MotoGP Sports Entertainment Group is Dorna’s new name
Dorna Sports, S.L. has announced it will officially be renamed MotoGP Sports Entertainment Group, a refreshed identity that’s meant to align with the future direction of the sport. For longtime fans who’ve known Dorna as the exclusive commercial and broadcast rights holder of MotoGP since 1992, the news lands as both familiar and forward-looking: the same organization, now telling the world it’s thinking beyond “just racing” and leaning harder into full-scale global entertainment.
From my perspective, this isn’t a cosmetic tweak—it’s a clear attempt to match what MotoGP already feels like when it’s firing on all cylinders: a sport with global cultural pull, built on innovation, spectacle, and a fanbase that lives online as much as it does trackside. The MotoGP Sports Entertainment Group name signals global ambition, positioning MotoGP as a world-leading sports entertainment platform rooted in “world innovation,” while still anchored to the on-track product that made all this matter in the first place.
MotoGP Sports Entertainment Group frames MotoGP as entertainment
The announcement makes it clear that the rebrand reflects the evolution of MotoGP from a premier racing championship into a global sports entertainment platform with worldwide cultural impact and resonance. It also follows the organization’s brand refresh in 2024, which set the tone for how MotoGP wants to present itself in the next chapter.
What stands out to me is the language: expanding beyond traditional motorsport boundaries, embracing digital innovation, building immersive fan engagement, pushing global storytelling, and exploring new forms of entertainment that complement what happens on the circuit.
Those aren’t throwaway buzzwords if they’re backed by real execution—because MotoGP is already one of the most visually and emotionally powerful racing products on the planet, and the ceiling gets higher when the sport tells better stories, reaches fans in smarter ways, and gives people more reasons to connect between race weekends.
Carmelo Ezpeleta put it plainly, and it’s the quote that defines the entire move: “The company name change is much more than a new identity – it is a statement of intent. MotoGP has grown far beyond just a championship; it has become a global entertainment property followed passionately around the world.” That’s the heart of the MotoGP Sports Entertainment Group announcement: keep the racing sacred, but elevate everything around it to meet a bigger global audience where they actually live.
MotoGP Sports Entertainment Group expands reach across every level
What I like about this announcement is that it doesn’t pretend the organization is changing what it does day-to-day—it reinforces it. The MotoGP Sports Entertainment Group will continue leading the commercial, sporting, and fan engagement development of MotoGP, Moto2, Moto3, and the Road to MotoGP programmes. It also continues its role with the World Superbike Championship, while adding momentum behind the newly created Harley-Davidson Bagger World Cup.
The transition is also tied to long-term strategic initiatives designed to strengthen MotoGP’s reach across continents, broaden its appeal to younger and more diverse audiences, and elevate the fan experience both on and off the track. If you’ve watched how modern sports grow, this is the blueprint: protect the core competition, then expand the culture around it—content, access, digital-first experiences, and the kind of storytelling that turns riders into global stars.
Ezpeleta’s second quote locks in the ambition while still nodding to tradition: “As MotoGP Sports Entertainment Group, we are building on years of continuous growth to accelerate innovation and global expansion, while always preserving the spirit and values that define our sport.”
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