Be a Motorcycle Brand Ambassador? An honest guide for motorcycle content creators who want to land brand deals. You’re putting in the effort. Your audience is starting to grow, you’re posting regularly, and your content is getting likes. But when it comes to landing brand deals, things just aren’t happening. Maybe […]

The Power of Brand Ambassadors: How to Find and Work with the Right Riders

The Power of Brand Ambassadors

The Power of Brand Ambassadors: How to Find and Work with the Right Riders

In the motorcycle world, trust and authenticity matter more than anything. Riders don’t just buy products—they buy into lifestyles, experiences, and communities. That’s why brand ambassadors have become such a powerful force in motorcycle marketing. A well-chosen ambassador doesn’t just promote a brand; they live it, breathe it, and inspire others to do the same.

But how do motorcycle brands find the right ambassadors, and how can they create a program that drives real engagement? This guide breaks it down, step by step.

What Is a Motorcycle Brand Ambassador?

A brand ambassador is a passionate rider who actively represents and promotes a brand, often through social media, events, and word-of-mouth. Unlike (some) influencers, who may do one-off paid promotions, ambassadors form long-term relationships with brands and integrate them naturally into their content.

The best ambassadors don’t just post product photos—they share real riding experiences, help fellow riders, and tell stories that resonate with their audience. Their authenticity makes their recommendations far more powerful than traditional advertising.

The Benefits of a Strong Ambassador Program

A well-structured ambassador program brings multiple advantages for motorcycle brands. Authenticity and trust are key, as riders believe recommendations from fellow bikers more than corporate messaging. Ambassadors create organic reach and engagement, sparking conversations that feel genuine and relatable. Brands also benefit from high-quality user-generated content (UGC)—real-world images, videos, and testimonials that add credibility and can be repurposed for marketing. Compared to traditional advertising, a network of engaged ambassadors is a cost-effective way to maintain long-term brand exposure. Lastly, a strong ambassador program fosters community and loyalty, helping brands stay connected with the riding world in a meaningful way.

How to Find the Right Ambassadors for Your Brand

Not all riders make great ambassadors. The best ones are passionate, influential within their niche, and genuinely align with your brand’s values. Here’s how to find them.

1. Look Within Your Existing Community

Your best ambassadors may already be using your products. Riders who consistently tag your brand in their posts, share high-quality riding content, and actively engage with your brand and fellow bikers are strong candidates. These riders are already natural advocates—turning them into official ambassadors strengthens their connection to your brand and ensures that their enthusiasm continues to grow.

2. Engage with Riders Who Align with Your Brand Identity

Motorcycle culture is diverse, and different brands appeal to different kinds of riders. Adventure-focused brands should seek out riders who explore remote trails, document their journeys, and have a strong connection with the adventure riding community. Custom and café racer brands might look for builders and urban riders who showcase their creativity and mechanical skills. Meanwhile, racing-related brands should connect with track enthusiasts and performance riders who have a deep knowledge of high-performance riding and gear. Instead of focusing on follower count, prioritise riders who have a truly engaged and relevant audience that aligns with your brand.

3. Leverage Social Media & Industry Events

Events like EICMA, ABR Festival, and BMW Motorrad Days are prime opportunities to meet passionate riders in person. Many of the best ambassadors aren’t influencers in the traditional sense—they are respected figures within their riding communities who naturally influence others through their experiences and expertise.

Social media is another key tool for identifying potential ambassadors. Instagram, Facebook groups, and motorcycle forums are filled with riders who share their experiences, help others, and contribute to the motorcycle culture. Engaging with these riders, commenting on their content, and building relationships over time can lead to meaningful partnerships.

4. Prioritise Passion Over Follower Count

A rider with a smaller but highly engaged following can often be more valuable than a high-profile influencer with hundreds of thousands of passive followers. The best ambassadors are those who genuinely connect with their audience, respond to comments, and actively participate in the motorcycle community. They offer genuine insights about gear, share personal riding experiences, and have a strong, trusted voice within their niche. Rather than looking at numbers alone, focus on riders who have an authentic connection with their followers and can speak about your brand in a way that feels natural and credible.

Setting Up a Successful Ambassador Program

Once you’ve identified the right ambassadors, it’s time to create a program that benefits both the brand and the riders. A well-structured approach ensures that ambassadors feel valued while driving real impact for your brand.

1. Define Your Goals & Expectations

Before launching your ambassador program, it’s important to establish clear objectives. Decide what you want your ambassadors to do. Are they expected to share real riding experiences on social media and at events? Should they create user-generated content such as photos, videos, and testimonials? Will they represent your brand at motorcycle industry events or rallies? Perhaps you want them to test new products and provide feedback. Defining these expectations from the outset helps prevent misunderstandings and ensures a mutually beneficial relationship for both parties.

2. Offer Real Value to Ambassadors

A strong ambassador program should provide genuine benefits beyond just free products. Many brands offer early product access, allowing ambassadors to test new gear before it hits the market, giving them a sense of exclusivity and importance. Others invite their ambassadors to special events, such as organized rides, workshops, or factory tours, where they can connect with the brand and fellow riders on a deeper level.

Some programs also include revenue-sharing opportunities, such as affiliate commissions, giving ambassadors a financial incentive to stay engaged long-term. Additionally, when ambassadors contribute their professional skills—such as photography, videography, or in-depth content creation—for specific campaigns and projects, brands should consider offering financial compensation. While many ambassadors are happy to promote brands they love, recognising the value of professional work by paying for high-quality imagery and video content ensures a mutually respectful and professional collaboration.

Many successful brands go beyond standard perks, creating unique experiences that make ambassadors feel truly valued. Whether it’s exclusive adventure trips, behind-the-scenes access to product development, or co-creating content that shapes the brand’s storytelling, these efforts deepen the ambassador’s connection with the brand and encourage long-term advocacy.

3. Encourage Storytelling Over Sales

The most effective ambassadors don’t sell—they share. Rather than focusing on promotional content, successful brands encourage their ambassadors to share real-life riding experiences, travel stories, and product insights. For example, an ambassador might document their cross-country journey, sharing the highs and lows of the adventure while naturally showcasing how your brand’s gear played a role in their trip.

Ambassadors should focus on helping and inspiring fellow riders, whether through travel stories, gear advice, or riding tips. By shifting the emphasis from direct promotion to storytelling, brands can create a stronger emotional bond with their audience, leading to deeper engagement and brand loyalty.

Conclusion: The Long-Term Value of Brand Ambassadors

A great ambassador isn’t just a marketing tool—they’re an extension of the brand. When riders see real people using and loving a brand, they connect with it in a way that no ad campaign can achieve.

Motorcycle brands that invest in authentic ambassadors will see stronger engagement, trust, and customer loyalty. Want to build a brand ambassador program that works? Motorcycle Marketing can help you connect with the right riders. Contact us now to find out how.

Keep on reading...

How to Build a Content Calendar for Your Motorcycle Brand

How to Build a Content Calendar for Your Motorcycle Brand When you think of marketing your motorcycle business, “content calendar” probably doesn’t spark the same excitement as, say, launching a new product or attending a big event. But here’s the truth: behind every consistent, well-performing motorcycle brand is a well-structured plan. And it doesn’t need […]

2026 Content Calendar Guide for Motorcycle Dealerships

2026 Content Calendar Guide for Motorcycle Dealerships Stay consistent. Save time. Get results. Marketing in the motorcycle industry can easily fall to the bottom of the to-do list-especially when you’re juggling sales, customer service, and day-to-day operations. This content calendar is designed to make things easier. Whether you’re a dealership owner handling marketing yourself or […]

BONUS: So You Want to Be a Motorcycle Brand Ambassador?

