MotoGP has announced an ambitious global expansion strategy for 2027, driven by its recent €4.3 billion acquisition by Liberty Media. The plan places the MotoGP global expansion strategy at the forefront, aiming to diversify the sport’s reach beyond its current European-dominant base.
Addressing Europe-Centric Roots to Reach New Audiences
Carlos Ezpeleta, chief sporting officer of Dorna, the organization behind MotoGP, openly acknowledged the current concentration of races and media revenue in Europe. According to Ezpeleta,
“We are aware and conscious that our race count is pretty Europe heavy right now.”
With nearly two-thirds of the season’s 22 races held in Europe and 83% of media rights revenue coming from the continent in 2024, the focus has long remained within familiar borders. Meanwhile, aspiring markets in Asia and the Americas delivered only 9% and 4% of revenue respectively, revealing significant untapped potential.
Ezpeleta emphasized a commitment to breaking this pattern, stating that reaching into Asian and American markets is now MotoGP’s top priority. The organization hopes to leverage this shift to nurture new fan bases and invigorate interest worldwide. The MotoGP community, which includes athletes like Daniel Sanders and Ricky Brabec, stands to benefit from these changes, as the sport seeks not only to broaden its geographical imprint but also to diversify its cultural and commercial impact.
Spotlighting the Sport’s Unique Stars Beyond the Race Track
Ezpeleta likened MotoGP’s athletes to superheroes, underscoring the need to showcase their personalities and stories beyond their racing exploits. He asserted,
“Our riders are more gladiatorial than any other athletes,”
championing a push to develop short-form video and behind-the-scenes content that will help fans connect with the riders on a personal level. This focus aims to unlock greater engagement, inviting supporters both old and new to experience the sport from unique vantage points. The approach aligns with growing trends in global sports storytelling, where off-track narratives often foster deeper loyalty and wider audiences.
Reimagining Sponsorship in Untapped Sectors
Recognizing the need for fresh commercial strategies, MotoGP is steering its sponsorship model in a bold direction. Presently, about 75% of revenue comes from traditional motorsport-related partners. However, Ezpeleta is passionate about drawing in partnerships from non-endemic areas such as finance, technology, personal care, and fashion. As he put it,
“We want to take the brand into places where people don’t expect us to be,”
highlighting aims to see MotoGP’s presence in non-traditional venues, from supermarkets to airports and the world of music.
This approach mirrors strategies seen in other global sporting events, encouraging brands and fans from new sectors to engage with MotoGP. The diversification effort is designed to both broaden financial streams and invigorate the MotoGP brand in unexpected ways, ensuring the sport stays relevant and visible in an ever-evolving global marketplace.
Business Model Stays Distinct from Formula 1
MotoGP has resisted calls to imitate Formula 1’s revenue-sharing scheme as Liberty Media takes the helm. Despite pressure from manufacturers who desire a performance-based financial model, negotiations for 2027 team agreements will continue to operate on a fixed-fee basis. Ezpeleta believes this method helps prevent rewarding only on-track results, instead supporting the overarching goal of global expansion and inclusivity.
Interestingly, the financial growth and rising values of MotoGP teams have caught the eye of investment funds, potentially extending the usual five-year contractual engagements into longer-term commitments. This business-focused evolution hints at a more stable and attractive environment for both sponsors and stakeholders in the coming years.
Transformative 2027 Regulations Promise Excitement and Safety
The upcoming 2027 season is expected to bring comprehensive changes both on and off the track. Technical rule updates are set to prioritize rider safety and create more action-packed races, with Ezpeleta guaranteeing,
“safer bikes, more entertaining races, and more overtaking.”
Yet, he was quick to point out that
“the bigger growth is going to come from the stuff that happens outside the track.”
The expansion effort is as much about cultivating the global MotoGP community as it is about delivering thrilling races.
As the racing world looks towards 2027, MotoGP’s bold blueprint under Liberty Media’s ownership signals a transformative era. By reaching beyond Europe, spotlighting charismatic athletes like Daniel Sanders and Ricky Brabec, and forging partnerships in unexpected sectors, MotoGP’s global expansion strategy is poised to reshape the sport—making it more inclusive, entertaining, and influential on a worldwide stage.
