That the marriage between two of the strongest brands in Italy, Valentino Rossi and Ducati, should turn into a marketing goldmine comes as no surprise. Even before Rossi's signing with Ducati was officially announced, rumors among paddock insiders suggested that Ducati had sponsors lining up to back their MotoGP program, and now that the new season is approaching, Ducati is starting to pick the fruits of that.
For yesterday, at the Los Angeles Auto Show, AMG - a high-performance subsidiary of the Mercedes Benz brand - announced that they are to enter into a marketing partnership that will see the German car manufacturer support Ducati's MotoGP project. The partnership will not produce much in the way of visible sponsorship on the bikes, for Mercedes is to be "Official Car Partner" to the program, rather than any form of main sponsor. The pair will engage in joint marketing activities, including allowing selected Mercedes owners to test ride Ducati's new Diavel machine at AMG events, while selected Ducati owners will be given the opportunity to test Mercedes vehicles.
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