So You Want to Be a Motorcycle Brand Ambassador? An honest guide for motorcycle content creators who want to land brand deals. You’re putting in the effort. Your audience is starting to grow, you’re posting regularly, and your content is getting likes. But when it comes to landing brand deals, things just aren’t happening. Maybe […]

From Sale to Loyalty: How Motorcycle Brands Keep Riders Engaged

From Sale to Loyalty: How Motorcycle Brands Keep Riders Engaged

From Sale to Loyalty: How Motorcycle Brands Keep Riders Engaged

For many motorcycle brands, the focus is on selling the bike, the gear, or the accessories. But the real challenge—and the real opportunity—lies in what happens next. A one-time buyer may bring short-term revenue, but a loyal customer brings something much more valuable: repeat business, brand advocacy, and word-of-mouth marketing that no advertising budget can match.

In an industry built on passion and lifestyle, customer loyalty isn’t just about keeping people engaged—it’s about making them feel like they belong. The brands that succeed don’t just sell motorcycles; they create communities, experiences, and connections that keep riders coming back. Here’s how to turn customers into lifelong advocates for your brand.

Delivering Exceptional Post-Sale Customer Service

A rider’s experience with your brand doesn’t end when they make a purchase—it’s only just beginning. Outstanding customer service after the sale is one of the most powerful ways to build trust and loyalty.

First, be proactive in your follow-ups. Sending a personalised email or message after a purchase—checking in, offering maintenance tips, or sharing useful content—shows customers that they are more than just a sale. Creating an easy and responsive support system is also essential. Riders should be able to reach you through multiple channels, whether it’s social media, email, or live chat.

Handling issues professionally is another key factor. Every brand will encounter the occasional product issue or customer complaint, but the way these situations are managed can make all the difference. Quick resolutions, transparent communication, and a willingness to go the extra mile turn a potential negative experience into a brand loyalty moment.

Creating a Brand Community Riders Want to Be Part Of

The best motorcycle brands aren’t just companies—they are movements. Riders don’t just want to buy a product; they want to belong to something bigger. That’s why community-building is so important.

Exclusive (online) owner groups, whether on social media, brand apps, or dedicated online platforms, allow customers to connect with each other and with your brand. These groups provide a space for discussion, troubleshooting, and storytelling, strengthening the emotional connection between riders and the brand. Active participation from your team—sharing behind-the-scenes insights, answering questions, or even simply reacting to customer posts—keeps the engagement alive and makes customers feel valued.

Hosting events and meetups is another way to foster community, and few brands do this better than BMW Motorrad with their annual BMW Motorrad Days. This event isn’t about sales—it’s about bringing BMW riders together from all over the world to celebrate their shared passion. The event strengthens the emotional bond between riders and the brand. It gives customers a sense of belonging, showing that BMW is invested in their riding experience long after the purchase.

Even smaller-scale initiatives can have a big impact. Local ride-outs, adventure workshops, or brand-sponsored festivals give riders the chance to connect in person, creating lasting memories and deeper brand loyalty. Mosko Moto’s Dusty Lizard events are a great example of this—gatherings designed not to sell products, but to celebrate the adventure riding lifestyle. By focusing on real connections, storytelling, and the shared passion for motorcycle travel, these events strengthen the brand’s relationship with its community in a way that traditional marketing never could.

Online engagement also plays a key role—branded hashtags, social media challenges, exclusive owner forums, and live Q&A sessions allow brands to maintain strong community ties long after an event has ended.

Making Riders Feel Valued Through Personalised Engagement

People appreciate brands that recognise and appreciate them. That’s why personalisation plays a crucial role in post-sale engagement.

Customer spotlights are an easy and authentic way to showcase your community. Featuring real riders in blogs, newsletters, and social media not only makes them feel valued but also provides relatable content for potential customers. Yamaha Motor Europe does this exceptionally well by highlighting their customers’ stories in interviews on their website. These in-depth features, conducted by Motorcycle Marketing, showcase riders of all backgrounds—from everyday enthusiasts to adventure travellers—giving them a platform to share their passion for motorcycling. By amplifying customer voices in this way, Yamaha not only strengthens its connection with existing riders but also demonstrates to potential customers that they are joining a brand that genuinely values and celebrates its community.

Listening to customer feedback is equally important. Post-sale surveys and feedback loops allow customers to share their thoughts and experiences. The team of ABR Festival recognizes this point. ‘Without our customers, the ABR Festival would just be the Adventurize team sat in a field twiddling our thumbs. That’s why gathering and acting on customer feedback is crucial to the way in which we operate,’ Bryn Davies, Managing Director of the event, tells Motorcycle Marketing. ‘From consistently speaking to our clients in the motorcycle industry to having regular touchpoints with readers of the magazine and festival ticket holders via surveys, social media, or events, we’re always asking questions and thinking about where we can improve our offering.’

But even more important, acting on that feedback—whether by improving a product, tweaking a service, or simply acknowledging their input on social media—shows that the brand genuinely cares about its customers.

That’s exactly what makes ABR Festival a top notch event. ‘Every year we learn something new and that shapes how the event looks and feels the following year,’ Bryn adds. ‘For example, feedback following our 2021 event showed us that wait times at the on-site bars were too long. On the back of this we put a huge amount of time, effort, and resources into making sure the bars were able to serve more efficiently. Now, if you come to the ABR Festival and you want a beer, the queue will be moving faster than it is at your local on a Friday night and we have no grumbles about long queues for drinks.’

Encouraging User-Generated Content & Brand Advocacy

A loyal customer isn’t just someone who keeps buying from you—it’s someone who actively promotes your brand to others. Encouraging riders to share their experiences helps turn customers into advocates.

User-generated content (UGC) campaigns are a great way to engage your audience. Whether through a photo contest, a “best ride” story submission, or a social media challenge, brands can create opportunities for customers to share their experiences.

Referral programmes also work well in the motorcycle industry. Riders trust other riders, so incentivising existing customers to bring in new ones can be a powerful growth strategy. Making it easy for riders to leave reviews, share testimonials, or tag your brand in social media posts increases organic advocacy and strengthens your reputation.

A dedicated customer content hub—whether a section of your website, a feature on social media, or a brand-owned blog—can further amplify the voices of your riders and make them feel like an essential part of your story. Peak Design recently launched their dedicated Peak Design Moto Instagram account to showcase and celebrate riders who use and love their motorcycle phone mounts. By showcasing real riders using their products and engaging with their community directly, Peak Design reinforces its authenticity and strengthens brand loyalty, turning everyday customers into passionate brand advocates.

Offering Long-Term Value with Accessories, Services, and Exclusive Content

One of the most effective ways to keep customers engaged is to ensure they have a reason to keep coming back.

Providing upgrade options, accessories, and service plans gives customers continuous opportunities to interact with your brand. Subscription models—whether for roadside assistance, exclusive content, or members-only discounts—also help maintain an ongoing relationship.

Brands can also add value by creating helpful content. Maintenance guides, riding tips, and tutorial videos can keep customers engaged long after their initial purchase. Some brands take it even further by offering behind-the-scenes access to product development, factory tours, or early sneak peeks of upcoming launches, strengthening the sense of exclusivity and loyalty.

Supporting Industry Events & Partnering with Influencers

Loyalty isn’t just about how brands engage with their customers—it’s also about how they engage with the industry as a whole.

Sponsoring or hosting riding experiences, adventure trips, track days, or training sessions gives customers another touchpoint with the brand. Riders don’t just remember the product—they remember the experiences that came with it. It’s for this reason that REALRIDER® has partnered up with ABR Festival. By doing so, they both show their involvement in the ADV community and increase brand awareness among their target audience. 

Aligning with ambassadors and influencers who genuinely love the brand also strengthens credibility. Riders trust people who share their passion, and when those individuals promote a brand in an authentic way, it holds more weight than traditional advertising.

Partnerships with local dealerships, clubs, and grassroots organisations can also help reinforce community ties. By supporting the wider motorcycle culture, brands show that they are invested in more than just sales—they are invested in the riding community itself.

Turning Customers Into Lifelong Brand Advocates

Customer loyalty isn’t just about repeat purchases—it’s about creating a lasting emotional connection. Brands that go beyond the sale and focus on post-purchase engagement, community-building, personalisation, user advocacy, and long-term value will reap the benefits of a dedicated and enthusiastic customer base.

The motorcycle industry is built on passion. The brands that tap into that passion, support their community, and build relationships that last will not only create loyal customers but lifelong brand advocates.

