Liberty Media’s recent acquisition of 84% of Dorna, the group controlling MotoGP rights, promises to increase the championship’s global reach while preserving its distinctive identity. With approval from the European Commission finalized less than a month ago, the company is now focusing on expanding MotoGP without mimicking Formula 1’s approach.
Shift in Dorna’s Commercial Approach Since Liberty Media Takeover
Since Liberty Media took control, significant changes have occurred within Dorna, particularly in commercial and marketing divisions. Dan Rossomondo, MotoGP’s chief commercial officer, who came from the NBA just over two years ago, plays a central role in directing these efforts. The acquisition drew prolonged antitrust scrutiny from Brussels, limiting communication until clearance was granted, but momentum is growing as the championship adapts to new ownership.
Adapting Expansion Strategies to Fit MotoGP’s Unique Characteristics
Liberty Media respects MotoGP’s unique nature and does not intend to replicate the strategies used in Formula 1. Rossomondo emphasized this distinction in an interview with Blackbook Motorsport, stating,
“Liberty and I both understand that the same strategy doesn’t necessarily work twice. It has to be unique to our sport. We have a set of characteristics that are different from theirs [F1],”
—Dan Rossomondo, Chief Commercial Officer of MotoGP.
He further highlighted Liberty’s careful approach, saying,
“The people at Liberty are very smart; they know they have something unique and don’t want to ruin it. I believe they’re going to spend a lot of time understanding the business and who we are. I don’t think they’re going to try to overly commercialise the sport. They recognise certain patterns across both properties that might make sense and that we could take advantage of, but they can’t be the same.”
—Dan Rossomondo, Chief Commercial Officer of MotoGP.
Leveraging Liberty Media’s Experience While Focusing on Organic Growth
Rossomondo recognizes that Liberty’s background with Formula 1 offers useful insights to help increase MotoGP’s popularity and attract a broader sponsor base. This expansion aims to raise overall revenue by convincing non-endemic brands to invest in the sport.
“We need to focus on non-endemic partnerships. We’re doing very well, but we have to get brands to say: ‘I want to use MotoGP to market my product.’ [Liberty] can help us open doors and provide strong case studies based on what they’ve done with other properties, but we are the ones who really have to do the work,”
he explained. —Dan Rossomondo, Chief Commercial Officer of MotoGP.
Expanding MotoGP’s Geography While Optimizing Established Venues
The push for global expansion takes inspiration from Formula 1’s recent journey into new markets. Rossomondo shared plans to increase MotoGP’s footprint beyond Europe, with upcoming races in Brazil complementing existing events in Southeast Asia, including Indonesia, Malaysia, and Thailand.
“We’re always looking to expand our presence outside of Europe, but we also have to feed the beast,”
he said.
He also acknowledged the importance of strengthening current European venues, noting,
“But when we arrive in Europe, the perception is different. Would we like to have more markets to compete in? Absolutely. But we also need to make sure we’re getting the most out of the circuits we already have.”
—Dan Rossomondo, Chief Commercial Officer of MotoGP.
The Road Ahead for MotoGP’s Growth Under Liberty Media
Liberty Media’s acquisition marks a new chapter focused on measured growth without sacrificing MotoGP’s core appeal. By blending Liberty’s experience with a tailored, sport-specific plan, MotoGP aims to expand globally while enhancing engagement within established markets. This balance could help the championship evolve sustainably, attract diverse sponsors, and broaden its fan base in the years to come.