Dorna Sports announced it will operate under the name MotoGP Sports Entertainment Group, marking its first major rename since acquiring the MotoGP World Championship in 1992. This change aligns with the company’s commitment to expanding its influence and innovation within the global motorcycle racing industry.
Updated Branding Coincides with Organizational Shifts and New Ownership
The rebranding follows the introduction of a new MotoGP logo at the end of 2024 and occurs alongside significant internal developments after Liberty Media’s acquisition of Dorna Sports in July 2025. The transition reflects a strategic repositioning designed to capture new markets and audiences worldwide.
Leadership Emphasizes Growth and Global Expansion
CEO Carmelo Ezpeleta described the name change as more than cosmetic, identifying it as “a statement of intent.” He highlighted that MotoGP has evolved from a simple championship into a widely followed global entertainment brand.
He further stated,
“As MotoGP Sports Entertainment Group, we are building on years of continuous growth to accelerate innovation and global expansion while always preserving the spirit and values that define our sport.”
—Carmelo Ezpeleta, CEO
Focus on Broadening Audience and Maintaining Core Programs
The organization aims to expand its reach into new territories and appeal to younger, more diverse audiences while maintaining its dedication to existing programs. Despite the corporate rebranding, the company reaffirmed its ongoing support for the World Superbike Championship and Road to MotoGP initiatives, ensuring continuity within motorcycle sports development.
