Dorna Sports changes its name and redefines its objectives

Dorna Sports, the company holding the commercial rights to the MotoGPThe company is putting its name on hold. As announced this Monday in a press release, on the eve of the 2026 season, Carmelo Ezpeleta's company is becoming MotoGP Sports Entertainment Group (SEG). This rebranding aims to clarify the organization's ambitions, transforming the MotoGP World Championship into an entertainment platform by focusing its efforts on marketing.

One year after the introduction of the championship's new visual identity, designed to be more modern, this latest change reflects a desire to prioritize the growth of MotoGP's popularity. This mirrors the successful transformation of the... Formula 1 under the aegis of Liberty Media, the company's new main shareholder.

« The name change is much more than a new identity; it's a statement of intent. MotoGP has become much more than just a championship; it's now a global entertainment event followed with passion worldwide., says Carmelo Ezpeleta, CEO of the group, via the official announcement. As MotoGP Sports Entertainment Group, we build on years of continuous growth to accelerate innovation and global expansion while preserving the spirit and values ​​that define our sport ».

Acquired by Liberty Media last summer, MotoGP aspires to follow the upward trajectory of F1. Thus, MotoGP SEG's strategy will be to adopt digital innovation, immersive fan engagement, global storytelling and new forms of entertainment that complement the on-track spectacle.

« This transition is part of long-term strategic initiatives aimed at strengthening MotoGP's presence on all continents, broadening its appeal to a younger and more diverse audience, and improving the fan experience both at the track and at home. », Underlines the press release.

The group will continue to lead the commercial, sporting, and fan engagement development of MotoGP, Moto2, and Moto3, as well as the Road to MotoGP program, which focuses on the junior categories in the Grand Prix pathway. In parallel, it will pursue the same objectives with the World Superbike Championship (WorldSBK) and the new category straight from the United States: the Harley-Davidson Bagger World Cup.

ALSO READ > MotoGP has officially launched its season on the streets of Kuala Lumpur