Baseline Venture, an independent sports marketing firm backed by a US venture fund has facilitated a three year deal for MotoGP™ with UST Global- A California based information technology solutions and services company for Global 1000 enterprises. The agreement establishes UST Global as the official IT services and solutions provider for the FIM MotoGP™ World Championship. The deal with UST Global will run from the 2015 season through to 2017. This engagement will allow UST Global and Dorna to develop a pioneering technological solution that will empower the MotoGP™ brand. The solution will provide a data driven tool to Dorna to help monetize, understand and improve its interaction with the huge global audience that MotoGP™ attracts.
“It is a strategic partnership for both the parties. UST Global’s social media analytics tool is going to reshape the way, the sport will engage with its global audience”, said Baseline’s Co-founder and Director, Ramakrishnan. R. “MotoGP™ has a global appeal driven by innovation, speed and technology which will constantly excite and challenge UST Global in providing technology solutions to the sport”, he added.
Commenting on this deal, Nikki Arora, CMO- UST Global said, "We are very excited to be associated with Dorna and MotoGP™ as an elite technology global partner. Our integrated approach to this partnership will catapult our brand globally. This will allow us to showcase our digital capabilities and core services to our clients through MotoGP™ events and, more importantly, create a vehicle for Dorna to foster a better fan engagement through our social media analysis platform".
The engagement positions UST Global as the leading provider of cutting edge digital enhancement solutions to clients. During this commitment UST Global will benefit from various branding opportunities throughout the sport season and gain from the corporate hospitality program provided by Dorna at various MotoGP™ events. The next MotoGP™ race will be held in Austin, Texas on 10 April.