MotoGP is entering a significant period of change following Liberty Media’s acquisition of an 84% stake in the series’ rightsholder, Dorna Sports. As MotoGP Liberty Media changes unfold, the influence of the American media giant—renowned for its roles in Formula 1 and Live Nation—promises to reshape the championship’s direction, all while the Ezpeleta family continues to manage daily operations.
Drawing on its experience in elevating global sports like Formula 1, Liberty Media brings a new perspective to MotoGP. Under its watch, Formula 1 circuit promoters have seen record ticket sales, increased event revenues, and improved financial viability for races. The impact of Liberty’s approach on circuits hosting MotoGP events remains a key point of anticipation within the industry.
Comparing MotoGP and Formula 1 Under Liberty’s Guidance
MotoGP’s calendar now closely mirrors that of Formula 1, with the 2026 season set to include a record-equaling 22 races. The hosting fees, though lower for MotoGP, still represent a substantial commitment for venues. This pricing structure makes MotoGP more accessible, but consistent profitability is essential, and circuits are eager to see how Liberty’s strategies might make grand prix events more financially rewarding, whether with or without government backing.
The Sepang International Circuit, a staple venue since 1999 and the home of the Malaysian Grand Prix, is at the center of these shifts. With contract renegotiations with Dorna Sports underway for 2027 and beyond, Sepang’s experience highlights the balancing act facing long-standing venues that must justify expenses in a changing commercial environment.
Sepang CEO Azhan Shafriman Hanif Outlines Future Vision
Azhan Shafriman Hanif, CEO of Sepang, believes growing MotoGP will require united efforts from all parties, especially in engaging new generations of fans and increasing overall excitement at events.
“I think there are a lot of factors that can be further improved,”
Azhan Shafriman Hanif, CEO of Sepang International Circuit.
He emphasizes the importance of providing unique, memorable experiences to fans attending races, and ensuring that the sport feels accessible even to those unable to be physically present.
“I do believe that we have a very good product in MotoGP. What needs to be better is we need to open up more access to the fans, to the spectators that come over so that they can experience the money-can’t-buy experience that they can get when they come over to Sepang.”
– Azhan Shafriman Hanif, CEO of Sepang International Circuit
Shafriman notes that MotoGP’s current strategy already includes initiatives such as the upcoming season launch event in Kuala Lumpur, designed to foster engagement beyond the racetrack.
Adapting to a Global Audience Beyond the Track
The ultimate aim for any circuit promoter remains attracting larger audiences to events, but current realities demand that MotoGP’s outreach extends far beyond those in attendance. As Sepang engages in new ideas with Dorna, alternate ways to connect with fans globally are under review.
“There are one or two ideas that I floated to Dorna,”
Azhan Shafriman Hanif, CEO of Sepang International Circuit.
He explains the imperative to reach fans unable to visit in person, whether through enhanced broadcast experiences or interactive initiatives outside the circuit.
“But I guess we need to create more experiences outside of the circuit so that for those fans that could not come over due to several reasons and so on can follow MotoGP and watch them [races].”
– Azhan Shafriman Hanif, CEO of Sepang International Circuit
Examples like dedicated fan events in urban centers and expanded digital engagement are seen as avenues for growth, especially as other circuits observe similar developments in professional sports.
Adopting “Super Bowl-Style” Spectacles and Expanding Entertainment
When Liberty Media first took over Formula 1, its intention was to transform grand prix weekends into much more than a motorsport spectacle, envisioning events akin to the Super Bowl, blending sports with top-tier entertainment.
Azhan Shafriman Hanif strongly supports this direction, indicating the need to deliver experiences that appeal not only to core motorsport fans but also to casual attendees.
“I guess the sport now needs to expand [to be] more than just the sport. It needs to come with entertainment,”
Azhan Shafriman Hanif, CEO of Sepang International Circuit.
Adding concerts, festival-style attractions, and retail opportunities could broaden the appeal of MotoGP weekends, encouraging attendance from new segments of the public.
“I do believe that bringing concerts, [marketing] activations and activities surrounding the event would help the sport to gain more fans that are not hardcore fans of motorsports,”
Azhan Shafriman Hanif, CEO of Sepang International Circuit.
He points to the need for collaboration between Dorna Sports and Sepang to fully realize these ambitions.
“But these are the things that I think both Dorna and SIC would need to look into.”
– Azhan Shafriman Hanif, CEO of Sepang International Circuit
Long-Term Investments and the Broader Vision for Sepang
Looking beyond MotoGP, Sepang aspires to become a destination that integrates motorsport with other entertainment and lifestyle offerings. This strategic vision aligns with trends set at other international circuits, many of which have developed business parks or relocated factories nearby to foster year-round activity.
“Well, I have big plans for the circuit itself. At the moment, we are looking at the five-year and the 10-year plan, the mid-term and the long-term plan for Sepang,”
Azhan Shafriman Hanif, CEO of Sepang International Circuit.
Discussions are underway with various investors to utilize available land around Sepang, developing the infrastructure necessary to support motorsport and entertainment, while also constructing possible attractions such as hotels and theme parks.
“Not only motorsports. There might be some other attractions like hotels or theme parks, so that when people come here, they don’t just come here for the motorsports event, they can do other things like retail and so on.”
– Azhan Shafriman Hanif, CEO of Sepang International Circuit
This approach may serve as a blueprint for other MotoGP venues looking to secure financial stability and broaden their appeal in the evolving world of sports entertainment.
The Road Ahead for MotoGP and Its Circuits
As MotoGP Liberty Media changes take effect, circuit promoters like Sepang, led by Azhan Shafriman Hanif, are navigating new expectations and competitive pressures. The industry’s future likely rests on the ability to blend thrilling competition, modern entertainment, and creative fan engagement, drawing lessons from Liberty Media’s Formula 1 playbook while adapting to MotoGP’s distinct qualities. The next few years will reveal how these priorities reshape the championship and the experiences it offers fans worldwide.
