The organizers of motorcycling’s MotoGP have entered into a three-year deal with the Never Say Never (NSN) brand marketing agency.
The tie-up will “usher in a new era of fan-centered entertainment events and experiences,” the Dorna Sports promoters have said.
Through the deal, Dorna and NSN will collaborate over the next three years to organize multiple fan-centric events, featuring music and entertainment, alongside the races.
The first of these will take place at the 2023 MotoGP end-of-season awards ceremony in Valencia, Spain, with a “reimagined event [that] will open the doors to fans and let them see their heroes rewarded for another incredible season.”
The aim is to expand the length of each MotoGP race weekend to offer even more excitement and adrenaline.
Carlos Ezpeleta, chief sporting officer at Dorna Sports, said: “Introducing a refreshed and augmented awards ceremony offers us the perfect opportunity to invite fans to celebrate the end of the season with us and for the sport to reach new audiences, combining a celebration of MotoGP with some of the biggest names in music.
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“So we’re excited to work with NSN and add another highlight to some grands prix weekends, both for our fans and as another incentive for new audiences to discover motorsport.”
Vicenç Fábregas, NSN’s head of live experience, added: “Collaborating with Dorna consolidates our vision of merging worlds and breaking barriers in entertainment.
“At NSN, we are very committed to providing an enhanced entertainment product and offering unique experiences. Our goal with this partnership is to surpass the expectations of motorcycling fans and create an unforgettable event that combines the thrill of racing with the spectacle of live entertainment.”
The next MotoGP race is the British Grand Prix on August 6, with the season set to end in Valencia on November 26.