Liberty Media recently acquired 84% of MotoGP rights holder Dorna, a deal that took some time to get over the line due to regulatory approval. Since Liberty came onboard, there’s already been a noticeable push in MotoGP’s commercial and marketing divisions—the primary focus for Liberty at this early stage.
Dan Rossomondo, MotoGP’s chief commercial officer, says Liberty Media knows MotoGP is unique and won’t just copy Formula 1’s playbook to boost popularity. While there might be some crossover in commercial strategies, Rossomondo is clear that what works for F1 can’t just be transplanted to MotoGP. Liberty “knows they have something unique and don’t want to ruin it,” so they plan to spend a lot of time learning about MotoGP before making any major changes. The aim is not to over-commercialize or erode the spirit of the sport, but to use Liberty’s experience to spot ideas that might actually benefit MotoGP without changing its core character.
Rossomondo also highlights that Liberty’s global business connections and F1 case studies can help open doors and attract new sponsors, especially from outside the world of motorsports. However, the task of actually growing the championship’s reach and revenue still rests with MotoGP itself.
International expansion is also on the agenda. Inspired by F1’s increased global presence, MotoGP wants to keep growing outside Europe, with races in Indonesia, Malaysia, Thailand, and Brazil already in or lined up for the calendar. But Rossomondo adds it’s equally important to maximize returns from the existing circuits, not just race in more countries for the sake of it.
