The recent acquisition of MotoGP by American media giant Liberty Media in July has ignited speculation about the creation of a ‘MotoGP Drive to Survive series.’ Liberty Media, which has owned Formula 1 for eight years, purchased an 84 percent stake in MotoGP from Dorna for 4.3 billion Euros (A$7.7 billion), promising significant changes to how the motorcycle racing series is presented and promoted worldwide.
This move comes at a time when Liberty Media aims to broaden MotoGP’s appeal beyond its traditional fan base, potentially using a documentary-style format inspired by Formula 1’s successful Netflix series, ‘Drive to Survive.’ A key factor fueling this buzz is the possible involvement of Guenther Steiner, a prominent figure from the F1 docuseries, who is reportedly close to acquiring the long-standing Tech3 KTM MotoGP team.
Guenther Steiner’s Potential Entry Into MotoGP Spurs Documentary Expectations
Guenther Steiner, familiar to F1 fans from his candid and often fiery appearances in ‘Drive to Survive,’ is nearing a 20 million Euro (A$35.7 million) agreement to buy the Tech3 KTM team. Founded in 2001 and managed by Herve Poncharal, this team’s ownership change could be a key catalyst for Liberty Media to produce a MotoGP-focused docuseries with a similar format and impact.
While Poncharal has neither confirmed nor sealed the deal, stating,
“we are talking but nothing was signed – I’ve never made a secret of the fact that discussions are taking place,”
his openness underscores the seriousness of the negotiations.
The financing behind Steiner’s bid largely involves Apex, a firm managing investments for professional athletes, including McLaren F1 driver Lando Norris, which also holds a stake in Alpine F1. Steiner’s entry into MotoGP brings a figure intimately connected with a popular and effective sports storytelling formula, raising expectations of a shift in how MotoGP engages viewers.
Insider Views on the Demand for a Behind-the-Scenes Docuseries
MotoGP reporter Simon Patterson, speaking on Fox Sports’ ‘Pit Talk,’ highlighted increasing calls within the paddock for a documentary series that dives deeper into team rivalries and personalities, mirroring the appeal that ‘Drive to Survive’ brought to F1.
He explained,
“Guenther Steiner has been linked to taking over the Tech3 MotoGP team, because [team principal] Herve Poncharal is ready to retire and sell up … here’s your immediate way to hook these fans across, you don’t even pretend you’re trying to do something different,”
—Simon Patterson, MotoGP reporter
Patterson believes that establishing a ‘Ride to Survive’ style show centered on the human drama of MotoGP, particularly injecting a strong character into the narrative, can create compelling content that expands the sport’s visibility. This is especially critical since previous attempts like the ‘MotoGP Unlimited’ series failed to resonate widely.
He further pointed out the significance of rivalries beyond the riders themselves, noting,
“There’s people in MotoGP crying out for a platform for rivalries, not even the riders. Part of what made ‘Drive to Survive’ so interesting was the rivalry between the teams … Toto Wolff versus Christian Horner. That was something ‘Drive to Survive’ really magnified.”
Highlighting the prevailing trend in sports media, Patterson asserted,
“There will have to be a documentary series, in some shape or form, simply because it’s the standard now in sports because of ‘Drive to Survive’. Six Nations rugby, Tour de France, America’s Cup … they have all got these documentary series built around the behind-the-scenes access because of what Liberty did. There’s an inevitability that MotoGP will have to do something similar. It has to be done.”
Liberty Media’s Marketing Strategy Could Reshape MotoGP’s Fanbase
Patterson emphasizes that Liberty Media’s key focus won’t be altering the racing itself but transforming how MotoGP is marketed to grow its audience. Currently, the sport’s promotion targets existing motorbike enthusiasts, a shrinking demographic due to declining participation in sports bike riding. He explains,
“What MotoGP has always done that I don’t think is necessarily the right approach is that, with the possible exception of golf, we’re the only other sport in the world that markets itself almost exclusively to the people who take part in that sport – we sell motorbike racing to bikers,”
—Simon Patterson, MotoGP reporter
This traditional focus has limited MotoGP’s appeal to new viewers, something Liberty learned to address successfully in Formula 1 by expanding beyond the core fanbase. Patterson adds,
“Liberty Media are smart enough to know they do not need to touch the sporting product, they just need to build it out. The benefit of that is that if you’re an existing MotoGP fan, no-one’s making you watch the documentary series, no-one’s making you watch social media. You don’t have to watch ‘Drive to Survive’ if you’re an F1 fan, you can just tune in on Sundays and watch the races. That remains the case with MotoGP and whatever Liberty do.”
He continues,
“The core product will always remain the core product, because the core product is not the problem. It’s all the stuff around the product that we need to change if we’re going to expand the fan base and bring in new people, and that can only be good,”
—Simon Patterson, MotoGP reporter
Industry Reaction to Liberty Media’s Involvement Is Cautiously Optimistic
The MotoGP community is watching Liberty Media’s influence with a blend of hope and uncertainty. Patterson notes,
“We’ve seen what they’ve done with F1, but we know that the model is not necessarily just ‘copy and paste’. People are definitely expecting things that have been done in F1 to be done, but not all of them,”
—Simon Patterson, MotoGP reporter
While the exact path remains unclear, insiders widely agree Liberty’s entrance is a positive development for the sport. Dorna’s shortcomings in marketing MotoGP are well-known in the paddock, and Liberty’s expertise is eagerly anticipated.
Patterson recalls,
“I was told that when they took over Formula 1, the marketing department of FOM [Formula One Management] was four people, and the first thing they did was hire another 160. That’s the kind of attitude the MotoGP paddock thinks MotoGP needs. It needs to be shown to more people. Everything is more visually spectacular [than F1] and it should be an easy sell, especially with the shorter races and the attention span of our current screen-addled generation of viewers,”
—Simon Patterson, MotoGP reporter
Summing up the potential upside, he said,
“It should work, all the pieces are there. We just need Liberty to work their magic,”
—Simon Patterson, MotoGP reporter
The Road Ahead for MotoGP Under Liberty’s Stewardship
Following Liberty Media’s takeover, MotoGP appears poised for a transformation in how the series connects with fans and reaches new audiences globally. The introduction of a MotoGP version of ‘Drive to Survive’ backed by influential figures like Guenther Steiner could be pivotal in creating engaging storytelling that highlights rivalries and personalities beyond what has been seen before.
Expanding beyond traditional motorcycling enthusiasts to capture younger or casual viewers aligns with Liberty’s proven approach in Formula 1, focusing on marketing innovation without compromising the racing spectacle. As MotoGP balances its renowned core product with fresh promotional tactics, its growth trajectory may accelerate in coming seasons, reshaping the sport’s global profile.
