High-level visits and initial personnel measures
Although Sean Bratches, former head of marketing for Formula 1, was expected to attend, he did not show up at the event in Misano. Instead, Stefano Domenicali, president and CEO of Formula 1, appeared in the paddock. Among others, he met with Pramac team boss Paolo Campinoti and Aprilia CEO Massimo Rivola. The latter and Domenicali share a common past at Ferrari.
Parallel to the presence of the Liberty delegation, a team of auditors conducted interviews with Dorna employees to gain a comprehensive picture of the internal structures. As a result, around ten new positions have already been created at Dorna, particularly in the marketing department – a clear indication of the planned reorientation of the series.
Ceremonial changes and new supporting series
The first visible measures have already come into effect: a new starting ceremony, based on Formula 1, has been introduced. All riders line up before the race to the national anthem. Further changes concern the supporting program for MotoGP weekends. From next season, MotoE will no longer be a fixed part of the event. Instead, Harley-Davidson’s “Bagger World Cup” will take over the role of the electric class.
These adjustments are part of a long-term restructuring process that spans several areas – from technology and marketing to brand strategy. The focus will be clearly on MotoGP as the premier class.
Focus on the premier class: MotoGP ahead of Moto2 and Moto3
Similar to Formula 1 with its junior series F2 and F3, MotoGP will be given greater prominence over the lower classes in the future. A separation is already becoming apparent in terms of external image and infrastructure. From 2026, MotoGP teams will be given larger, permanently installed pit facilities at the racetracks. Moto2 and Moto3, on the other hand, will increasingly move into temporary structures – an approach that is already being practiced in some places.
Greater emphasis on MotoGP is also recommended in media coverage. Dorna has advised television partners to focus their coverage on the premier class. For example, if Marc Marquez wins another title at Motegi, he will be officially presented as a seven-time MotoGP world champion – previous successes in Moto2 and Moto3 will no longer be mentioned in external communications.
New streaming platform and Hall of Fame
Parallel to the structural changes, work is underway on a new streaming platform that will improve the user experience and completely eliminate technical failures by 2026 at the latest. Technical teams from both organizations are cooperating increasingly closely on this, particularly in the UK, where the Formula 1 broadcast center is located.
In addition, a new form of honor is being introduced with the “MotoGP Hall of Fame.” The prerequisite for admission is at least two MotoGP titles or 24 race wins. The aim of this award is to establish an exclusive group that will further strengthen the MotoGP brand profile. It complements the existing “MotoGP Legends” honor, but is clearly distinct in terms of content.
Conclusion
Liberty Media is making its first visible impact on MotoGP. While structural and organizational changes are already underway, it is clear that the US company wants to position the premier class of motorcycle racing in a similar way to Formula 1. The focus is on stronger branding, improved marketing, and a clear separation between main and secondary categories.