Want to build stronger customer loyalty? Let’s talk about how Motorcycle Marketing can help your brand create lasting connections with riders.

Keep on reading...

How to Build a Content Calendar for Your Motorcycle Brand

How to Build a Content Calendar for Your Motorcycle Brand When you think of marketing your motorcycle business, “content calendar” probably doesn’t spark the same excitement as, say, launching a new product or attending a big event. But here’s the truth: behind every consistent, well-performing motorcycle brand is a well-structured plan. And it doesn’t need […]

2026 Content Calendar Guide for Motorcycle Dealerships

2026 Content Calendar Guide for Motorcycle Dealerships Stay consistent. Save time. Get results. Marketing in the motorcycle industry can easily fall to the bottom of the to-do list-especially when you’re juggling sales, customer service, and day-to-day operations. This content calendar is designed to make things easier. Whether you’re a dealership owner handling marketing yourself or […]

BONUS: So You Want to Be a Motorcycle Brand Ambassador?

So You Want to Be a Motorcycle Brand Ambassador? An honest guide for motorcycle content creators who want to land brand deals. You’re putting in the effort. Your audience is starting to grow, you’re posting regularly, and your content is getting likes. But when it comes to landing brand deals, things just aren’t happening. Maybe […]

Why Motorcycle Brands Should Shift from Product to Community Focus

Why Motorcycle Brands Should Shift from Product to Community Focus

Why Motorcycle Brands Should Shift from Product to Community Focus

In the motorcycle industry, passion fuels everything. From the roar of the engine to the camaraderie shared at events, it’s a world built on connection. Yet, for many brands, marketing strategies remain too focused on products rather than the people who ride them. In today’s landscape, prioritising community over product isn’t just a trend—it’s a necessity. Here’s why brands need to make the shift and how they can do it effectively.

What It Means to Prioritise Community

Community focus isn’t just about creating a space around your brand—it’s about contributing to and supporting the broader motorcycle community or specific niches within it. Whether your brand caters to adventure riders, café racer enthusiasts, or urban commuters, the goal is to champion the shared passion that unites riders.

This shift requires confidence in your product. By promoting the lifestyle and supporting the community, you naturally become the go-to brand because riders recognise your expertise, authenticity, and commitment. They see your products being used by people they trust and admire—whether online influencers or fellow riders at events—and the choice becomes easy.

The Benefits of a Community-First Approach

  1. Builds Trust and Loyalty

Riders connect more deeply with brands that celebrate their shared passion. This authenticity fosters long-term loyalty.

  1. Positions the Brand as an Industry Leader

By actively contributing to the community, brands establish themselves as integral to the motorcycle world.

  1. Attracts Organic Advocacy

A strong community focus encourages word-of-mouth recommendations and organic content creation from customers.

  1. Enhances Brand Perception

Customers see your brand as part of their world, not just another company trying to sell to them.

The Risks of Ignoring Community

Brands that fail to prioritise community risk becoming disconnected from the riders they aim to serve. Without a strong community presence, brands miss the opportunity to build meaningful relationships that go beyond transactions. This lack of connection can result in a weaker sense of loyalty, as riders are more likely to gravitate towards brands that actively engage and support their shared passions.

Ignoring community also means missing out on organic advocacy, where loyal customers naturally promote your brand through word-of-mouth and user-generated content. Without these authentic connections, it becomes harder to establish trust and credibility in a competitive industry. Ultimately, brands that overlook the importance of community risk being perceived as out of touch, limiting their ability to inspire and resonate with riders.

Success Stories: Brands Doing It Right

Mosko Moto: Fostering Community Through Conversation

At events, Mosko Moto creates a booth experience that goes far beyond product promotion. While their full product range is showcased, the real magic lies in the conversations their team has with visitors. These discussions often revolve around motorcycle travel, motocamping, and adventure riding in general—topics that resonate deeply with their audience. The atmosphere is made even more authentic with customer bikes prominently displayed, often still dusty from recent trips, reflecting the true spirit of adventure.

Beyond events, Mosko Moto actively supports the lifestyle through initiatives like their “Dusty Lizard” gatherings, which focus on the adventure community rather than on selling products. This approach extends online, where loyal Mosko Moto customers frequently answer questions, provide solutions, and share feedback on forums. Even at events, long-time customers often step in to talk to newcomers, sharing their personal experiences with the brand. This organic advocacy strengthens Mosko Moto’s connection to its community, positioning them as a trusted and integral part of the adventure riding world.

REV’IT!: Creating Spaces for Connection

At MaxlRIDE, REV’IT! transformed their booth into a welcoming space designed to inspire and connect riders. With hammocks and beach chairs, visitors could relax while enjoying drinks and snacks provided during talks and presentations. The setup prioritised comfort and community over commercialism, creating a vibe that encouraged people to linger, share stories, and engage with the brand.

REV’IT! ambassadors played a crucial role in fostering this sense of connection. They shared their own travel stories, adventures, and experiences with visitors, creating genuine conversations that went far beyond gear discussions. By exchanging advice and answering questions, they demonstrated that REV’IT! isn’t just a gear company—it’s a brand that truly understands and supports the rider lifestyle.

The setup was a resounding success, leaving both the brand and the audience enthusiastic about the experience. Visitors appreciated the relaxed, community-driven atmosphere, while REV’IT! gained valuable engagement and brand visibility. We can only hope the continue to build on this success and plan to create similar setups at more events throughout the year, further cementing their commitment to fostering connections within the motorcycle community.

Yamaha Motor Europe: Sharing the Stories of Every Rider

Yamaha Motor Europe exemplifies a community-first approach through their focus on celebrating riders of all kinds. From global ambassadors like Itchy Boots and Pol Tarres to everyday enthusiasts, they highlight the diverse stories that make up the Yamaha rider community.

These stories aren’t just found—they’re actively cultivated. Motorcycle Marketing collaborates with Yamaha to identify and interview riders through their network, Yamaha country divisions, and local dealerships. By sharing these narratives, Yamaha Motor Europe creates a sense of inclusivity and belonging within their community, showing that their brand is for every rider, no matter their background or experience level.

How to Shift Your Brand’s Focus to Community

Delivering outstanding customer service is one of the most impactful ways to strengthen your connection with riders. Every interaction is an opportunity to go above and beyond, solving problems and creating positive experiences that build trust and loyalty. Riders remember how they’re treated, and exceptional service can turn a one-time buyer into a lifelong advocate for your brand.

Another key strategy is celebrating your customers. Highlighting their journeys, achievements, and passion for riding through user-generated content (UGC), interviews, and real-life stories adds authenticity to your marketing. By putting your customers in the spotlight, you demonstrate that your brand values and supports the community it serves.

Supporting and creating shared experiences is equally important. Investing in events or gatherings that resonate with your audience helps foster connection and loyalty. Whether sponsoring niche events, hosting workshops, or designing inviting spaces at major shows, focusing on the lifestyle and shared passion for riding leaves a lasting impression that goes beyond product promotion.

Collaborating with ambassadors who genuinely represent the lifestyle your brand embodies is another powerful way to build community. Their authentic voices can showcase your values and create deeper connections with your audience. Ambassadors bring your brand to life through their stories, experiences, and influence.

Finally, engaging in genuine conversations with your audience is crucial. Whether it’s at events, on social media, or through other channels, listening to your community and offering tips, advice, and insights adds value that extends beyond your products. Being approachable and relatable builds trust, fosters engagement, and reinforces your brand’s role in the motorcycle world.

By focusing on these strategies, brands can shift their focus to community and establish themselves as more than just product providers—they become integral parts of the rider lifestyle.

Conclusion: Building a Brand That Stands the Test of Time

The brands that will thrive are those that prioritise connection over conversion. By focusing on community, you’re not just selling a product—you’re creating a lifestyle, inspiring riders, and building trust that lasts.

It’s time to take the first step. Whether it’s creating authentic content, sponsoring an event, or simply engaging in meaningful conversations, shifting your focus to community is the key to long-term success. Contact us for a free consultation call and let's ensure that your brand becomes more than a name—that it becomes part of the ride.

