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How do you simultaneously drive media focus to your 15th-place MotoGP team while raising sponsorship dough? One word: sex.
That’s the solution of Italy’s LCR Honda race team. The team – started by 125 racer Lucio Cecchinello in 1996 – started racing in the affordable (by Grand Prix standards) 125 class, but since 2008 has focused all its efforts on the premiere 800cc MotoGP class. That means big money, but an innovative “Event Title Sponsor” format that allows companies to put their name on individual rounds of the MotoGP may help make ends meet. Playboy’s Italian publication will … Details
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