The MotoGP series promoter has announced a restructuring within its commercial team, naming Borja de Altolaguirre as the new head of sponsorships. This change takes place as part of MotoGP’s ongoing evolution and rebranding efforts following recent ownership changes by Liberty Media.
De Altolaguirre became part of Dorna Sports in 2025, initially overseeing global alliances. He brings extensive experience developed from roles at Paris Saint-Germain in 2022 and the NBA between 2015 and 2021.
Key Personnel Shifts Reflect Strategic Realignment at Dorna Sports
Marc Saurina, previously the global head of commercial partnerships since May 2021, will now concentrate on managing commercial activities related to the World Superbike Championship (WorldSBK), also promoted by Dorna Sports. Saurina has been with Dorna since 2004, contributing in various capacities including sponsorship management and leading WorldSBK’s commercial, marketing, and media efforts.
Additionally, Daniel Ruiz has assumed leadership of the hospitality and licensing division, following his appointment as commercial strategy director in 2025. Ruiz’s background includes a period at Nike, bringing valuable knowledge from the sportswear industry.
Management Transitions Following Liberty Media Acquisition
The personnel changes come amid significant shifts that have followed Liberty Media’s €4.2 billion acquisition of Dorna in July 2025. Among these shifts was the arrival of Chase Carey, former head of the Formula 1 Group, now serving as Dorna’s president after replacing William Jackson.
In January, Dan Rossomondo stepped down from the role of chief commercial officer after nearly three years. Rossomondo played a key role in developing MotoGP’s refreshed brand identity and expanding its commercial reach, securing major sponsorships and long-term race agreements. Although no replacement for Rossomondo has been finalized, he continues to advise CEO Carmelo Ezpeleta and the management team during this transition.
Brand Identity Update and Future Prospects
This week, the promoter officially rebranded to MotoGP Sport Entertainment SL, retiring the iconic Dorna name that has been synonymous with motorsport promotion for over three decades. While no public logo has been introduced yet, this marks a new chapter for the organization.
In related developments, Dorna suspended the MotoE electric motorcycle series indefinitely. Launched in 2019 to highlight sustainable racing, MotoE’s future depends on the evolving relevance of electric and other sustainable motorcycle technologies. As stated by Dorna, the possibility remains to revive the series if alternative technologies gain prominence.
“relevance of electric motorcycles – or any other alternative sustainable technology – increase in the future.”
Implications and Outlook for MotoGP’s Commercial Future
The restructuring within MotoGP’s commercial team, the leadership transitions, and the rebranding effort reflect a strategic repositioning under Liberty Media’s ownership. These changes aim to enhance business operations, expand partnership opportunities, and adapt to evolving market conditions. As the commercial team establishes its new structure and leadership, MotoGP looks to secure sustainable growth and maintain its position as a premier motorsport series.
