With the announcement of Liberty Media’s acquisition of MotoGP starting in 2025, excitement is palpable among various members of the racing paddock, especially after witnessing the success achieved in Formula 1. Claudio Domenicali, CEO of Ducati, expressed his belief that Liberty’s involvement will help raise the profile of individual riders while fostering a more unified approach among teams regarding marketing strategies.
Anticipated Improvements in Team Dynamics and Marketing Strategies
“In my opinion,” Domenicali explained, “what might happen is a more balanced behavior among the teams.” He further elaborated, saying, “And a clearer focus on dedicating resources directly toward the fan base. It’s about truly elevating the riders to hero-like status. They’re already there, but this can be further expanded geographically. Additionally, we could adopt a more balanced approach in how we leverage marketing value. Currently, some teams are doing quite well, while others are less active.”
Potential for Coordinated Efforts and Industry Growth
“I believe that, if we take this to the next level, establishing some form of control in terms of direction and guiding team efforts alongside Dorna and Liberty Media could be the way forward,” Domenicali added.
Liberty Media’s Role in Expanding into Key Markets
Domenicali sees Liberty’s involvement as a catalyst that could help MotoGP grow significantly in crucial markets such as the United States.
“Honestly, this is an incredibly exciting time,” he said. “For us, as manufacturers, we tend to see ourselves more as entertainment companies rather than just motorcycle producers. So, having Liberty involved is perfect because I believe the sport has evolved immensely thanks to the collective efforts—ourselves, Dorna, and all the stakeholders.”
Achievements in Fan Engagement and Future Growth Potential
“Over the past few years, we’ve done a fantastic job in keeping the races highly competitive and engaging the fans intensely. A lot has been accomplished,” Domenicali noted. “But, there remains enormous potential. There is so much room for MotoGP to grow as a sport and to reach an even larger audience.”
