{"id":683863,"date":"2026-05-20T22:09:12","date_gmt":"2026-05-20T22:09:12","guid":{"rendered":"https:\/\/www.newsbeep.com\/au\/683863\/"},"modified":"2026-05-20T22:09:12","modified_gmt":"2026-05-20T22:09:12","slug":"high-risk-and-hair-raising-how-motogp-aims-to-hook-new-fans","status":"publish","type":"post","link":"https:\/\/www.newsbeep.com\/au\/683863\/","title":{"rendered":"High-risk and hair-raising: how MotoGP aims to hook new fans"},"content":{"rendered":"

The Catalan Grand Prix offered a concentrated example of what MotoGP<\/a> does best and what it is now trying to sell more widely. There was speed, unpredictability and risk, but also the kind of spectacle that travels quickly beyond the sport\u2019s core audience.<\/p>\n

While the majority of the 74,890 people in the Circuit de Barcelona<\/a>-Catalunya might have felt relieved on Sunday evening knowing that Alex M\u00e1rquez and Johann Zarco<\/a>\u2018s physical ailments were miraculously light in relation to the severity of their misfortune, there was also the uncomfortable but thrilling reminder of how ferocious and perilous MotoGP<\/a> can be.<\/p>\n

Imagery of the spectacular crashes has likely been seen more than Fabio Di Giannantonio<\/a>\u2018s two impressive overtaking moves to celebrate his first victory in two years.<\/p>\n

Love or loathe the precarity, there\u2019s little doubt that Catalunya 2026 will stick in the memory.<\/p>\n

For those inside MotoGP<\/a>\u2018s commercial structure, that combination of those factors is not incidental. It is central to how the championship believes it can grow.<\/p>\n

Moments from Barcelona<\/a> circulated widely. They reinforced an image MotoGP<\/a> is increasingly willing to foreground: a sport defined by intensity and exposure to risk, where outcomes can turn quickly and consequences are visible.<\/p>\n

MotoGP\u2019s leadership sees that as an asset. The challenge is turning it into something scalable.<\/p>\n

For a number of years, MotoGP Group\u2019s marketing department amounted to just a few individuals and fulfilled more of a client data compilation role as the company relied on its broadcasters and event promoters \u2013 as well as a certain Valentino Rossi<\/a> \u2013 to do more of the heavy lifting.<\/p>\n

\"Enea<\/p>\n

Liberty\u2019s F1-style influence is already being felt in MotoGP<\/p>\n

\n Red Bull\n <\/p>\n

There was scarce experience or specialists compared to other globe-spanning sports.<\/p>\n

That began to change in 2023 when the firm hired American former NBA salesman Dan Rossomondo, who prioritised internal structure and recruitment. Former Red Bull<\/a> Racing marketing director Kelly Brittain was hired at the end of 2024 to head the new look marketing direction and was joined by fellow Briton, former Manchester United director of communication, Michael Gibson, in 2025.<\/p>\n

Walk into any MotoGP paddock in 2026 and you\u2019ll be met with a high, long, multi-coloured and fluorescent mural of intense rider mugshots. Stroll around and there are graphic totem towers of \u2018x-ray\u2019 helmets and brains and the words \u2018Wired Different\u2019.<\/p>\n

It is the first concise marketing campaign by MotoGP Group to present the championship in a way that is difficult to ignore or to forget. Created by London agency Ultra, it is also the prominent opening gesture of how MotoGP is finally starting to pivot towards new tactics, methods and attitudes to chase growth beyond the live TV figures.<\/p>\n

The intention is to build internal capability that MotoGP historically lacked: a coordinated approach to brand, audience growth and content strategy.<\/p>\n

\u201cI was bought onboard by MotoGP, or Dorna as it was then, and a company that already had growth ambitions before it was bought by Liberty,\u201d Brittain told Motor Sport from her office in the Catalan GP paddock.<\/p>\n

\u201cWhat we want \u2014 and need \u2014 for MotoGP is what Liberty want to see, so there hasn\u2019t been any clashes or a feeling that we had parallel plans.\u201d<\/p>\n

Liberty Media\u2019s acquisition of a controlling stake in MotoGP has inevitably shaped perceptions of where the sport is heading. Formula 1<\/a>\u2018s expansion under Liberty provides a recent and highly visible reference point, and comparisons are difficult to avoid.<\/p>\n

\"Johann<\/p>\n

Liberty acquired MotoGP in 2025<\/p>\n

\n Red Bull\n <\/p>\n

Within MotoGP, there is an awareness of that scrutiny. Questions around how much Liberty will influence the sport, whether it will adopt a similar commercial model, and how far it might shift toward entertainment-driven presentation are widely discussed.<\/p>\n

