Liberty Media is planning to replicate its Formula 1 growth strategy by expanding the global reach of MotoGP, following the massive commercial success it achieved with Formula 1.
Since acquiring Formula 1 in 2017, Liberty Media has grown the sport’s annual revenue from $1.83 billion to nearly $3.9 billion in 2025, driven by expansion into the United States, new race locations, and the global popularity boost from the Netflix series “Drive to Survive.â€
Now, the company is applying the same model to MotoGP after completing a $4.2 billion acquisition of rights holder Dorna Sports. The goal is to increase global audiences, unlock new commercial markets, and grow fan engagement beyond its traditional European base.
MotoGP already reaches an estimated 632 million fans worldwide, with a growing youth audience, but Liberty sees significant untapped potential—particularly in the United States, where F1 has already expanded to multiple races including Austin, Miami, and Las Vegas.
Executives say the strategy will include shifting race weekends closer to major cities, improving hospitality offerings, and enhancing storytelling around riders to make the sport more accessible to new audiences.
The approach mirrors Formula 1’s transformation, which included reworking race schedules for U.S. TV audiences and increasing the sport’s entertainment value through media and digital content.
Liberty Media believes MotoGP has similar ingredients for global growth: a strong historical identity, high-speed action, and compelling athlete personalities that have yet to be fully developed on a global entertainment scale.
However, executives acknowledge that success is not guaranteed, noting that while interest from sponsors and investors is strong, the sport must still convert global attention into sustained commercial growth.
The broader ambition reflects Liberty Media’s long-term strategy of turning niche motorsports properties into global entertainment platforms with mainstream appeal.