Keep on reading...

How to Build a Content Calendar for Your Motorcycle Brand

How to Build a Content Calendar for Your Motorcycle Brand When you think of marketing your motorcycle business, “content calendar” probably doesn’t spark the same excitement as, say, launching a new product or attending a big event. But here’s the truth: behind every consistent, well-performing motorcycle brand is a well-structured plan. And it doesn’t need […]

2026 Content Calendar Guide for Motorcycle Dealerships

2026 Content Calendar Guide for Motorcycle Dealerships Stay consistent. Save time. Get results. Marketing in the motorcycle industry can easily fall to the bottom of the to-do list-especially when you’re juggling sales, customer service, and day-to-day operations. This content calendar is designed to make things easier. Whether you’re a dealership owner handling marketing yourself or […]

BONUS: So You Want to Be a Motorcycle Brand Ambassador?

So You Want to Be a Motorcycle Brand Ambassador? An honest guide for motorcycle content creators who want to land brand deals. You’re putting in the effort. Your audience is starting to grow, you’re posting regularly, and your content is getting likes. But when it comes to landing brand deals, things just aren’t happening. Maybe […]

New opportunities for brands as female racing takes off

New opportunities for brands as female racing takes off

New opportunities for brands as female racing takes off

The launch of the exciting new Dorna-backed FIM Women's Circuit Racing World Championship (WorldWCR) is an exciting landmark for female riders. In this article we’ll look at what the new series and a growing female presence on the racetrack means from a commercial perspective and how brands can get ahead of the trend. 

The start of the WorldWCR at Misano in mid-June is an exciting new chapter for female participation at the elite level of road racing. It presents an opportunity for the sport, its key stakeholders, riders and associated brands to promote riding motorcycles to women around the world.

24 riders on Yamahas and Pirellis

The championship will see the riders battle on Yamaha R7 bikes equipped with Pirelli tyres alongside the WorldSBK races at six rounds in 2024, including visits to Donington Park, Portimão, Balaton Park, Cremona and Jerez. All the races will be streamed live and for free on YouTube.

The entry list of riders includes competitors from 18 different countries including Australia, China, Colombia, France, Germany, Italy, Japan, Mexico, South Africa, Spain, UK and USA.

It’s a truly international field and the potential for the championship is massive, especially given Dorna’s pending takeover by Liberty Media, the incoming new owners who have made positive noises about how important the WorldWCR could be in their plans for expanding the sport.

WorldWCR part of a wider Dorna plan

This insightful analysis by Octagon on the opportunities for brands following Liberty Media’s acquisition of MotoGP and Dorna does not specifically focus on the WorldWCR, though it is excellent reading for any brand manager considering a partnership in the sport.

Here on the Motorcycle Marketing blog we have also previously covered related topics such as how to ensure maximum sponsorship ROI in racing and the effectiveness of racing as a marketing tool for manufacturers.

Dorna’s official promotion of the new series states, “As a dedicated space for women in professional racing, the WorldWCR breaks stereotypes, increases representation, and inspires the next generation. Celebrating skill and passion, it establishes a new platform where talent takes centre stage and breaks barriers.”

Plenty of sponsorship ‘white space’

Yamaha and Pirelli have already demonstrated their support by becoming involved right from the word go, but the championship does not yet have its own title sponsor. Many of the teams participating are still looking for sponsors, backers and official suppliers themselves and that presents early opportunities for brands looking for exposure.

2018 WorldSSP300 Champion Ana Carrasco - the only woman to have won a title at World Championship level competing against men – is one of the favourites for the WorldWCR trophy in its inaugural season.

She told worldsbk.com, “The Championship is a very positive idea; it’s important that Dorna and the FIM try to help all female riders. We’re not many and it’s important to get that help. For me, to be in this Championship was also important because for the first time ever, everyone is trying to push the female riders. I’m one of the top female riders around the world so I think it’s good for me to try and be in the Championship in this first year.”

Carrasco is already a star in her own right, a role model to younger female riders across the globe and a Monster athlete. She has partnerships with the likes of Alpinestars, Arai and several more small brands from Spain and Italy, yet is perhaps still undervalued commercially by the larger companies – especially with such a good chance of winning the first ever WorldWCR.

The likely challengers in the first season

So, who are Carrasco’s rivals and fellow challengers for the title? Telling that story is the job of Dorna and the motorsports media. It’s a task that the team here at Motorcycle Marketing will also be involved with as we produce profiles and interviews with the riders on the 2024 WorldWCR grid for the official website.

It was recently announced that the talented Maria Herrera - a regular Moto3 and WorldSSP point scorer and ambassador for the likes of Airoh, Alpinestars, DHL, Oakley and Trek – will be a part of the championship. Herrera has that star quality and the talent to take the fight to her compatriot Carrasco.

The pre-season test at Cremona also provided an indication of who the faster women and contenders for victories will be. Roberta Ponziani, Sara Sanchez and Beatriz Neila were all quick, whilst Australia’s Tayla Relph made history by topping the first ever WorldWCR test session.

Relph then spoke to worldsbk.com, saying, “There’s not enough representation in Australia, we race against the men. I didn’t have a lot of role models in racing growing up, so if I can just convince one more woman to get involved in this sport in Australia, that’s a World Championship to me.”

That quote perfectly captures the positive mood around the WorldWCR and highlights just what a good opportunity it presents to commercial partners at the championship, team and rider level.

Where else are female riders excelling?

Away from road racing at the World Championship level the FIM E-Xplorer World Cup is now in its second season promoting sustainability with mixed teams racing electric dirt bikes in iconic venues. Brands such as Honda, Stark Future and Seven are involved, with female riders competing in partnership with male teammates. There are several strong national MX championships around the world, whilst the FIM Women's Motocross World Championship inaugurated in 2005 has produced incredible off-road talents such as Kiara Fontanesi and Courtney Duncan.

In Rally-Raid the inspirational Vanessa Ruck (AKA The Girl on a Bike) made history earlier this year by becoming the first British woman ever to finish the epic 13-day 6000km Africa Eco Race. 

Helping female riders break down barriers

Supporting pioneering athletes such as those mentioned above provides great value for brands. Offering sponsorships to female racers can significantly boost their careers, their profile and potentially their ability to perform at the highest level, while also promoting the brand in a highly positive light, reaching specific audience demographics. Sponsorship deals can include financial support, providing equipment and well-defined and organised promotional agreements to make the investment worthwhile for both parties.

Partnering with female motorcycle influencers away from racing can also amplify a brand’s reach and credibility amongst both female and male riders. Influencers and brand ambassadors who are not full-time athletes often have more flexibility in terms of the content they can create and can be identified by niche to promote brands to specific segments of motorcycle enthusiasts.

Riders such as Bea Eguiraun, Alina Cateyka, Runa Grydeland, Leonoor Fischer and, of course, Itchy Boots are experienced brand ambassadors and content creators, who know how to represent brands professionally and impactfully.

Females in Motorsport & More Than Equal

For industry professionals interested in promoting and following the progress of women in the motorcycle and motorsports industries we highly recommend following the excellent Females in Motorsport group on LinkedIn or Instagram.

They describe themselves as, ‘Global racing stars and TV presenters to mechanics and wind tunnel technicians. Females in Motorsport is a volunteer-run platform aiming to share as many stories from those working in the industry as possible. We started out as just a small idea in our bedrooms and now we have reached over 25 million people across our articles and social media platforms.’

Meanwhile, crossing over to four-wheels the David Coulthard backed More Than Equal campaign is an admirable initiative working towards the goal of getting female drivers into F1 and ultimately towards producing an female F1 champion. Tellingly, their marketing material includes the assertion that, ‘56% of female fans are more likely to purchase products from companies who support women in sport.’

Plenty of room for growth

In the motorcycle industry the upside to investment in women’s racing and marketing to women is huge. Visor Down quoted UK government data updated to 2022, for example, showing that the percentage of female motorcyclists in the country was under 14%, whilst for France the most up to date figures from Statista show that number as below 16%. In short, there are a lot of potential future female motorcycle riders out there who are not yet two-wheel converts.

