Multiple activations for MX1 round naming partners expected.
Honda Racing team owner Yarrive Konsky has outlined key aspects of the team’s unique sponsorship structure being utilised in Penrite ProMX this season.
Currently, the program includes Terrafirma Equipment Sales as the MX2 naming-rights partner with a mixture of round partners to be confirmed for Honda Racing’s 450 effort in lieu of a closer alignment in 2022 with Honda Genuine products.
“We spoke with Honda throughout last year and there was a real emphasis on us working with genuine Honda products where we could,” Konsky explained. “We started development and researching the performance of Honda Genuine oils and fluids and we were impressed. I shouldn’t have been surprised as they are achieving outstanding success in the US with Team HRC.
“Following initial tests it was decided we would primarily focus on Honda and its genuine range of products and maintain a factory visual to highlight our change in direction in using Honda Genuine parts, accessories and chemicals. and on three out of the eight rounds we would activate a different primary partner in the MX1 class.”
Such activations are expected to occur for both Queensland rounds of ProMX and for Maitland’s fifth round of the series, where Aussie Pumps will be the primary partner displayed on the team’s CRF450Rs. The team also has an exciting initiative in the works for the retro round in Coffs Harbour.
“The model that we try to implement is somewhat similar to what I have witnessed in the commercial space of TV, radio, online and in print,” Konsky stated. “Companies, brands corporations, somewhat aren’t always advertising every day, everywhere. Some of them pick a certain time of the year to do a sale, launch a product, or increase brand recognition.
“That made me realise, some corporations, brands and companies cannot justify spending advertising dollars at a high level on a daily basis – they choose the time they want to spend that money to maximise the money they spend. They also want a tangible and measurable return so they concentrate their efforts on targeted campaigns.
“Although one naming partner is preferred, I can’t quantify diluting the worth of the team by selling all assets to one partner for an entire season, therefore, where possible I rather break it down. I look at where we participate, who we are participating with and when we are participating and present opportunities as individual packages.”
The partnership with 250 title sponsor Terrafirma Equipment Sales has continued to strengthen since its inception, Konsky’s outfit providing a successful platform for exposure that has enabled a tangible return on investment for the company.
“Initially, Terrafirma’s sponsorship revolved around cross-brand pollination and activations,” he added. “Their association with the team enabled them to activate originally in Brisbane at the indoor supercross.
“Prior to that, it was really a third-tier partnership, where it was minor branding on helmets and riding gear and small logo placement on the bike. At the Brisbane supercross, they got tickets, truck tours, signed merchandise and memorabilia.
“They were able to utilise those assets to engage with their customers, staff and provide an experience you would not get unless you were associated with the team. That translated to further machinery sales – they work in earthmoving, heavy equipment machines, there is a direct cross-over.”
From there, Terrafirma Equipment Sales managing director Darren Assink gained a greater appetite to be involved with the team, and most recently committed to increased support for Honda Racing and Wilson Todd in MX2 – also pledging support to Todd and Konsky if they were to be involved in the upcoming Supercross World Championship.
The team has several large out of industry partners including SCT Logistics, which also has a significant Supercars involvement, Repco, Attard’s Truck Graphics and Fleet Curtains, Polyflor and Tempur.
Konsky’s Honda Racing team currently leads the ProMX standings in MX2 with Wilson Todd, as Dean Ferris clean-swept the most recent Wodonga round in MX1. Kyle Webster held the MX1 plate following the opening two events, however, was sidelined due to an injury sustained in a practice crash prior to Albury.
In 2022 Monster Energy Supercross, Konsky fielded Jordon Smith and Jarrett Frye in 250SX East under Fire Power Honda Racing, Smith ending the season in P6 with top-five finishes to his credit. It is also understood that the team is considering contesting several rounds of Lucas Oil Pro Motocross.