MotoGP: Dorna Sports rebrands as MotoGP Sports Entertainment Group

In a landmark move that underscores the rapid evolution of motorcycle racing’s global profile, Dorna Sports, S.L. has officially rebranded as MotoGP Sports Entertainment Group.

The change marks a decisive shift in the organisation’s identity as it positions MotoGP not only as the pinnacle of motorcycle racing, but as a world‑leading sports entertainment platform.

The company, which has held exclusive commercial and broadcast rights to MotoGP since 1992, described the new name as a natural progression of its long‑term vision. The rebranding follows the sport’s 2024 visual identity refresh and reflects a broader strategy to expand MotoGP’s cultural footprint far beyond the racetrack.

MotoGP CEO Carmelo Ezpeleta said the new name represents more than a cosmetic update. “This 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.”

He added that the organisation is now entering a phase of accelerated expansion: “As MotoGP Sports Entertainment Group, we are building on years of continuous growth to push innovation, storytelling, and fan engagement to new levels, while always preserving the spirit and values that define our sport.”

The rebranding reflects MotoGP’s ambition to evolve into a multi‑layered entertainment ecosystem. The organisation plans to deepen its investment in digital experiences, immersive technologies, and global content initiatives.

“Fans today don’t just watch races — they live the sport,” Ezpeleta said. “They want behind‑the‑scenes access, interactive platforms, cinematic storytelling, and ways to feel connected every day of the week. This new identity allows us to embrace that fully.”

The company also emphasised its commitment to reaching younger and more diverse audiences.

“MotoGP has an incredible opportunity to speak to new generations. We’re expanding our presence across continents, cultures, and digital spaces to make the sport more accessible than ever.”

MotoGP Sports Entertainment Group will continue to oversee the commercial, sporting, and fan‑engagement development of: MotoGP, Moto2, Moto3, Road to MotoGP talent programmes, World Superbike Championship (WorldSBK) and the newly launched Harley‑Davidson Bagger World Cup.

Ezpeleta highlighted the importance of maintaining a unified ecosystem: “From grassroots development to the world championship, our mission is to strengthen every level of elite motorcycle sport.

“This rebrand reinforces our commitment to the entire racing pyramid," Ezpeleta concluded.