As female participation in motorcycle racing increases, brands and manufacturers have a unique opportunity to engage with this potentially rapidly expanding market segment. By addressing the needs and interests of female riders, companies can support the evolution of the sport, foster brand loyalty and drive sales.

If you’re interested in the commercial opportunities surrounding female racing or simply wish to connect more with the female motorcycling community contact the experienced team here at Motorcycle Marketing today for a free consultancy session.

Keep on reading...

How to Build a Content Calendar for Your Motorcycle Brand

How to Build a Content Calendar for Your Motorcycle Brand When you think of marketing your motorcycle business, “content calendar” probably doesn’t spark the same excitement as, say, launching a new product or attending a big event. But here’s the truth: behind every consistent, well-performing motorcycle brand is a well-structured plan. And it doesn’t need […]

2026 Content Calendar Guide for Motorcycle Dealerships

2026 Content Calendar Guide for Motorcycle Dealerships Stay consistent. Save time. Get results. Marketing in the motorcycle industry can easily fall to the bottom of the to-do list-especially when you’re juggling sales, customer service, and day-to-day operations. This content calendar is designed to make things easier. Whether you’re a dealership owner handling marketing yourself or […]

BONUS: So You Want to Be a Motorcycle Brand Ambassador?

So You Want to Be a Motorcycle Brand Ambassador? An honest guide for motorcycle content creators who want to land brand deals. You’re putting in the effort. Your audience is starting to grow, you’re posting regularly, and your content is getting likes. But when it comes to landing brand deals, things just aren’t happening. Maybe […]

How to market to riders of different age demographics & skill levels

2024-05.2 - How to market to riders of different age demographics & skill levels

How to market to riders of different age demographics & skill levels

As trends and fashions evolve in the motorcycle industry, understanding the diverse preferences and skill levels of riders is paramount. Various demographics in the riding community require a tailored marketing approach and in this article we’ll explore how brands can target different age groups and skill levels with precision.

Appealing to the younger generation of riders could include embracing innovation, style, connectivity and sustainability. Meanwhile, for older riders, safety, reliability, heritage and trust might play more significant roles in their purchasing decisions.

Appealing to younger and inexperienced riders

Convincing younger and newer riders to choose motorcycles over other forms of transportation requires emphasising some of the numerous benefits of riding, whilst also reducing the barriers to entry which might be holding them back.

Before buying a motorcycle for the first time many new riders will consider various factors such as overall cost, payment options, insurance cost, ease of rideability, the environmental impact, style and design, plus the sense of freedom and adventure a motorbike can provide.

Mutt’s superb range of 125cc Café Racer and Scrambler style models are specifically aimed at bringing young or inexperienced riders into the scene in style. Given their commercial success it would not be a surprise to see their range of bikes continue to expand, whilst other brands clearly try to copy their business model. 

Manufacturers and their marketing departments should be thinking, ‘are we doing enough to make it onto lists such as Adventure Bike Rider’s 11 of the best 125cc adventure bikes money can buy or Visor Down’s Best beginner motorcycles for learners and new starters?’

A plethora of options in the 125cc market

In truth, there has probably never been more on offer for riders at the 125cc engine capacity level and below – these are bikes which of course can be ridden before riders graduate to a full A2 motorcycle license in most Western countries. Manufacturers are increasingly considering features such as low seat height, adjustable power delivery, electronic rider aids and lightweight construction. Yamaha's XSR 125cc, with its accessible ergonomics and smooth power delivery, is ideal for novice riders.

Also offering flexible payment options, whereby customers pay monthly or quarterly for bikes and gear can clearly make a big difference.

When it comes to accessories, 24MX cater specifically well to the entry-level off-road market and have even created their own brands such as Raven which are affordable for those starting out with smaller budgets. 

Motorcycles also offer significant fuel savings and lower maintenance costs compared to cars and smart brands will emphasise the economical aspect of riding in their marketing campaigns. The cost of insurance is a particular consideration especially for younger riders seeking more powerful machines, so there is an opportunity in the market for manufacturers and dealerships to collaborate with insurers to offer more innovative and affordable options.

The electric conundrum

With increasing environmental awareness, especially amongst younger people, electric and hybrid motorcycles could provide a win-win for younger riders and those new to riding motorcycles, in particular in urban environments where charging is easier and restrictions on emissions are often stricter.

The zero emissions, minimal maintenance, ‘no noise’ and ‘no clutch’ aspects of electric bikes give them obvious appeal to eco-conscious younger or new riders, especially as they may not be so attached to the traditions of internal combustion engine machines.

However, going fully electric is a huge challenge for the motorcycle industry, a subject we have covered in depth previously here on the Motorcycle Marketing blog. But cheap, fun electric motorcycles like the Surron Ultra Bee are extremely popular with the younger demographic in the UK for example.

Even whilst we wait for the bike industry to pivot more towards electric motors and alternative fuels, marketers can already emphasize the green benefits of riding traditional motorcycles, such as lower fuel consumption, lower carbon emissions during production and sustainability through upcycling or electric conversion of older bikes.

The impact of live events

For many youngsters attending live events, such as industry shows, festivals or World Championship races is a gateway into a lifetime love affair with motorcycles. Catering to younger audiences at those events, with special offers, interactive initiatives, test rides, riding academies and workshops can result in gaining customers for decades into the future. 

The motorcycle industry has come a long way in terms of safety awareness and the development of hardware and equipment to improve security. Continuing to place a focus on these important issues is vital for brands in our industry, as we collectively educate younger riders, new riders and their family members on safe riding.

How to market to older and established riders

For older riders, brand heritage, performance, comfort, reliability and building collections can play a major role in their decision making when it comes to buying bikes and gear.

Harley-Davidson's bikes, renowned for their comfortable seats and ergonomic designs, have classically catered to this demographic seeking a relaxed riding experience for many decades, with many other brands aiming to tap into that market segment.

In addition to touring bikes, an interesting trend in recent years has been the increased popularity of adventure bikes and dual-sport machinery. These types of bikes can be hugely appealing to older, suburban based riders who may need a bike to commute with during the week but want to escape for longer or off-road rides at weekends.

Royal Enfield have enjoyed huge success with their Himalayan 450 which has allowed them to build on the heritage and tradition of their revamped brand, whilst offering a practical model which allows riders to take their off-road and adventure riding to the next level at a highly reasonable price point. We can expect more brands to foray into the small and mid-size adventure market in the coming years, as many urban riders look to expand their horizons.

The revival and rise of Triumph over the past 20 years under the leadership of the Bloor family has been a phenomenon, playing on the rich history of the brand and creating an impressive range of mid to large size motorbikes, particularly popular with older or more experienced riders.

The Triumph Factory Custom program further builds on that heritage, offering ‘an exclusive limited edition lineup of ultra-premium custom motorcycles that represents the best of Triumph Motorcycles.’

Norton is another classic British brand leveraging nostalgia to attract experienced riders who want to stand out from the crowd. Inspired by vintage English motorcycle design, the Birmingham based brand are aiming at the luxury end of the market, with top-end models for riders who appreciate timeless design and craftsmanship. Their bikes and the associated branding is not aimed at beginners.

Advanced features to enhance the experience

All the major brands now incorporate advanced features, such as weather modes, traction control, adaptive headlights, electronic throttles and cruise control on many of their bikes. These may offer reassurance to older riders regardless of their ability level and are also excellent upgrade options for established riders who may wish to stay brand loyal whilst renewing their machinery.

Experienced, street-wise riders may also be more willing to part with their cash to acquire riding gear with advanced technology such as airbag jackets, to purchase premium bike accessories for longer rides or to sign-up for membership of services such as REALRIDER, with its innovative Motorcycle Crash Detection & Emergency Alerting smartphone app functionality.

More experienced riders are also more likely to demand high-performance machines that complement their skills and deliver exhilarating performance. So when targeting this demographic brands should focus on highlighting the power, speed and agility of their bikes.

