MotoGP Sports Entertainment Group Unveiled

Dorna Sports officially rebrands as MotoGP Sports Entertainment Group, signalling a bold new chapter focused on global expansion, digital innovation and positioning MotoGP as a leading sports entertainment powerhouse.

Subscribe to our Instagram Channel for instant news & updates!

On 16 February 2026, Dorna Sports officially announced that it will now be known as MotoGP Sports Entertainment Group, marking a defining moment in the evolution of premier motorcycle racing. The new name reflects the organisation’s long-term strategic direction and its ambition to position MotoGP as a world-leading sports entertainment platform built on innovation and global cultural relevance.

Since 1992, Dorna Sports has served as the exclusive commercial and broadcast rights holder of MotoGP, guiding the championship through technological revolutions, safety advancements and international expansion. Over the decades, MotoGP has transformed from a traditional racing series into a globally connected entertainment property followed passionately across continents. The renaming formalises that transformation.

The change follows the 2024 brand refresh and signals a broader vision that extends beyond the racetrack. MotoGP Sports Entertainment Group intends to accelerate digital innovation, immersive fan engagement and global storytelling initiatives that complement the high-intensity spectacle on track. The shift recognises that modern audiences engage with sport across multiple platforms, year-round, and expect experiences that combine competition, personality, technology and entertainment.

Chief Executive Officer Carmelo Ezpeleta described the new identity as more than a simple rebrand, but a statement of intent reflecting MotoGP’s evolution into a global entertainment force. Under its new structure, the organisation will continue to oversee the full pyramid of Grand Prix racing, including MotoGP, Moto2, and Moto3, alongside the Road to MotoGP development programmes, the Superbike World Championship, and the newly created Harley-Davidson Bagger World Cup.

By consolidating its presence across multiple championships and disciplines, the group strengthens its role at every level of elite motorcycle sport while expanding its influence beyond traditional motorsport boundaries.

The transition aligns with long-term strategic initiatives aimed at broadening MotoGP’s global reach and attracting younger, more diverse audiences. In recent years, the championship has invested heavily in digital platforms, behind-the-scenes content, immersive event production and enhanced fan experiences both on and off the track. These efforts have repositioned MotoGP as a dynamic, culturally relevant property competing alongside the world’s leading sports entertainment brands.

Despite the forward-looking identity, the core spirit of the sport remains unchanged. The drama of lights-out starts, the technical innovation of prototype machinery and the fearless commitment of riders continue to define the championship’s DNA. MotoGP Sports Entertainment Group builds upon that foundation while embracing a future driven by innovation and global expansion.

The engines still roar, the rivalries still ignite and the spectacle remains as intense as ever. But with its new identity, MotoGP signals clearly that it is no longer just a racing championship — it is a global sports entertainment powerhouse entering its next era.