Dorna Sports, the commercial rights-holder and de facto organizer of multiple top-tier motorcycling series, is undergoing a significant rebrand.
The promoter has now formally changed its name to MotoGP Sport Entertainment SL as a result of its takeover by Liberty Media.
Go deeper with GlobalData
Discover B2B Marketing That Performs
Combine business intelligence and editorial excellence to reach engaged professionals across 36 leading media platforms.
This brings an end to the Dorna name, which has been an iconic brand across the world of motorsport for over 30 years. The promoter has a deal covering the MotoGP series in place through 2060, as part of a lengthy extension unveiled in 2024, and also commercially manages the WorldSBK series.
As yet, no public logo for 'MotoGP Sport Entertainment SL' has been unveiled.
Liberty Media completed its purchase of Dorna Sports last July, putting to rest over a year of acquisition hurdles and European Union red tape. It has ended up paying $3.1 billion for an 84% stake in the company.
The motorcycle series now forms part of the media heavyweight’s Formula One Group business unit, which also includes the titular F1 motor racing series.
US Tariffs are shifting - will you react or anticipate?
Don’t let policy changes catch you off guard. Stay proactive with real-time data and expert analysis.
By GlobalDataOver the past few months, Liberty's takeover has also resulted in several significant personnel changes at Dorna, including Chase Carey (former head of the F1 Group) coming in as the new president, replacing the previous incumbent, William Jackson.
Overall, the acquisition marks the most significant change to how MotoGP is run – that name has existed since 2002 – in the last three decades.
Last September, Dorna announced the indefinite suspension of the all-electric MotoE series, launched in 2019 as a supplementary series to MotoGP with a focus on environmentally sustainable racing.
Dorna has said, however, that it will continue to assess the motorcycle industry going forward, and could resurrect MotoE in the future, should the “relevance of electric motorcycles – or any other alternative sustainable technology – increase in the future.”
