Why Aruba will not Be more than a guest - MotoGP would be a 'wasted investment'

Categories:   MotoGP  

Since this season, Ducati Superbike team owner Aruba has also been appearing in MotoGP as a wildcard team for Ducati test rider Michele Pirro. The commitment, however, will presumably involve no more than guest appearances.

In an interview with Speedweek.com Aruba owner Stefano Cecconi explains why that is and what’s in the way for Italian IT company.

Aruba, main sponsor and owner of Ducati’s factory Superbike team since 2015, will compete in a total of three MotoGP races this season. Cecconi states:

“The fact that we have been wildcarded to three MotoGP events this year underlines the close relationship we have with [Ducati]. This was not only another opportunity for Aruba.it to show itself, it was also a fascinating challenge.”

Aruba.it’s last outing in Misano ended in Turn 1 – Image provided by Motorsport Images

For the Italians, the Superbike World Championship is nevertheless the main focus. And this is how it will remain in the future as Cecconi explains:

“Now we know even better how comfortable we feel in the Superbike paddock. In Superbikes we feel at home, in MotoGP like guests.”

For the Aruba boss it is important not only to be a sponsor, but also a part of the team. But this is obviously the crux of the matter for the Italian.
“That can hardly be achieved in MotoGP. In addition, a private Superbike team has more chances than a private MotoGP team.”

“There are major differences there compared to the factory bikes in terms of development. When you’re fighting over the smallest details, it’s not as easy for a private team.”

And the company boss also sees a massive difference between the premier class and Superbike in terms of marketing potential. However, the Italian knows that more does not always mean better.


Racing in Indonesia is not worth it for Aruba  – Image provided by Motorsport Images

“The audience interest in MotoGP is greater, but many of the spectators are outside Europe. Our company is based in Europe in terms of markets and customers. Having a lot of races outside Europe doesn’t add any value for us.”

“To put it in business terms: The additional expenses in MotoGP would be wasted investment. We are happy with the World Superbike Championship.”


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