In an interview with Marca, Patrizia Cianetti, Ducati's global marketing director, discusses the significance of Marc Marquez's arrival at the Italian brand in 2025—a move that goes far beyond purely sporting matters.
Compared to the time when Ducati had signed Valentino Rossi en 2012, the leader recognizes a total paradigm shift. "At the time, we were weak against the Japanese manufacturers. Today, Ducati is at the top. We have just won three consecutive titles, the last of which with Jorge Martín on a satellite bike »
The arrival of Marquez, already winner of several Grand Prix in 2025, is hailed as a turning point in both sporting and marketing. Several figures in the paddock have nicknamed him " Marc Marketing", highlighting its global aura, particularly in Asia.
« Marc attracts attention everywhere. He communicates extremely well, he has an exceptional ability to engage fans. His impact is evident, and it generates increased visibility for Ducati in strategic markets »
Marc Marquez: not an immediate guarantee of sales, but a strategic lever
Cianetti, however, tempers the old paddock maxim: "Winning on Sunday means selling on Monday." According to her, a driver's impact is measured in the medium term: " It's not an immediate sale, it's an investment in passion »
Et Ducati needs it. In 2024, the brand's sales fell by 6% (54 units), as did its turnover. However, Spain, homeland of Marquez et Martin, was the only growing market.
Faced with the rise of Chinese and Asian brands, Ducati intends to capitalize on the fanbase of Marquez to expand its audience. The market is becoming more competitive. We must maintain our premium positioning while moving looking for new bikers - And Marc clearly opens this door for us »
Asked about the comparison with Rossi, Cianetti is categorical: " Ducati today is nothing like it was in 2012. We are now a desirable brand, with exceptional product quality. Marc's arrival takes place in a much more favorable context »
Although she does not directly manage sponsorship contracts, the marketing manager notes that Brand that the effect Marquez is also felt by partners: “ More visibility for Ducati means more opportunities for our sponsors. Marc's arrival is a gateway to new audiencess »
