Brand Tone

passionate, authentic, and reverent

Brand Values

• •Community
• •Adrenaline and Thrill
• •Bravery and Dedication
• •Heritage and Tradition
• •Resilience

Best Practices

• •Speak from the Heart of the Community: Always write from the perspective of a true fan. Use the language and terminology of the sport ("between the hedges," "on the pipe," "man and machine") to build authenticity and connect with the core audience.
• •Balance the Grit with the Glory: Showcase the spectacular action and victories, but don't sanitize the reality. Acknowledge the risks, the mechanical failures, and the financial struggles. This honest portrayal is central to the brand's integrity.
• •Prioritize the Human Element: The stories are not just about bikes and speed; they are about the riders, their families, and the volunteer marshals. Make the people the heroes of the narrative to forge a deeper emotional connection with the audience.
• •Be a Custodian of History: Regularly feature content that looks back at legendary riders, iconic races, and pivotal moments in the sport's history. This reinforces the brand's value as a traditional and knowledgeable authority.
• •Maintain a Consistent Visual and Textual Tone: Ensure that the raw, high-energy photography is matched by copy that is equally passionate and direct. Avoid overly polished, corporate language that would feel out of place and alienate the loyal fanbase. The brand's strength is its genuine, unvarnished connection to the sport.

Social Perception

essential and authoritative voice for the sport

Copy Examples

• •No circuits. No run-offs. Just pure commitment between the hedges. This is more than racing, it's a legacy written at 180mph. #RoadRacingIreland #BetweenTheHedges #RealRacing
• •Every start line, every hard-fought podium, every story of sacrifice and glory. The 2025 Road Racing Ireland Yearbook isn't just a book; it's the soul of a season. 250 pages of unmatched photography and exclusive stories you won't find anywhere else. Pre-order now and own a piece of road racing history. Link in bio.
• •Mainstream headlines only scratch the surface. At Road Racing Ireland, we take you into the paddock, inside the helmet, and to the heart of the sport. Get the real stories, in-depth interviews, and expert analysis that a true fan deserves. Subscribe today and support the voice of Irish road racing.
• •It's all on the line today at Cookstown. Damp roads and fierce competition. We'll be bringing you updates as they happen. Who's your money on for the Grand Final? #Cookstown100 #RRI
• •The Cost of a Corner: A Rider's Story You Haven't Heard