– Economically, MotoGP stands on a stable foundation, and according to Sporting Director Carlos Ezpeleta, this precisely opens up new scope for growth.
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In an interview with Business of Sport, he paints a picture of a series strongly supported by classic motorsport partners, but which also deliberately seeks to open up to new industries. “Our strength – and at the same time a certain challenge – are currently our ‘endemic sponsors’,” explains Ezpeleta.
This refers to companies closely associated with motorsport: tire manufacturers, fuel and lubricant suppliers, or energy drink brands. “A large part of the investment in the sport comes precisely from these partners.”
This stable base is a decisive advantage. While other sports may be more affected by economic fluctuations, MotoGP’s core business continues to run “very, very well”. Ezpeleta particularly includes the race events themselves and the existing sponsorship structures. “It is very important to have stable ground while moving things elsewhere.”
Bringing in other brands
But this is precisely where strategic development comes in. MotoGP aims to specifically attract “non-endemic sponsors”, i.e., brands that have had no direct connection to motorsport so far. These are valuable for several reasons.
“They elevate the brand, they are excellent marketers, and they activate very well,” says Ezpeleta. Above all, such partners could open up new target groups.
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By using their own marketing channels, they act as “entry paths for new fans”. Accordingly, “blue-chip partners” are important for the future of the sport. According to Ezpeleta, interest is already clearly noticeable: the series is currently experiencing “a lot of demand” from potential new sponsors.
Exceptionally loyal fans
A central argument in discussions with brands is the exceptionally high fan loyalty. Ezpeleta cites a figure that stands out even in a global sports comparison: “82 percent of our fans watch at least 75 percent of the races.”
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This intensity of use is a clear competitive advantage. Anyone attending a MotoGP event will encounter an audience deeply rooted in the sport: “Go to a grandstand and ask about the top 5 in the championship – people know it.”
The result: sponsors benefit from a quick and direct impact. “These people are engaged, they consume the brands they see, and they are more likely to choose these brands over others,” explains the MotoGP expert. The “return on investment” is accordingly rapid.
More than just motorcycles
A common misconception concerns the target group itself. Contrary to the obvious proximity to motorcycling, the fan base is by no means made up solely of active bikers.
“Only about 20 to 25 percent of our fans actually ride a motorcycle or own one,” Ezpeleta clarifies. Even at race visits, the proportion is lower than often assumed: “Typically, only about ten to 15 percent of spectators come by motorcycle.” In many markets, there are even numerous fans who have no interest in buying a motorcycle themselves.
This insight is crucial for marketing. While MotoGP remains an ideal platform for motorcycle manufacturers to position their brands, the field is simultaneously opening up to numerous other industries. “We see MotoGP as a platform to promote any brand – not just motorcycle brands.”
Where growth potential lies
To leverage this potential, the series is increasingly focusing on innovative marketing measures. “A major focus is currently on modern activations, on-site and off-site,” explains Ezpeleta. This refers to interactive fan experiences, digital campaigns, and new forms of brand presentation throughout the weekends.
The combination of high fan loyalty, growing internationalization, and new sponsorship structures could give MotoGP additional economic momentum in the coming years. The foundation is already solid. Now it’s about “transferring this influence to new brands as well.”
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