Alex Marquez’s new marketing strategy: "We have a clear plan

Alex Marquez has reminded everyone that he is not just a mere participant in the MotoGP championship. With the 2nd place achieved on a satellite bike, he sent a clear warning to the paddock. In 2026 he will be among the contenders for the World Championship, with an official Ducati Desmosedici in his hands. With six seasons behind him, he has the right experience to aim for the top.

The Gresini rider has finally had his well-deserved breakthrough in MotoGP. The previous years were anything but easy and would have dampened many riders’ resolve. The lowest point came in 2022: he couldn’t drag the Honda RC213V out of the mire, finishing 17th in the championship. "I felt like an idiot on the bike," Alex Marquez told Speedweek.com. In 2023 he left the Japanese manufacturer to embrace Ducati with the satellite team. Ironically, his brother Marc would soon follow, finding his way back to victory...

Giving up the HRC contract, taking a pay cut and moving to Nadia Padovani’s customer team took a good dose of courage. Two to three years later, Alex Marquez is one of the most sought-after riders on the market. During his Honda days he was stuck at the back, and in interviews he was asked more about his brother’s health than about his own feel on the bike. "In 2022, to be honest, I thought ‘MotoGP isn’t for me.’ I tried everything to go faster, but every time I just got slower and slower."

2024 was Marquez’s second season with Gresini. He improved his performances slightly, but remained unsatisfied. Only thanks to the Ducati GP24 was he able to express himself at his best. "Only Marc could really make the difference with the GP23." Everything changed with Marc’s move to the factory team and the adoption of the GP24. At first impression he immediately felt a special confidence, but he never would have thought of finishing second in the final standings. This translates into more interviews, sponsors and much more. Naturally, his asking price will rise in the next MotoGP rider market.

Does he feel the effects of success? "At Vertical we have an agency that measures the impact. We receive the results every three months and send them to the sponsors," Alex Marquez emphasized. "Last year, the value for Alpinestars was around 300 million, this year it’s 1.5 million!" But nothing is eternal; in the Top Class it takes very little to be gasping again... "It’s like a bubble. One day you’re on top, the bubble grows, everyone says you’re the best, incredible, and all the rest. But when the bubble bursts, you’re gone! I often say: ‘Getting there’ is easy, but ‘staying on top’ is incredibly difficult."

His manager Jimmy Martinez now has a smoother road ahead. "We’re at the perfect point with Alex right now. You can have a marketing strategy, but without results it doesn’t work. When success arrives, the potential is enormous. We have a clear plan: in 2026 we need to consolidate our position. Alex must remain at the top so that 2025 doesn’t look like an anomaly. After that, it’s about collaborating with key brands and looking to the future. With results, everything becomes easier!"