MotoGP and the Liberty Media revolution that will also make Superbike shine

We are at a turning point, and the recurring question is: how will MotoGP change and, as a result, its little sister Superbike?

The arrival on the bridge of command of the new operator Liberty Media, the same promoter as Formula 1, has so far produced almost invisible effects. Even calling it a “new operator” isn’t quite correct, because operational control of MotoGP is still in the hands of Dorna, and more precisely in those of Carmelo Ezpeleta, who has been steering the dynamics of our sport globally since 1992. For now, Liberty Media can rather be defined as the “new majority shareholder,” holding nearly 90% ownership.

On the sporting side, nothing has happened so far. The technical regulations will undergo a fairly radical shift in 2027, with 850 cc engines instead of 1000 cc, less electronics, and a ban on the latest technical contrivances, such as ride-height devices and the most extreme aerodynamics. But all of that had already been decided before Liberty Media arrived, by the MSMA, that is, the manufacturers themselves. In MotoGP, in fact, the competitors make the rules directly, whereas in Formula 1 there are top-tier engineers (super well-paid...) who write the technical regulations, incorporating the promoter’s wishes. It makes all the difference in the world, but we’ll have time to discuss it again, since the 2027 dish is already in the oven. Still, something, beneath the surface, is beginning to happen...

It’s obvious that Liberty Media will bring to MotoGP the same sports business model that’s thriving in Formula 1. Here are the main sponsors of the ’25 World Championship, with estimated investments: Aramco, $40–50 million; Rolex $30 million; Pirelli $40 million; AWS (Amazon) $25 million; Heineken $30 million; Lenovo $20 million; DHL $20 million; MSC $15 million. It’s estimated that total sponsorship hovers around $500 million, which in 2026 will rise to $600–650 million. So being in Formula 1 today costs ten times as much as MotoGP.

With consolidated commercial relationships already in place with major global brands, it’s fairly obvious to expect that the Americans will offer MotoGP as a second platform for global visibility, at slightly lower—though not by much—costs. Therefore, in the fairly near future, sponsoring MotoGP will cost much more than it does today. That’s why Motul, moving early and still negotiating with the old Dorna management, secured its presence for the next five years, spending the same amount at the cost of seeing its spaces and opportunities significantly reduced. Hence the most disruptive effect could be a rotation from sector brands (motorcycle manufacturers, accessories, etc.) to more generalist sponsors: in the Formula 1 sponsor list you read above, only two (Aramco and Pirelli) are in some way tied to automotive. The others are producers of luxury consumer goods or generalists, with nothing to do with cars.

MotoGP, inevitably, will become more and more of a mainstream show. The large Formula 1 audience of today doesn’t care whether the engines are 1600 cc, whether there is DRS or other incomprehensible technical gizmos. They simply want to see overtakes, action, rivalries. MotoGP will become less “motorcycling” and more show, to appeal to wealthier sponsors and a broader, younger, global audience. Superbike, on the other hand, is destined to remain within its channel as a championship structured to appeal to a smaller audience of enthusiasts who consume the specific product: bikes, accessories, the supply chain. Sponsoring Superbike will cost much less than MotoGP, so sector brands, squeezed out of the top class, will find their natural habitat in the alternative series.

The future is a neat trick that may not please everyone, but will appeal to many.