Liberty Media’s recent acquisition of MotoGP has sparked questions about whether the company will use the same approach that fueled Formula 1’s surge in popularity, particularly in the United States. However, MotoGP sporting director Carlos Ezpeleta has cautioned Liberty Media that simply replicating the Formula 1 strategy may not guarantee the same success, emphasizing that MotoGP’s growth must reflect its unique strengths and circumstances.
Liberty Media’s History of Motorsport Expansion
Liberty Media became the majority owner of MotoGP in early 2024 after acquiring a controlling stake in Dorna Sports. This followed their majority takeover of Formula 1 in 2017, which dramatically expanded the sport’s global reach. Under Liberty Media’s guidance, F1 attracted large and younger audiences, bolstered by high-profile projects such as the Netflix docuseries “Drive to Survive.” The efforts produced record-breaking numbers in the U.S., with ESPN reporting all-time high average audiences for F1 races throughout 2025. These achievements raised expectations that MotoGP could experience similar growth.
Cautious Optimism and Warning Against Imitation
Despite optimism surrounding Liberty Media’s involvement, Carlos Ezpeleta has stressed that MotoGP should not mimic F1’s path directly. He pointed out the distinct landscape in which Formula 1 thrives, particularly referencing its extraordinary success in the United States, a market difficult to conquer even for globally dominant sports such as football.
Ezpeleta highlighted the importance of managing expectations and tailoring growth strategies to MotoGP’s specific realities. He expressed respect for Liberty Media’s overarching strategy but advocated for adaptations that consider MotoGP’s unique identity and audience dynamics. Ezpeleta noted that while MotoGP has notable advantages in some aspects, it also faces distinct challenges, requiring a measured approach regarding timelines and objectives.
“Formula 1 is a unique and exceptional case in the history of sport; we shouldn’t try to emulate it. We see that MotoGP has many advantages in some aspects, but not in others.”
– Carlos Ezpeleta, MotoGP Sporting Director
Potential Avenues for MotoGP’s Growth
Liberty Media’s proven expertise in transforming F1’s appeal has generated hope that MotoGP can benefit from new initiatives. The company’s first steps are reportedly aimed at delivering similar audience engagement, entertainment value, and global reach to the two-wheeled sport. Past successes include developing Netflix content and launching feature films that significantly elevated F1’s public profile, efforts led by former Liberty Media CEO Greg Maffei.
Derek Chang, Maffei’s successor, is expected to pursue comparable strategies for MotoGP. The presence of iconic athletes, such as Valentino Rossi and Marc Marquez, provides opportunities for compelling storytelling and wider marketability. With Liberty Media’s experience growing international sports properties, MotoGP anticipates expanded exposure for its riders and more passionate fans worldwide as new initiatives take shape.
What’s Next for Liberty Media’s MotoGP Vision?
While hopes are high for increased viewership and engagement, MotoGP’s leadership maintains that long-term success depends on respecting the sport’s individuality. Liberty Media faces the complex task of balancing its innovative growth plans with MotoGP’s established traditions and diverse fanbase. The global motorsport community will be watching to see how these ambitions unfold and whether the Liberty Media MotoGP growth strategy sets a new standard without losing what makes the sport unique.