Organising track days and events allows more established riders to test the limits of their abilities in a controlled environment. Ducati’s Racetrack Academy events and their World Ducati Week are great examples of a brand rewarding customer loyalty and enhancing their connection with many of the experienced riders who are so proud to ride their bikes.

Online targeting to reach only the demographic you require

With online marketing, brands can get granular with their targeting by age group and other demographic signals, whether that’s through social media marketing, social media advertising or influencer marketing – which are all services offered by Motorcycle Marketing.

When it comes to social media it’s common knowledge that different age demographics prefer different platforms, but let’s take a look at the real data on that so we know how to align our efforts.

According to Statista data 56% of Facebook users in the USA are aged 35 or over, with 24.4% in the 25-34 year old category and 18.8% aged 18-24. Meanwhile, when it comes to Instagram users the audience is younger with 70.4% of them being under 35 and almost 85% under 45.

With regard to TikTok, Statista tells us ‘over 76 percent of U.S. social media users aged between 18 and 24 years were on TikTok’, whilst 25% of TikTok’s U.S. users are 19 or under. For Snapchat, Hootsuite reports that nearly 60% their audience is aged 24 or under, whereas for YouTube that figure is just 30%. Indeed Oberlo states that nearly half of YouTube’s audience are aged 35 or over.

Although these statistical trends are not breaking news, it is worth regularly checking in on the demographic data of the major platforms, in order to put your most relevant content in the most relevant places. In addition, creating content more likely to appeal to one demographic than another is also worthwhile, as is promoting that content using Google and Meta’s powerful audience segmentation tech.

Working with the right influencers

Selecting the right influencers to represent your brand requires careful consideration in terms of their relevance and authenticity.

The audience of a younger, German female motocross rider is likely to be highly different to that of well-known older male Hollywood actor who just happens to like motorcycles. Diving into the analytics behind the social media accounts of your potential collaborators can be highly revealing, as can their attitude to working with brands and/or specific target demographics. Who is more relevant to your brand and your objectives?

In conclusion, effective motorcycle marketing involves understanding the unique needs and aspirations of riders across different demographics and skill levels. By tailoring marketing strategies to resonate with each segment, brands can build stronger connections and drive greater commercial success in this competitive industry.

If you’re looking for help with targeting a specific demographic of motorcycle riders, contact the experienced team here at Motorcycle Marketing for a free consultancy session.

Keep on reading...

How to Build a Content Calendar for Your Motorcycle Brand

How to Build a Content Calendar for Your Motorcycle Brand When you think of marketing your motorcycle business, “content calendar” probably doesn’t spark the same excitement as, say, launching a new product or attending a big event. But here’s the truth: behind every consistent, well-performing motorcycle brand is a well-structured plan. And it doesn’t need […]

2026 Content Calendar Guide for Motorcycle Dealerships

2026 Content Calendar Guide for Motorcycle Dealerships Stay consistent. Save time. Get results. Marketing in the motorcycle industry can easily fall to the bottom of the to-do list-especially when you’re juggling sales, customer service, and day-to-day operations. This content calendar is designed to make things easier. Whether you’re a dealership owner handling marketing yourself or […]

BONUS: So You Want to Be a Motorcycle Brand Ambassador?

So You Want to Be a Motorcycle Brand Ambassador? An honest guide for motorcycle content creators who want to land brand deals. You’re putting in the effort. Your audience is starting to grow, you’re posting regularly, and your content is getting likes. But when it comes to landing brand deals, things just aren’t happening. Maybe […]

Effectively localising your marketing strategy for international markets

How to effectively localise your marketing strategy for international markets

Effectively localising your marketing strategy for international markets

Reaching and engaging with riders in varying international markets requires more than simply translating campaign materials. In this article, we’ll explore key strategies to effectively localise your marketing efforts for specific geographical territories in the motorcycle industry.

Effective ‘localisation’ will enhance the authenticity of your messaging and protect the credibility of your brand. In turn this should increase engagement, conversion rates, sales and customer retention. Localisation involves understanding the unique preferences, cultural nuances and market trends of each target market audience.

Demonstrate local knowledge in copywriting and content creation

To ensure your marketing copy looks authentic to international audiences, Motorcycle Marketing always recommends working with native speakers and wherever possible, those collaborators should be riders themselves.

Incorporating local vocabulary, informal messaging where appropriate and local cultural references can make a big difference to whether riders trust your brand or even take your campaign seriously enough to associate themselves with your product.

The same goes for the audio-visual content you create to market your product. Marketers should use images and videos that resonate with the target audience’s surroundings and the environments they will be riding in. This is easier when shooting off-road bikes which do not display number plates (license plates), for example, as opposed to shooting street legal bikes where the location of the shoot and model are easily distinguishable.

Avoid generic stock photos and opt for authentic, locally relevant visuals. Be mindful of cultural nuances and sensitivities when creating content as what might be acceptable and interesting in one country could be irrelevant or even offensive in another. 

Yes, sure it is possible to create highly targeted campaigns through Google Ads and the Meta Business Suite, right down to specific locations, but if the ad campaigns you display are not well crafted, you’ll be throwing money down the drain. With local expertise, you can also adapt your promotions and offers to suit the purchasing behaviour and preferences of each country's audience.

Influencer marketing and learning about local scenes

Riders often tend to respond more positively to influencers and brand ambassadors who come from the same country or scene as them. It can be well worth the investment to connect with influencers who are prominent in the motorcycle community of each country you’re selling into.

Influencers who resonate with the local audience and share similar riding experiences will provide a sense of familiarity and credibility, enhancing a brand's connection with the audience. Your brand ambassadors, partner influencers and collaborators don’t always need to be of exactly the same nationality as your target audience, but they definitely should know how to communicate with them. Do they speak the language of your target market and can it be demonstrated that a significant percentage of their followers and fans come from your target demo? 

Using relevant localised hashtags and geotags in social media posts can also help to increase visibility within the target market.

Live events provide a doorway into a market

Having a presence at specific industry events, shows and festivals, which are well-attended by the type of riders you’re selling to - in a specified location - can yield powerful results. 

Each year, members of the Motorcycle Marketing team and the brands we represent get in amongst the riding communities at a whole range of live events, such as Motorbeurs Utrecht (Netherlands), Salon de 2 Roues (Lyon, France), Adventure Experience (Barcelona and Madrid, Spain), Wheels and Waves (Biarritz, France), ABR Festival (Warwickshire, UK), MaxlRIDE (Bavaria, Germany), EICMA (Milan, Italy) and Motorcycle Live (NEC Birmingham, UK). Attending these events allows brands to create new connections with audiences and partners, as well as observing trends on the ground and staying ahead of the pack.

Marketing beyond borders: seasons and regions

As well as national trends and variations, consider regional differences in riding seasons when planning your marketing strategy. In northern countries or states where the riding season is limited, focus on promoting gear suitable for colder climates and emphasise activities like motorcycle maintenance workshops, or shorter coffee shop rides. In regions with year-round riding seasons like the south of Europe, the focus can shift to commuter comfort, long-distance touring and outdoor adventure in the winter months.

The all-important American market

The American motorcycle market is synonymous with freedom and adventure. Brands entering the US market often tap into themes of independence, exploration and the vast open road, utilising imagery of epic landscapes and iconic American landmarks.

Proud U.S. brands such as Buell Motorcycles, Boss Hoss Cycles and Indian Motorcycles typify the classic American aesthetic. According to Statista data Harley-Davidson is still the biggest selling motorcycle brand in the US with 20.5% market share closely followed by Honda with 19.9% share of total market sales.

In fact, between the Japanese brands Honda, Yamaha, Kawasaki and Suzuki they sell almost half the motorcycles purchased annually (49.5%), demonstrating the power of offering a wide range of reliable and trusted models at reasonable price points to the American consumer.

The biggest selling European brand BMW have only managed to achieve a 3.1% market share, perhaps pointing to an opportunity for the likes of KTM, Ducati and Triumph to exploit in the future. The U.S. is by far the biggest market in the world for dirtbikes (motocross, enduro and dual-sport bikes) and both Ducati and Triumph have announced off-road models in recent years.  

