Story Highlight
– Liberty Media acquires 84% stake in Dorna Sports.
– Management changes occur in commercial and marketing departments.
– Collaboration between Dorna and Liberty Media begins.
– Focus on expanding fan interest and sponsorship opportunities.
– Europe remains core market, with new venues explored.
Full Story
The European Commission’s approval of Liberty Media’s acquisition of an 84% stake in MotoGP promoter Dorna Sports has prompted initial organisational changes within the company. The restructuring primarily affects the commercial and marketing departments, signalling a focused effort from Liberty Media in these areas.
Following the completion of the transaction, several members from Liberty Media’s board and management team—including Chase Carey and Sean Bratches, both of whom previously contributed to Formula 1—have joined Dorna’s board of directors. They will work alongside Carmelo Ezpeleta, the chief executive of Dorna, and Enrique Aldama, the company’s managing director of operations and finance. This board is responsible for overseeing the organisation’s strategic direction.
Dan Rossomondo has been appointed Chief Commercial Officer at Dorna Sports, overseeing the MotoGP operations since 2023. Previously employed by the NBA, Rossomondo will retain his role as Chief Operating Officer for the MotoGP. As discussions between Dorna and Liberty progress, the specifics of the deal had been pending earlier EU approval, which delayed detailed comments from the involved parties.
With a new chapter on the horizon for MotoGP, questions arise regarding potential alterations under its new ownership and whether strategies akin to those in Formula 1 will be adopted. Rossomondo stated, “They understand and we understand that the same script doesn’t necessarily work twice. It has to be unique for our sport. We have many stakeholders that are simply different from those in their sport.”
He observed, “The people from Liberty are very smart. They know they have something unique and they don’t want to disrupt that. I think they will take considerable time to understand the business and to grasp who we are.” He added, “I don’t believe they will try to commodify the sport. They see certain patterns in both business areas that would make sense and that we could capitalise on, but it can’t be the same.”
Rossomondo acknowledged that Liberty Media’s experience in Formula 1 could provide valuable insights for enhancing MotoGP’s visibility. Increased interest from fans could attract sponsors, investors, and new partners, ultimately boosting financial returns, as the surge in Formula 1 has brought in numerous new sponsors.
“We need to focus significantly on non-endemic partnerships,” he remarked. “We do our job well, but we need to improve further so that brands will say: ‘I want to use MotoGP to market my product.'” As it stands, only 26% of MotoGP sponsors are non-endemic, with the rest closely tied to the motorcycle or motorsport industries.
As Dorna looks to expand its presence beyond Europe, the continent remains central to MotoGP. Recent years have seen the Formula 1 calendar grow to 24 races, with the addition of races in Miami and Las Vegas alongside the long-standing venue in Austin. MotoGP is also adjusting its own schedule, with a return to Brazil for the first time since 2004, and a switch for the Argentina race from Termas de Rio Hondo to Buenos Aires by 2027.
Rossomondo commented, “We are always keen to expand our presence outside our core market in Europe. We can bring the sport to Indonesia, Malaysia, and Thailand—and next year to Brazil—exposing it to new audiences.” However, he acknowledged the importance of maximising the potential of existing venues in Europe. “Do we want more markets for racing? Absolutely. But we must also ensure that we leverage everything possible from the current tracks,” he explained.
In the coming years, Europe is set to continue as the focal point of the championship, with Dorna actively pursuing additional events in South America, as seen with the upcoming races in Brazil and Buenos Aires. Additionally, Liberty’s experience could be pivotal in navigating the challenging US market.
