Spanish beer brand Estrella Galicia has reinforced its commitment to motorsport by becoming the official beer of MotoGP. The partnership, part of the company’s drive towards a more positive societal impact, has seen the creation of a new hospitality unit to boost brand awareness and facilitate networking. Estrella Galicia CEO Ignacio Rivera, who has repositioned his company’s brand with a focus on sustainability, described the move as a “natural step” and said the brand’s success had been built on “a purpose” that went beyond just selling beer.
Rivera, who has used motorsport to expand the company’s global reach, compared the development of MotoGP to the resurgence in popularity that Formula 1 has enjoyed in recent years. He identified similarities between the two racing series and said MotoGP needed to learn from F1‘s business know-how if it was to boost its profile and attract new fans. He also called on the sport to share F1‘s “positive impact and sustainability” strategy.
Estrella Galicia’s involvement in MotoGP began in 2011, and the company has enjoyed key partnerships with several champions, including Spaniards Marc Marquez and Joan Mir, as well as with F1 star Carlos Sainz. Rivera said that the abrupt withdrawal of Suzuki from the sport had presented the brand with an unexpected opportunity to become a series sponsor.
For Rivera, the partnership comes as part of Estrella Galicia’s “positive impact” strategy, which was first developed as part of the company’s F1 sponsorship programme. By emphasizing the importance of sustainability, the company has expanded its reach into 70 countries, with motorsport providing both the platform and the narrative for a successful marketing strategy built around a definitive aim. Rivera said the company’s approach was to “support the best from their origins” by building sponsorship around a clear purpose rather than sponsoring the fastest drivers. The company has also sponsored sponsorship in football, music, cinema and television.