There’s no doubt that Valentino Rossi’s injury at Mugello not only left a hole at Fiat-Yamaha garage, but also created a noticeable void for MotoGP racing as a whole. Perhaps one of the greatest GP racers of all-time, Rossi rarely crashes, and has never been injured so extensively before in his career. And for all the parties involved this incident, it is an untimely disaster that has financial repercussions.
But as the old marketing maxim goes, any press is good press, and with all the coverage that’s surrounded Rossi’s crash, a sizeable amount of “buzz” and media attention has been garnered for the associated parties. What is all that media attention worth? According to internet market research firm eXtrapola, just over 8 million in US dollars (over €6.5 million).
With all the press that Rossi’s crash at Mugello created, eXtrapola estimates that an equivalent press value of nearly $8,148,559 was published by international media outlets. In breaking down the numbers, the Italian firm had the following findings for online coverage:
- News on Rossi’s crash peaked on June 5th & 6th (the following numbers come from these two days alone)
- 1,300 media outlets reported the incident, compared to the usual 200 outlets on a race weekend
- Languages of media sources broke down to: Italian (54%), English (17%), Spanish (13%)
- Rossi’s transfer by helicopter to the Cattolica hospital peaked on social networks at 800 mentions, of which 20% were from Twitter and YouTube
- Fiat-Yamaha was mentioned in 43% of the news collected, Jorge Lorenzo (21%), Dani Pedrosa (13%), and Andrea Dovizioso (9%)
- The following brands were mentioned in the news with Rossi: Yamaha (43%), Honda (26%), Ducati (11%), Ferrari (8%), Bridgestone (4%), Repsol Honda (3%), Mediaset (3%), Fiat (2%), and even Mercedes and Renault made the grade (1% each)
According to eXtropola this two-day media blitz was worth a collective €6,583,630, or $8162384.47 in George Washington’s at today’s exchange rate. This goes to show you that even when he’s injured, Rossi is still worth a mint.