With the acquisition of MotoGP by the rights holders of Formula 1, Liberty Media, a new direction is being given to the world of two-wheeled racing. This transaction, which is expected to be completed in 2024 if approved by the relevant authorities, would mean that Liberty Media would no longer dominate only the world of Formula 1 and would extend its empire to MotoGP, taking control of 84% of Dorna. What could be the repercussions for MotoGP?
Paths that, moreover, closely resemble the action plan implemented by Dorna’s marketing chief, Dan Rossomando, an American like the men of Liberty Medium, and taken to the NBA to drive the following strategies…
Firstly, it is about increasing presence on social networks. The difference is evident when we compare the popularity of the iconic figures of F1 and MotoGP on Instagram: Lewis Hamilton dominates with 36.7 million followers, while Marc Marquez, the main figure of MotoGP, has 7.1 million. The official F1 account has reached 27.7 million subscribers, compared to 15.6 million for MotoGP. Even more surprising is the fact that Valentino Rossi, although retired from the circuits, has 16.1 million followers, far surpassing the second most followed rider, Fabio Quartararo, with 2.1 million. Liberty Media’s mission? Create new figures to capture the attention of young people, using the recipe that has already proven successful in F1.
Afterwards, we know that the series “Drive to Survive” on Netflix gave an invaluable boost to F1, despite some criticisms. Next to it, MotoGP’s attempts, such as “MotoGP Unlimited” or “There Can Be Only One”, leave a pale impression. The only one that comes close, “Marc Marquez – All In”, is mainly aimed at fans of the eight-time world champion. However, MotoGP is full of interesting characters. What was successful in F1 can work wonders in MotoGP, as long as they have the means to do so.
Finally, considering the nationality of the leaders, it is about re-enchanting America. Historically, American riders have left their lasting mark on the world motorcycle championship, unlike their F1 counterparts. While F1 has long sought its place on American soil, with mixed results, MotoGP has offered some legendary moments, such as the legendary duels at Laguna Seca. In 2013, MotoGP had three races in American territory, a feat that F1 only matched ten years later, already under the auspices of Liberty. With an American team, TrackHouse, within the project, Liberty has everything to win the hearts of Americans.
