Liberty Media’s acquisition of MotoGP earlier this week has signified a new era for two-wheeled racing as it hopes to “accelerate MotoGP growth” via a six-part blueprint.
On Monday when announcing the purchase, Liberty Media and Dorna reiterated that growth and expansion were the priority for MotoGP.
A slideshow presentation released by Liberty stated that MotoGP has a “significant opportunity to grow, especially in underpenetrated markets.”
The presentation also introduced a six-pronged plan to “accelerate” growth for the two-wheeled Grand Prix racing starting by leveraging “Liberty’s ability to scale leading global sports assets.”
Other facets of the plan included expanding in “Key growth markets” including the U.S., “amplifying marketing support and storytelling capabilities” and broadening the sport’s “reach and appeal to drive competition and boost commercial partnerships.”
As well as this, Liberty will look to “expose [the] sport to [a] wider fanbase and fuel value of entire ecosystem,” as well as improving the “hospitality and fan experience.”
Arguably, Liberty’s tried and tested model is Formula 1, a series that was shy to digital media, commercialisation and expanding into new markets and fan bases before it was acquired by its current owners in 2017.
MotoGP has tentatively taken steps in this direction, but the onus is now on Liberty to apply its blueprint to attain successful results with its new two-wheeled acquisition.
Liberty Media CEO and President Greg Maffei said in Monday’s press announcement that, “Carmelo [Ezpelrta] and his management team have built a great sporting spectacle that we can expand to a wider global audience.
“We intend to grow the sport for MotoGP fans, teams, commercial partners and our shareholders.”
Dorna CEO Carmelo Ezpeleta added that in regards to Liberty Media, the MotoGP parent company “Could not wish for a better partner to expand MotoGP’s fanbase around the world.”
Liberty Media referenced MotoGP’s existing fanbase within its presentation, revealing findings from a 2022 Global MotoGP Fan Survey, gaining valuable insights on fan demographics and behaviour.
The survey revealed that MotoGP has a “Highly engaged and loyal fanbase” with “92% [of] fans identifying as ‘avid’ followers, meanwhile, 82% have followed the sport for 6+ years and watch over 75% of all the races.”
It also discovered a disparity between ‘new’ and ‘old’ fan behaviour, citing that “heritage fans support multiple teams and riders,” whereas as fans under the age of 24 are “more likely to follow a specific rider.”
