Dorna Sports Rebrands as MotoGP Sports Entertainment Group, Signaling New Era
Dorna Sports rebrands as MotoGP Sports Entertainment Group to mark its evolution into a global sports entertainment platform.
- • Dorna Sports officially changed its name to MotoGP Sports Entertainment Group in 2026.
- • The rebranding reflects the organization's evolution from a traditional motorbike racing promoter to a global entertainment platform.
- • CEO Carmelo Ezpeleta emphasized the transformation of MotoGP into a globally recognized entertainment property.
- • The company will continue to manage commercial, sporting, and fan engagement activities for MotoGP and related motorcycle racing championships.
Key details
Dorna Sports has officially rebranded itself as MotoGP Sports Entertainment Group, marking a major transformation in the company's history since it acquired exclusive commercial and broadcasting rights for MotoGP in 1992. This name change reflects the organization's strategic evolution from a traditional motorbike racing promoter to a global sports entertainment platform with significant cultural impact worldwide.
CEO Carmelo Ezpeleta highlighted that the rebranding is "more than just a new identity; it is a statement of intent," emphasizing MotoGP's development into a globally followed entertainment property rather than merely a championship. The transition builds upon a brand renewal initiated in 2024 and aims to expand beyond the conventional motorsport boundaries by embracing digital innovation, immersive fan engagement, global storytelling, and diverse entertainment formats that complement on-track action.
The group's vision includes strengthening MotoGP's global reach, appealing to younger and more diverse audiences, and enhancing fan experiences both on and off the track. MotoGP Sports Entertainment will continue to lead commercial and sporting activities across MotoGP, Moto2, Moto3, the Road to MotoGP programs, the Superbike World Championship, and the recently established Harley Davidson Bagger World Cup, reinforcing its key role at all levels of elite motorcycle competition.
This rebranding signifies an ambitious future for one of Spain’s most iconic sport entertainment enterprises, as it seeks to accelerate growth and solidify its position at the forefront of global motorsport entertainment.
This article was translated and synthesized from Spanish sources, providing English-speaking readers with local perspectives.