When it comes to marketing bikes and accessories to American riders, Motorcycle Marketing's U.S. based collaborator Haley Rae Shoning advises, “I find that the most important way to localise your marketing strategy is to perform in-depth market research—and when I say market research, I mean more than just tracking consumer behaviour and economic trends. In order to effectively market to riders in a particular location, you have to really understand who those riders are.”

“It’s key to understand what kinds of riding are most popular in what areas so that you can tailor your marketing strategy to reflect that. For example, adventure riding and enduro riding are much more popular in states like Colorado and Idaho than in the Midwestern United States, which is mainly flat.”

She adds, “On that same note, if you are marketing to the United States from another country, it’s important to understand the cultural differences in speech patterns, language, and slang in order to ensure that your marketing copy is relatable to your audience. Understanding who your audience is - their ages, for example - will help you further narrow down the kind of language that they will relate to the most.”

The Motorcycle Industry Council for USA is a well-established and highly active industry body in the U.S. which organises the huge annual AimExpo trade show and is worth connecting with. New brands to the American market should also consider that local state regulations with regard to imports, tax and homologation can vary considerably.

British motorcycling: heritage & tradition

When it comes to the British market, which is one of the most developed and diverse in the world, it’s worth looking at the publicly available data from the Motorcycle Industry Association on the numbers and types of bikes being sold in the UK each month. From that data you can assess current trends, though the UK also has a rich motorcycling history so it’s important to connect with industry professionals who know the market well themselves.

Englishman Joseph Beale is member of the Motorcycle Marketing team and has been working in the industry for nearly 20 years, with brands such as MotoGP, the Dakar Rally and Yamaha. 

He comments, “Although the UK is relatively small geographically compared to the U.S. or the larger European countries, we do have a pretty big riding population, I believe it’s way over one million active riders. Almost every type of bike you can think of has an audience in the British market.”

“It’s cool to see what brands like Triumph, Mutt, Norton and BSA are doing, playing on their British heritage and selling lots of bikes domestically and globally. So it’s definitely a country you want to get your marketing spot on in, whether that’s by working with well-known British influencers, having a presence at our biggest bike shows or creating marketing campaigns which are clearly made in, or for the UK.”

“We ride on the other side of the road to Americans and mainland Europe and our number plates are quite distinctive, as is some of our popular riding gear, so non-British brands need to take that into account when they create their campaigns.”

Looking north: Scandinavian values

Thomas Hansen, a video creator and Motorcycle Marketing collaborator based in Norway, who works with brands such as Dunlop, Yamaha, Peak Design and Mosko Moto explains how to connect with riders in his local markets. “Scandinavian people tend to appreciate a direct and clear communication style and I would shy away from excessive hype and over promotion like we tend to see in a lot of commercials these days. Focus on functionality and value. If it feels expensive we love it,” says Thomas.

“Most Scandinavian people are eco conscious and are willing to pay extra for high quality and functional garments. We also pay extra attention to safety and how this can enhance our riding experience in colder climates,” he adds.

On localising campaign materials effectively, he also has some specific tips. “Most advertisements in Norway are in English, so this is no problem at all for most riders,” he notes. “But make sure to have local references or local currency. We tend to stay away from prices displayed in a different currency.”

So advertising to Scandinavians with prices in dollars, euros or pounds, might impact your conversion rates, whereas showing local prices in Norwegian Krone, Danish Krone or Swedish Krona can create additional trust and resonance.

Dutch market: Practicality and cost-awareness

Motorcycle Marketing founder Thalassa van Beek is Dutch and offers her thoughts on how to market effectively to her compatriots. “In the Netherlands, motorcycles serve as a smart solution for both daily commuting and leisure, given the compact geography and frequent traffic congestion,” she explains.

“Many Dutch riders take advantage of their bikes during the workweek and then enjoy cross-border trips on weekends and holidays. The local climate makes waterproof gear a top priority for these practical and adventurous enthusiasts.”

Thalassa adds, “Dutch motorcyclists are deeply connected to trends, often drawing inspiration from popular influencers, top athletes and their social circles. They enjoy being well-informed and are eager to discuss the latest products, materials and innovations. This community values both high-quality products and exceptional service, but remains budget-conscious, always on the lookout for the best deals.”

Tapping into the French rider market effectively

Bérenger Cyne is a French photographer and graphic designer who works with the Motorcycle Marketing team and rides Suzuki and Honda bikes himself. On marketing to riders in France he says, “Urban riders in big cities like Paris, Lyon or Marseille take short trips and daily commutes due to traffic density and speed limits. The types of motorcycles they use are therefore scooters, small-displacement bikes like 125cc to 300cc and multi-purpose or manoeuvrable bikes. In rural or mountainous regions, French bikers are clearly more likely to ride for pleasure and landscape discovery, so they go for trails and road bikes.”

“We're also fortunate to have some fine circuits and host a number of races like Le Mans 24hrs, MotoGP and MXGP. There are also numerous motorcycle festivals. Whether it's to discover new trail models at Alpes Aventure Moto Festival, multi-brand novelties at Salon du 2 Roues de Lyon, do track tests at High Side Festival or go retro at the Normandie Beach Race. There's something for every taste and every age all over the country.”

Marketing to German riders: Copywriting is key

Motorcycle Marketing's resident German rider market expert Juliane Eger says authentic localisation is important in her country. She acknowledges, “In my experience, even though most people in Germany speak English, it appears to me that they prefer interacting in German. Brands should pay particular attention to the correct use of the country's language, especially biker language and avoid translation errors.”

Picking out an example of a company which she feels markets well to German consumers, Juliane notes, “Louis is a good example. Their marketing is very present and they reach a broad age range of riders.”

Europe: not just one big market

It’s crucial to understand that Europe is not just one homogenous market. Each country has its own distinct culture, language and preferences as highlighted by some of our team members in their insights above.

Tailoring your marketing approach to each territory is essential for success. Motorcycle Marketing client Peak Design did exactly that when they first engaged with us early in 2023, in a partnership which successfully continues to this day.

Our founder Thalassa explains, “Peak Design is renowned among photographers globally, including in Europe, for its innovative products. In a strategic pivot, the company extended its expertise to designing phone accessories specifically for motorbikes, driven by the team’s genuine passion for motorcycling. Realising they needed to go beyond their usual channels to connect with European motorcyclists, they teamed up with us at Motorcycle Marketing.”

“Our collaboration has led to the establishment of a top-notch ambassador program spanning over 13 countries, alongside securing coverage in various media outlets. Additionally, we provide strategic consultation on event marketing, carefully selecting the most impactful events across Europe and devising comprehensive strategies to maximise exposure and engagement at each exhibition.”

In conclusion, localising your motorcycle marketing strategy for international markets requires a deep understanding of each target audience's preferences, culture and market dynamics. By adapting your approach to specific regions and demographics, you can effectively engage with riders around the world and build a strong global brand presence.

Want help with internationalising your marketing campaign? Contact the Motorcycle Marketing team today for a free of charge consultancy session.

Keep on reading...

How to Build a Content Calendar for Your Motorcycle Brand

How to Build a Content Calendar for Your Motorcycle Brand When you think of marketing your motorcycle business, “content calendar” probably doesn’t spark the same excitement as, say, launching a new product or attending a big event. But here’s the truth: behind every consistent, well-performing motorcycle brand is a well-structured plan. And it doesn’t need […]

2026 Content Calendar Guide for Motorcycle Dealerships

2026 Content Calendar Guide for Motorcycle Dealerships Stay consistent. Save time. Get results. Marketing in the motorcycle industry can easily fall to the bottom of the to-do list-especially when you’re juggling sales, customer service, and day-to-day operations. This content calendar is designed to make things easier. Whether you’re a dealership owner handling marketing yourself or […]

BONUS: So You Want to Be a Motorcycle Brand Ambassador?

