MotoGP Sports Entertainment Group Unveils New Identity, Signaling Global Ambition
In a significant corporate announcement today, Dorna Sports, S.L. has officially rebranded as MotoGP Sports Entertainment Group. This strategic renaming reflects the organization's continuous evolution and robust growth, building on its legacy as the exclusive commercial and broadcast rights holder of MotoGP since 1992. The change underscores a clear vision for the future, positioning the entity beyond its traditional motorsport roots.
This rebranding initiative follows the comprehensive brand refresh undertaken in 2024. It encapsulates the group's ambitious strategy to transcend conventional racing boundaries, embracing cutting-edge digital innovation, deeply immersive fan engagement, expansive global storytelling, and novel entertainment formats that enhance the on-track spectacle. The new name itself signals the organization's global ambition, aiming to expand MotoGP’s stature as a world-leading sports entertainment platform powered by innovation.
Accelerating Innovation and Global Expansion
The transformation signifies a strategic pivot from a premier racing championship to a global sports entertainment platform with widespread cultural impact. This evolution is designed to strengthen MotoGP’s reach across continents, broaden its appeal to diverse audiences, and elevate the fan experience both at the circuit and off it.
Carmelo Ezpeleta, CEO of MotoGP Sports Entertainment Group, articulated the profound significance of this change. "The company name change is much more than a new identity - it is a statement of intent," Ezpeleta remarked. He further elaborated, "As MotoGP Sports Entertainment Group, we are building on years of continuous growth to accelerate innovation and global expansion, while always preserving the spirit and values that define our sport."
Comprehensive Portfolio Across Elite Motorcycle Sport
The newly named group will maintain its pivotal role in spearheading the commercial, sporting, and fan engagement development across its extensive portfolio. This includes the pinnacle of two-wheeled racing, MotoGP, alongside Moto2, Moto3, and the vital Road to MotoGP programmes that nurture future talent.
Furthermore, MotoGP Sports Entertainment Group will continue to oversee the World Superbike Championship and the recently introduced Harley Davidson Bagger World Cup. Through world-leading racing and innovative entertainment, the organization connects millions of fans to one of the most compelling and dynamic sports worldwide, solidifying its influence across every tier of elite motorcycle competition.