Brittain rejects the idea of a direct copy. \u201cI think a lot of people don\u2019t want to hear that,\u201d she quickly adds, on the subject of Liberty\u2019s involvement being influential rather than intrusive \u201cand have made up their mind already about what Liberty are going to do to the sport and how they are going to F1-it and do X-Y-Z.\u201d<\/p>\n

Brittain characterises the relationship as collaborative rather than directive. \u201cIt doesn\u2019t feel like they\u2019ve come in to strip things back or force a particular model,\u201d she says. \u201cThey are looking at long-term growth.\u201d<\/p>\n

She also pushes back against the assumption that MotoGP will follow Formula 1\u2019s path directly. \u201cWe\u2019d be naive not to look at what worked elsewhere,\u201d she says. \u201cBut we are a different sport, with a different fanbase and different roots and slightly different fandom and fan insight. What we need to do is make sure that we speak to that insight and not the F1 insight.\u201d<\/p>\n

Even so, the broad areas of focus are familiar. Media rights contracts brought in 45% of MotoGP\u2019s \u20ac462 million (\u00a3400m) in revenue in 2024 and satisfy a loyal and dedicated audience but they cannot accelerate the metrics that the series is now pursuing with Liberty Media as overseer.<\/p>\n

That includes a reassessment of how content is created and distributed. MotoGP has historically maintained tight control over video, limiting how teams, riders and third parties can use footage. While that has protected broadcast value, it has also constrained reach in an environment increasingly driven by digital and social media \u2014 something Brittain acknowledges needs to change.<\/p>\n

\u201cThere is a trend across sport of opening up content,\u201d she says. \u201cIf you look at what the NFL and NBA have done, they have opened the doors a little bit around their footage and given it to teams and athletes. I think it is definitely something we need to consider.\u201d<\/p>\n

\u201cNow we\u2019re under the Liberty umbrella, a lot of people say to us: \u2018Why don\u2019t you just do a Ride to Survive?\u201d<\/p>\n

Long-form storytelling is another area under evaluation. The success of documentary-style series in other sports has prompted internal discussions about how MotoGP might translate its own narratives into formats that extend beyond race weekends.<\/p>\n

\u201cNow we\u2019re under the Liberty umbrella, a lot of people say to us: \u2018Why don\u2019t you just do a Ride to Survive?\u2019,\u201d Brittain admits. \u201cI think it is the thing I have heard the most, and it\u2019s absolutely something we were looking at before Liberty came on board and what they are keen for us to explore.\u201d<\/p>\n

\u201cIt\u2019s something we were exploring even before Liberty,\u201d Brittain says. \u201cThe key is making sure it fits MotoGP.\u201d<\/p>\n

Liberated<\/p>\n

At 4.2 billion euros (\u00a33.6bn) for 86% of a series, the price paid for MotoGP represents a significant outlay. But Brittain states that Liberty is not in a rush for an immediate return on its investment.<\/p>\n

\u201cThey are here for the long-term and are investing long-term and are supporting the business with a long-term view,\u201d she says. \u201cIt doesn\u2019t feel like a typical piggybacked industry where they will come in and rip a bunch of costs out of the business and bleed it hard and sell it off.\u201d<\/p>\n

MotoGP coming into Liberty\u2019s portfolio has enriched the networking potential, an essential crutch in the business world.<\/p>\n

\u201cLiberty\u2019s involvement increased interest from agencies that want to work with us and brands that want to work with us, but also the talent,\u201d Brittain states.<\/p>\n

MotoGP is braced or waiting for more Liberty-ism.<\/p>\n

The abandonment of popular but underdeveloped race circuit Phillip Island<\/a> for a very F1-style Australian GP at Albert Park<\/a> for 2027 was seen as the first dramatic sign of \u2018betrayal\u2019.<\/p>\n

\"Jorge<\/p>\n

Moving away from Phillip Island has not been a popular decision<\/p>\n

\n Red Bull\n <\/p>\n

MotoGP Group CEO Carmelo Ezpeleta is now 79 years old, and although his son, CSO Carlos, has been manning much of the operational tiller for the last five years, there is a sense that a figurehead change of leadership is on the horizon.<\/p>\n

Carmelo has commented that the agreed quantity of 22 grands prix with the FIM and the teams will not balloon and reach F1\u2019s year-long calendar; however, he claimed in a press briefing prior to the Catalan GP that MotoGP could stage 27 events with the current level of interest from countries and circuits.<\/p>\n