So You Want to Be a Motorcycle Brand Ambassador? An honest guide for motorcycle content creators who want to land brand deals. You’re putting in the effort. Your audience is starting to grow, you’re posting regularly, and your content is getting likes. But when it comes to landing brand deals, things just aren’t happening. Maybe […]

Sponsorship logos on the MotoGP motorcycle of Jorge Lorenzo.

How to ensure maximum sponsorship ROI for your motorcycle brand

Sponsorship logos on the MotoGP motorcycle of Jorge Lorenzo.

How to ensure maximum sponsorship ROI for your motorcycle brand

Sponsorship remains a strong tactic for brands in the motorcycle industry to expand their reach, engage with customers and drive sales. This edition of the Motorcycle Marketing blog delves into some key strategies for ensuring maximum ROI for your motorcycle brand with sponsorship. 

With members of the Motorcycle Marketing team having expertise from working on prestigious events like the Dakar Rally, MotoGP and the WorldSBK World Championship - where sponsorship plays a pivotal role - there's a wealth of knowledge in our crew on how to make the most of these opportunities for your brand.

We also attend all the major European motorcycle industry events each year such as EICMA, Motorcycle Live, ABR Festival, MOTORbeurs Utrecht, Salon de 2 Roues and MaxlRIDE, which together attract hundreds of thousands of riders in person and a huge media presence. Sponsorship and securing brand visibility at these events requires planning and well-considered execution.

Getting your sponsorships right and maximising ROI

One of the most effective ways to quickly gain huge exposure through live events and get a direct line of communication with your target audience is through sponsorship.

Worthwhile sponsorship in the motorcycle industry entails meaningful partnerships that resonate with the target audience and align with a brand's values. Brands sponsoring events, championships, teams or individual riders should look beyond the initial financial commitment in order to maximize their investment. This could involve collaborative advertising and marketing campaigns, exclusive access for fans, co-created content or co-branded merchandise.

Alexandra Puig Rom is an experienced member of the Motorcycle Marketing team who has worked directly with brands at live events to optimize their sponsorship agreements, for example when collaborating with our founder Thalassa van Beek on the PETRONAS Motorsports account at MotoGP races. 

When it comes to maximising sponsorship deals around racing and live events Alexandra states, “Simply placing your company logo on a bike, or a rider’s helmet or leathers provides visibility and awareness to any brand, but there's much more that you can and should do beyond that. First and foremost always add into your sponsorship agreements the option to make content with the riders, team or event that you sponsor. This can be content for social media and also for commercials or campaigns, such as photoshoots with your product.”

The values of those you sponsor should align with your values

Alexandra adds, “Professional riders and teams are familiar faces, everyone knows them or at least your target audience will, so if your brand or product is seen together with them this automatically makes your brand or product a familiar one. This association also happens with values: your chosen rider's values will be transferred to your brand.”

“Ask them to make your product visible, to use it, not only during live competition but also during their free time. It's not only about awareness but also consideration and even conversion. ‘People's subconscious works like this: if this rider uses the product it is good, so I'm going to use it too.’” 

She concludes, “Include in your sponsorship agreement some time with the riders and team principles for your brand's events. Having them at product presentations, exhibitions, or even in a Meet & Greet with stakeholders means having more participation, more visitors or simply just making your stakeholders happy.”

Different sponsorship options around live sport and events

When planning how to gain visibility for your brand there are a plethora of sponsorship and partnership options available to you.

If you’re going to sponsor a rider, some initial research should reveal whether the individual or their management team are easy to work with and even whether they actually like the commercial side of the game. Can you play it smart and pick a rising star, a rider who can grab surprise poles, holeshots, podiums or wins? 

Maybe you want someone whose riding style is particularly spectacular rather than a consistent winner or maybe you want someone whose personality stands out from the crowd. Jack Miller in MotoGP ticks both those boxes. 

Or are you looking for a rider of a specific nationality, in order to gain traction in a defined market? If the U.S. market is key to you, you could pick out a rider such as Garret Gerloff - currently the only American rider on the WorldSBK grid - or Mason Klein, a young Californian who has impressed at the last two editions of the Dakar.

Sponsoring teams and championships

When it comes to working with teams again the opportunities are numerous and know-how is crucial in terms of spotting the right partnerships for your brand. Is a title sponsorship right for you, or are you better off as an official supplier?

Could you strike a deal to sponsor the team in specific championships or key markets? LCR Honda have offered an interesting model in MotoGP for many years, switching up the prominence of their main sponsors depending on the location of their races.

Sponsoring championships rather than teams or individuals can also be advantageous. Working with event organizers such as Dorna, who run MotoGP and WorldSBK, ASO who organize the Dakar, or Infront Moto Racing, who manage the rights of MXGP, may give you the type of global exposure your brand needs and give you access to negotiated racing content. These organisations have dedicated teams to assist their sponsors with activating agreements and achieving maximum reach with their branding.

For manufacturers themselves, their commitment to go racing - and their choices of which riders and team principles to employ - is in itself a huge investment. Their choice of marketing professionals and press officers can also have a big impact on the perception of their brand in racing and the brands that sponsor their teams. Chinese-backed brand Kove have quietly arrived in road racing and have also impressed in recent Dakar performances, though they are yet to make a big splash with European audiences about their racing activities.

Spin-off projects gain further visibility

With the Ténéré Spirit Experience – which Motorcycle Marketing manages the comms of – Yamaha have taken a different approach, allowing them to gain exposure around Rally-Raid racing whilst also taking VIP customers into the heart of the action. This is another step on from sponsorship in terms of gaining exposure with key audience segments.

Yamaha also organize competitions such as the Yamaha R7 Cup and their on-road and off-road bLU cRU series, which help the brand resonate further with customers, create their own action and racing narratives and discover the next generation of racing talent. Red Bull have made a similar investment with the Red Bull MotoGP Rookies Cup over many years and with the various racing series they organize or support.

Smaller brands can start with initial ventures into sponsorship, event organisation and event partnerships in order to create that all important link with both ‘off-line’ and online audiences.

Away from racing it’s also important to understand how the major motorcycle industry events work, which type of customers/riders they attract and how to increase your visibility if you’re sponsoring or exhibiting at those events.

The team at Motorcycle Marketing have the expertise to assist your brand with identifying the right events and championships for your brand to sponsor or to get involved with, depending on your objectives, your target demographic and the products or services you offer.

Measurement and analysis are crucial

Tracking metrics such as social media engagement, website traffic and brand sentiment around sponsorship and racing - or other live events - allows brands to gauge the effectiveness of their efforts and make informed adjustments for future sponsorship initiatives. Companies such as datapowa can help match brands and potential sponsors with sports ‘properties’ in the motorsports industry in order to reach a desired audience and measure the effectiveness of those sponsorships and partnerships over time.

In conclusion, sponsorship in racing and at live events represents an invaluable opportunity for motorcycle brands to elevate their presence, engage with specific rider segments and drive business growth.

If you need help gaining additional visibility for your brand, you can arrange a free consultancy session with the Motorcycle Marketing team to see how we can potentially collaborate and help you achieve your goals.   

Keep on reading...

How to Build a Content Calendar for Your Motorcycle Brand

How to Build a Content Calendar for Your Motorcycle Brand When you think of marketing your motorcycle business, “content calendar” probably doesn’t spark the same excitement as, say, launching a new product or attending a big event. But here’s the truth: behind every consistent, well-performing motorcycle brand is a well-structured plan. And it doesn’t need […]

2026 Content Calendar Guide for Motorcycle Dealerships

2026 Content Calendar Guide for Motorcycle Dealerships Stay consistent. Save time. Get results. Marketing in the motorcycle industry can easily fall to the bottom of the to-do list-especially when you’re juggling sales, customer service, and day-to-day operations. This content calendar is designed to make things easier. Whether you’re a dealership owner handling marketing yourself or […]

BONUS: So You Want to Be a Motorcycle Brand Ambassador?

So You Want to Be a Motorcycle Brand Ambassador? An honest guide for motorcycle content creators who want to land brand deals. You’re putting in the effort. Your audience is starting to grow, you’re posting regularly, and your content is getting likes. But when it comes to landing brand deals, things just aren’t happening. Maybe […]