Energy drink giant Red Bull has further deepened its ties to elite motorcycle racing’s MotoGP series, becoming the new title sponsor of the annual Australian Grand Prix.
The partnership will span at least the next two seasons, beginning with the 2027 edition of the race and continuing in 2028.
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Red Bull will serve as the primary sponsor of the race, which is secured on the MotoGP calendar through 2032, and will gain prominent branding presence across the race weekend, as well as media positioning.
The Australian Motorcycle Grand Prix has had a wide array of title sponsors over the course of its existence, close to 20 in fact.
The most recent of these was the lubricants brand Liqui Moly, which sponsored the 2025 edition. Airline Qatar Airways sponsored in 2024, and cryptocurrency wallet platform Gryfyn in 2023.
In 2026, the event had no title sponsor, meaning Red Bull is acquiring unused inventory.
The lack of established title sponsorship increases the value for incoming brands, as the lack of a competing established naming brand means there is more room for new partners to form their own strong attachment to a race.
Furthermore, this partnership coincides with the start of a “new era” for the Australian Motorcycle Grand Prix.
Indeed, 2027 will be the first edition of the race to be hosted at a new street circuit in the city of Adelaide, relocating the event from its traditional home of Phillip Island in the state of Victoria.
This hosting deal, struck with the South Australian Government and the City of Adelaide, will run through the 2032 season, with the circuit designed to reference the Adelaide street circuit that hosted Formula 1 motor racing between 1985 and 1995.
Commenting on the Red Bull agreement, the Premier of the state of South Australia, Peter Malinauskas, said: "Red Bull is one of the most recognizable brands in the world, and having [it] on board as the title sponsor of Adelaide’s first MotoGP Grand Prix is a huge endorsement for this event and a massive coup for South Australia.
"This is exactly the kind of global partnership we want to attract. One that brings enormous international exposure, creates excitement and helps establish Adelaide as a must-visit destination on the MotoGP calendar.”
Phillip Island has hosted a stage in every edition of Grand Prix motorcycle racing’s top category since 1997 (bar 2020 and 2021, when the race was cancelled due to the COVID-19 pandemic).
Red Bull is already the title sponsor of the Grand Prix events in the US and San Marino, which takes place in Italy, as well as the venue title sponsor of the Red Bull Ring circuit in Austria, which hosts the annual Austrian Grand Prix.
It is also the title sponsor of the two teams supplied by constructor KTM, the Austria-registered Red Bull KTM Factory Racing, and the France-registered Red Bull KTM Tech3 side.
The 2026 Motorcycle Grand Prix of Australia will take place on October 25.
