'Money makes the world go round'...

As such, the relationship between sponsors and teams needs to be nurtured and managed to maximise benefit for both parties. For a further insight, the Rizla Suzuki BSB team allowed Crash.net to attend their sponsors' forum to see how they deal with the all-important people that 'power' their team.

A sponsor's forum sounds like a very heavy business meeting, but in true Rizla Suzuki style it was actually a relaxed and interesting day out at GP Karting in Northampton.

The team have an unusual take on sponsors in that it isn't simply a case of taking their money, but more about building a relationship with a company and helping them where they can. They can assist on different fronts - from providing bikes to dress-up an event or introducing one sponsor to another which could reap benefits on the business front for all parties involved.

The day started with a presentation from Robert Wicks, Rizla Suzuki's commercial manager, and four of the team's sponsors. It was informative, entertaining and a good opportunity for some of the more recent sponsors to showcase what they are about to the rest of the group.

Once the 'business' aspect of the day was over it was time to hit the track with an endurance kart race. When everyone is dressed in a boiler suit and clutching a crash helmet it breaks down the barriers and allows everyone to chat. An informal "who are you and what do you do?" atmosphere was how the afternoon developed, alongside the race of course!

Blue Chip, Rizla Suzuki's technology partner, is one of the team's more recent acquisitions and as managing director Richard Cook admitted, "We don't know bikes but the key is we are associated with the Suzuki works teams. There is one Suzuki team in BSB and one in MotoGP so we stand out as those brands are strong."

Cook's company have built on the association to help promote themselves as well as providing IT solutions for the teams. They offer customers the chance to win a GSX-R race replica and the opportunity to take part in the ride-outs that the team organise.

"We have met in the middle with this deal; it is not just a one-way street. We were chosen to come on board for the skills that we could bring to the team rather than just cash. We have helped the team share information across both sides of the garage, and we are involved with trackside IT and telemetry," said Cook, "We used the bikes at our launch to make it interesting, bring along the bikes and the Rizla girls and suddenly it isn't boring. We use them as much as possible."

From Cook's comments it does go to show that companies that aren't motorsport related can still benefit from sponsorship. A lot of people get involved with the sport due to their interest in it and Paul Stephen from Sagittarius Marketing is a prime example of that, as a former endurance racer. "I was introduced by another team sponsor to Jason McClean who looks after the team's press and pr. It was a good opportunity to network and as an ex racer I get to mix business with pleasure!" he said.

"We are really glad we did it and it has pushed us into different areas which has ultimately benefited our customers. The Brand association with the team raises our brand awareness and it does the same with the other partners. It puts you on their level," said Stephen.

He went on to say, "I'm a big fan of sponsorship in motorsport but this is more of a commercial partnership. Sponsorship can be seen as a bit one way, we give them money and they go racing and have a great time! But with this it is a two way thing."

This is where Rizla Suzuki differs on the sponsorship front, they look on their sponsors as partners and try to give as much back to them as they put into the team. It is an approach that is working as most of their sponsors have been on board for years and even the new ones are seeing it as a long-term investment that benefits their business.

Title sponsorship is big business and Rizla have now backed Crescent Suzuki for six years. They started out in BSB but took up the opportunity to run as title sponsor for the MotoGP team as well. Alison Williams, brand manager for Rizla, said, "We tested the waters with an association with Red Bull Ducati a number of years ago. We then were introduced to Crescent and we went with them as title sponsor with the race team which became Rizla Suzuki."

The Rizla brand sits well with the bike market and fan base as Williams went onto explain, "It is a very targeted market for us as 25 percent of people who roll their own cigarettes have an interest in the sport. Also, we are an accessible product at 25p for a packet and Suzuki is accessible as the public can buy a road replica bike." They did consider four-wheeled sponsorship but BSB meets the brand values much better as it is exciting, accessible and irreverent.

A lot of money goes into title sponsorship but Williams says, "Sponsorship is about a quarter to a third of our budget but we are in it for the long term so it ultimately lowers costs. We aim to get a three-to-one return on our investment so it can be justified. There is a lot of media coverage which communicates our brand to a bigger audience." All in all they feel it has been a very worthwhile project.

Rizla Suzuki's fresh approach has secured their sponsors or, as they like to call them, their partners, for an extended period giving them stability in a very tough environment. It is an attitude that works and is mutually beneficial. All partners left the event in a very positive mood, having met new people and enjoyed the racing.