Liberty Media announced on Monday the acquisition of MotoGP, which now joins Formula 1 in its portfolio. Many details of the deal and the intentions of the American group for the premier class of two wheels are not yet known. However, looking at the example of F1, it’s possible to get some ideas of what might be to come.
Leadership
When Liberty Media took over F1 in 2017, one of the immediate actions was the departure of Bernie Ecclestone from the position of CEO of the championship. He was replaced by Chase Carey, appointed by Liberty Media, who remained in office until he was replaced by Stefano Domenicali in early 2021.
However, the statement announcing the purchase of MotoGP makes it clear: Dorna Sports will keep its independence, and Carmelo Ezpeleta will stay, along with his team, in the position of CEO he has held since 1994 with considerable success.
Audiences
In recent years, especially after Valentino Rossi’s departure, MotoGP has lost some fans. It’s a normal process, with fluctuations in audience numbers throughout the eras.
If there’s one thing Liberty Media has shown with F1, it’s that it’s possible to regain and rapidly expand the audience. The sporting product of the pinnacle of motorsport is far from the best.
In the seven years of American management, there was initially a clear dominance of Lewis Hamilton and Mercedes, and now there’s an intense period of Red Bull and Max Verstappen’s monopoly. The cars are far from allowing direct battles and frequent overtaking, due to its large dimensions and detrimental aerodynamic effects.
The growth of aerodynamics in MotoGP is also creating some issues in the quality of race spectacle, but there are already ideas to reduce aerodynamics in the future.
And the on-track spectacle of MotoGP is still more exciting than it has been in F1 lately: there are many different winners and podium finishers each season, from factory teams and independents, not from a restricted group as in F1.
The base that Liberty Media finds in MotoGP to foster public interest is, from a sporting point of view, stronger than what it still has in F1. Therefore, it is expected that with what surrounds the races themselves, there will be a replication of the increase in fans and followers.
Americanization and entertainment
The surge in F1 audiences with Liberty Media was largely due to the implementation of American culture, blending it with the championship’s potential. Besides sport, much emphasis was placed on entertainment and dramatization behind the scenes with the Netflix series «Drive to Survive».
New audiences were gained worldwide and in the United States – where F1 currently has three rounds – and also from other age groups and backgrounds that weren’t necessarily interested in the sport before. It was a successful formula that Liberty Media could very well apply to MotoGP.
Indeed, the premier class of motorcycle racing was already taking steps in that direction with the arrival of Trackhouse Racing or the appointment of Dan Rossomundo as commercial director in April 2023. And in recent months, some personalities in the paddock have already talked about the need to have a second GP in the USA.
It’s not just about Americanization or presence in that country to consider, but also about promoting entertainment and closeness to the public. MotoGP has already followed in F1’s footsteps in bringing riders closer to fans thanks to the program introduced last year that goes beyond the Sprint race – Sundays now include a morning parade for fans with the riders along the track.
New manufacturers
Currently, the MotoGP grid consists of 11 teams, with two slots reserved by Dorna for factory teams. But could Liberty Media have any influence on the interest of new constructors in entering the championship?
Let’s look at the case of F1. The new power unit regulations created for 2026 have already led to the historic return of Audi with a factory team and the return of Ford (in association with Red Bull) and Honda as power unit manufacturers.
There is also strong interest from Cadillac, in a joint project with Andretti, but it continues to face resistance from F1 and current teams to materialize.
However, it is evident that the work carried out by Liberty Media is generating interest. There are six power unit manufacturers signed up for 2026, with the potential for seven if Cadillac realizes its plans in the longer term future. When Liberty Media took over, there were only four.
In MotoGP, work is already underway on very different regulations for 2027, which will affect fairing, chassis, and engine – with a potential displacement reduction. Like in F1, sustainable fuels are also being implemented.
Currently, BMW is in contact with Dorna for a potential project. And Pierer Mobility is not ruling out bringing MV Agusta to MotoGP in a project separate from KTM’s. Could Liberty Media attract even more interest – especially from American constructors? Only time will tell, but work like that done in F1 could make it possible.