Liberty Media announced on Monday the acquisition of MotoGP, which now joins Formula 1 in its portfolio. Many details of the deal and the American group’s intentions for the premier two-wheeled category are not yet known. However, looking at the example of F1, some ideas of what may be coming can be gleaned.
Liberty Media announced on Monday the acquisition of MotoGP, which now joins Formula 1 in its portfolio. Many details of the deal and the American group’s intentions for the premier two-wheeled category are not yet known. However, looking at the example of F1, some ideas of what may be coming can be gleaned.
However, the statement announcing the purchase of MotoGP makes it clear: Dorna Sports maintains its independence and Carmelo Ezpeleta remains, along with his team, in the position of chief executive he has held since 1994 with great success.
Audiences
In recent years, and particularly after the departure of Valentino Rossi, MotoGP has lost some fans. It’s a normal process, with ups and downs in viewership throughout the eras.
If there’s one thing that Liberty Media has shown with F1, it’s that it’s possible to regain audience and do so quickly. The sporting product of the top class of motorsport is far from being the best.
In the seven years of American management, there was initially a clear dominance by Mercedes and Lewis Hamilton, and now there is a period of intense monopoly by Red Bull and Max Verstappen. The cars are far from conducive to direct battles and frequent overtaking, with large dimensions and detrimental aerodynamic effect.
The growth of aerodynamics in MotoGP is also creating some problems in the quality of the racing spectacle, but there are already ideas to reduce aerodynamics in the future.
And the on-track spectacle of MotoGP is, nonetheless, more exciting than it has been in F1 lately: there are many different winners and podium finishers each season, from official and independent teams, and not from a restricted group as in F1.
The foundation that Liberty Media finds in MotoGP to foster public interest is, from a sporting point of view, stronger than what it still has in F1. Therefore, it is expected that with what surrounds the races themselves, the increase in fans and followers will be replicated.
Americanization and spectacle
The F1’s audience boom with Liberty Media was largely due to the implementation of American culture, mixing it with the championship’s potential. In addition to the sport, much emphasis was placed on the entertainment side and the dramatization of the backstage with the series “Drive to Survive” on Netflix.
Audiences were gained in the United States of America – where F1 currently has three rounds – and also from other age groups and contexts that were not necessarily interested in the sport before. It was a successful formula that Liberty Media could very well apply to MotoGP.
Indeed, the premier class of motorcycle racing was already taking steps in that direction with the arrival of the Trackhouse Racing team or the appointment of Dan Rossomundo as commercial director last April. And in recent months, some figures in the paddock have already spoken about the need for a second GP in the USA.
It’s not just Americanization or presence in that country that needs to be taken into account, but also promoting entertainment and closeness to the audience. MotoGP has already been following in F1’s footsteps in bringing riders closer to fans thanks to the program introduced last year that goes beyond the Sprint race – Sundays now include a morning parade for fans along the track with the riders.
New manufacturers
Currently, the MotoGP grid has 11 teams, with two spots that Dorna reserves for factory teams. But could Liberty Media have any influence on the interest of new manufacturers entering the championship?
Let’s look at the case of F1. The new power unit regulations created for 2026 have already led to the historic return of Audi with a factory team and the return of Ford (in partnership with Red Bull) and Honda as power unit manufacturers.
There is also strong interest from Cadillac, in a joint project with Andretti, but it continues to face resistance from F1 and current teams to materialize.
Either way, it is clear that the work done by Liberty Media is generating interest. There are six power unit manufacturers signed up for 2026, with the potential for seven if Cadillac realizes its longer-term plans in the future. When Liberty Media arrived, there were only four.
In MotoGP, work is already underway on very different regulations for 2027, affecting fairing, frame, and engine – with a potential reduction in displacement. Like in F1, sustainable fuels are also being implemented.
Currently, BMW is in contact with Dorna for a possible project. And at Pierer Mobility, they do not rule out bringing MV Agusta to MotoGP in a separate project from KTM’s. Can Liberty Media attract even more interest – especially from American manufacturers? Only time will tell, but work like that done in F1 could make it possible.