Brittain was working in F1 when the Liberty change happened, so there is a sense of deja vu, even if the landscape is not the same: MotoGP is smaller, lacks the scope of the billion-dollar automobile industry, is a more extreme and edgier product, is far less anglicised and much more racing rather than business-oriented.<\/p>\n

Brittain also pushes back on the notion that Liberty\u2019s F1 moulding should be evaluated negatively. \u201cWhile the purists might feel that something has been detracted you cannot argue that 10 times the growth in fans and 10 times the amount of people being able to turn on a TV or open an app and enjoy what they are seeing is a bad thing. And I\u2019m not talking about the income being through the roof, I\u2019m talking about people\u2019s time and enjoyment and accessibility to the sport and that\u2019s ultimately what we are trying to do.\u201d<\/p>\n

On track, several recent developments predate Liberty\u2019s involvement. The introduction of sprint races and the planned transition to 850cc machinery in 2027 were agreed independently, aimed at controlling costs, improving safety and maintaining competitive balance.<\/p>\n

Even so, the cumulative effect of these changes contributes to a broader sense that MotoGP is entering a new phase.<\/p>\n

\"Brad<\/p>\n

MotoGP\u2019s marketing team says it\u2019s not trying to copy F1<\/p>\n

\n Red Bull\n <\/p>\n

\u00a0<\/p>\n

Spreading the message<\/p>\n

For Gibson, the immediate priority is less about structural change and more about visibility.<\/p>\n

\u201cI think MotoGP has to start showing up in places where it currently doesn\u2019t,\u201d he says. \u201cPeople who experience it understand what it is very quickly. The challenge is getting them there.\u201d<\/p>\n

Gibson\u2019s job is to attempt to relay this pulse. He claims the two principal routes are getting people to see and hear the \u2018wow\u2019 of MotoGP firsthand, and then learn about some of the lesser-known athletes that push personal boundaries and live stressful, high-risk existences.<\/p>\n

\u201cThere are probably multiple ways of trying to explain the sport but none of it is as compelling as seeing it in real life. That\u2019s the conversion for us now. I think it\u2019s compelling on TV but seeing it in reality is almost shocking.\u201d<\/p>\n

Outside of the circuits, Gibson knows he and MotoGP Group have to make the unrelatable relatable.<\/p>\n

\u201cThe one thing that always keeps coming through is that the average person cannot do this,\u201d he says. \u201cMost people can pick up a football and go to a park, people can pick up a racket and hit a ball; the average person cannot compete in this sport, and the people and the riders that surround it are truly special.\u201d<\/p>\n

MotoGP needs to bang the drum with outlets to maximise \u2018earned\u2019 media coverage, \u201cbut that takes time,\u201d he admits.<\/p>\n

\"Diogo<\/p>\n

Boosting the sport\u2019s presence will take time<\/p>\n

\n Red Bull\n <\/p>\n

The aim is to broaden the points of connection without diluting the core appeal of the racing itself.<\/p>\n

At the same time, MotoGP is exploring how to engage with digital creators and online platforms. The growth of influencer-led media presents an opportunity for reach, but also raises questions about control and consistency.<\/p>\n

Gibson says: \u201cThis whole growth of online media is more and more important: how do we embrace that without saturation, and making sure the stories we want to tell have integrity? That\u2019s the danger now because things can be clipped up or taken out of context and we want to make sure the sport is positioned right. Embracing that online world is part of the future and we are doing it cautiously and with the right outlets.\u201d<\/p>\n

There is a long track ahead, as MotoGP needs to redirect some of the zeal for racing that helped bloom and fuel a 4.2bn entity into one with more business and brand acumen.<\/p>\n","protected":false},"excerpt":{"rendered":"The Catalan Grand Prix offered a concentrated example of what MotoGP does best and what it is now…\n","protected":false},"author":2,"featured_media":683864,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[572],"tags":[64,63,52817,5745,806,805,803,804,85],"class_list":["post-683863","post","type-post","status-publish","format-standard","has-post-thumbnail","category-motosport","tag-au","tag-australia","tag-liberty-media","tag-motogp","tag-motor","tag-motor-sports","tag-motosport","tag-motosports","tag-sports"],"_links":{"self":[{"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/posts\/683863","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/comments?post=683863"}],"version-history":[{"count":0,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/posts\/683863\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/media\/683864"}],"wp:attachment":[{"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/media?parent=683863"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/categories?post=683863"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/tags?post=683863"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}