MotoGP Partners With Global Innovation Agency jump! to Drive Next Phase of Fan Growth

Bold new brand strategy aims to capture MotoGP’s raw energy and connect with a new generation of fans worldwide.

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MotoGP has announced a new strategic partnership with jump!, appointing the global innovation agency to evolve the championship’s brand positioning and shape a bold new strategy focused on accelerating global fan growth.

The collaboration is already playing a key role in MotoGP’s latest phase of expansion, with the sport continuing to capture the imagination of audiences worldwide. jump! brings two decades of experience in strategy, research, and creative innovation, with teams based in London and Dublin and work spanning more than 25 markets. Its client portfolio includes major global brands such as Red Bull Racing, DAZN, adidas, Heineken, Sky, Honda, PepsiCo, and Tommy Hilfiger.

To develop the new strategy, jump! embedded itself trackside with MotoGP fans in early 2025 while also engaging with potential new audiences. The research revealed a strong desire among today’s generation to seek out sports that defy expectations, embrace authenticity, and deliver the kind of intensity they crave in everyday life. MotoGP and jump! are now using these insights to translate the sport’s visceral, unfiltered energy into a brand story that resonates with both existing and future fans.

The new direction is rooted in deep fan and cultural understanding, designed to amplify MotoGP’s defiant spirit while opening the door to a broader, younger global audience.

“MotoGP’s spirit is about more than racing; it’s about raw energy, courage, and the pursuit of greatness beyond the norm,” said Kelly Brittain, Managing Director of Global Marketing at MotoGP. “This work is about reaching people who didn’t grow up with MotoGP but are looking for something that inspires them to live boldly. As seen with the record crowds in 2025, our work with jump! has been pivotal.”

Paul Kelders, CEO of jump!, said the challenge was to balance MotoGP’s heritage with the aspirations of new fans. “For brands and ideas to truly work, they need to offer something irresistible. Our goal was to connect what MotoGP’s loyal fans already feel with what the next generation wants to express about themselves.”

Natalia Walters, Innovation Director at jump!, added that the approach is about authenticity rather than trends. “By tuning into what young sports audiences really want, MotoGP is positioning itself to become their next sporting obsession—while staying true to what makes it exceptional.”

This evolution builds on MotoGP’s new brand identity unveiled in 2024 and marks a significant step in the championship’s long-term investment in global fan growth. As MotoGP looks to the future, the focus remains on delivering fearless riders, relentless racing, and the unmistakable defiant energy that defines the sport.