MotoGP, under the leadership of Dorna’s chief sporting officer Carlos Ezpeleta, has detailed a new global expansion strategy following last year’s €4.3 billion acquisition by Liberty Media, the owner of Formula 1. The renewed focus is aimed at reducing the sport’s European dependence and broadening its audience across regions such as Asia and the Americas, marking a significant shift in MotoGP’s global outreach plans.
Current European Emphasis and Changing Priorities
At present, nearly two-thirds of MotoGP’s races are held in Europe, with 14 out of 22 races taking place on the continent. In 2024, a striking 83% of media rights revenue was generated from Europe, while Asia contributed 9% and the Americas only 4%. However, Asia’s race fee income is growing, accounting for 23% of the total, indicating an upswing in market potential.
According to Carlos Ezpeleta,
We are aware and conscious that for example our race count is pretty Europe heavy right now, nearly two-thirds, and we do see that becoming more global in the future.
– Carlos Ezpeleta, Chief Sporting Officer, Dorna
Growth in the United States is now a central goal for MotoGP, and expanding beyond traditional strongholds is a key part of the sport’s new strategy.
Elevating Riders as Global Icons
MotoGP’s plans emphasize giving its athletes greater global recognition beyond their on-track performances. The organization sees its riders as possessing extraordinary qualities but believes they have not been sufficiently marketed as household names.
Carlos Ezpeleta noted,
Our riders are more gladiatorial than any other athletes, and I think it’s about telling the story about how superheroes come in all shapes and forms… People have to get to know them outside the bike, with their helmets off.
– Carlos Ezpeleta, Chief Sporting Officer, Dorna
MotoGP acknowledges that it has underutilized short-form and behind-the-scenes content, especially compared to other major sports, but aims to remedy this gap moving forward.
Pursuing Sponsorships Beyond Motorsport Brands
Another pillar of MotoGP’s global expansion strategy is diversifying its sponsorship base. Currently, around 75% of sponsorship revenue comes from within the motorsport ecosystem. Looking ahead, MotoGP is targeting sectors such as financial services, personal care, and technology to broaden support.
Ezpeleta explained the intent to extend the MotoGP brand’s presence, stating,
Places where people don’t expect us to be,
– Carlos Ezpeleta, Chief Sporting Officer, Dorna reaching out to realms like fashion, music, airports, and even supermarkets, in an effort to make MotoGP a more mainstream and recognizable name worldwide.
Team Contracts and Revenue Model Discussions
MotoGP is in active negotiations with teams regarding contracts that will set terms for the next five-year cycle starting in 2027. There has been speculation about shifting toward a revenue-sharing model similar to Formula 1’s system; however, Ezpeleta has indicated that the current fixed-fee approach is unlikely to change, warning that making payments based on race results could detract from the sport’s international growth ambitions.
At the same time, increasing team valuations have drawn attention from investment funds that may lobby for longer-term guarantees, potentially leading to extended commitments beyond the standard five-year format.
Rule Changes and Off-Track Growth in 2027
The 2027 season will bring new technical regulations, aiming to enhance safety and entertainment by lowering maximum speeds and increasing overtaking opportunities. Ezpeleta described the expectation for these updates to result in
“Safer bikes, more entertaining, more overtaking.”
However, he emphasized that the biggest opportunities for expansion and impact are not just on the track, stating,
But the bigger growth is going to come from the stuff that happens outside the track.
– Carlos Ezpeleta, Chief Sporting Officer, Dorna
This underscores a strategic focus on broadening the MotoGP brand and appeal in markets and communities that the sport has yet to reach, both through new business partnerships and through increased promotional activity.
Implications for MotoGP’s Future
The outlined MotoGP global expansion strategy marks a turning point for the sport. By targeting new regions, promoting its athletes’ stories, exploring diverse sponsorship opportunities, and redefining contractual norms, MotoGP aims to secure a more international presence and fanbase. The next several years will reveal how effectively these changes foster growth for both MotoGP and its communities worldwide.
