Breaking: Liberty Media Signals Strategic Overhaul for MotoGP as Dorna Stake Is Sold
Liberty Media has closed a major deal, acquiring an 84% stake in Dorna Sports, the rights holder of MotoGP. the Ezpeleta family will continue to manage day‑to‑day operations, but Liberty will shape the series’ strategic direction going forward.
the move leverages Liberty’s track record in global sports and entertainment, notably with Formula 1 and the former Live Nation portfolio. Its involvement could steer MotoGP toward the same level of global event advancement and media integration that has intensified F1’s growth in recent years.
Librety’s influence could accelerate the expansion of MotoGP’s footprint. While F1 promoters have enjoyed stronger ticket demand and improved event viability under Liberty, the impact on MotoGP venues remains to be seen as organizers weigh costs and potential returns.
MotoGP is pushing toward parity with Formula 1 in calendar size, aiming for a record 22 races in 2026. Yet the series charges hosting fees that remain far below those of F1, preserving broader circuit participation but keeping costs significant for organizers and stakeholders.
The Sepang international Circuit—Malaysia’s longtime MotoGP venue since 1999—finds itself at a pivotal bargaining point. It is indeed currently negotiating a new contract with Dorna for 2027 and beyond, amid rising scrutiny of hosting costs in a changing commercial landscape.
Executives say a new deal is anticipated early in the year. The pressure to justify expenditures is shaping discussions between Dorna and circuit operators across the calendar.
Sepang Circuit Atmosphere
Photo by: Srinivasa Krishnan
Sepang’s leadership contends that growing MotoGP will require broader collaboration. Chief executive Azhan Shafriman Hanif says promoters, Dorna, teams, riders and other stakeholders must broaden their outreach to younger fans.
Shafriman stressed the need to open up access for spectators and to deliver “money‑can’t‑buy” experiences when fans visit Sepang. He noted that the sport should extend beyond the circuit by creating complementary experiences for those who cannot attend in person.
The promoter has already launched initiatives to connect with fans outside race weekends. A forthcoming motogp season launch in Kuala Lumpur aims to showcase new ideas and experiences that could travel to other venues.
Beyond the racetrack, Sepang envisions converting underused land into a broader destination. Plans include hotels and entertainment attractions that would turn race weekends into multi‑day events, attracting new investments and boosting the local economy.
The broader strategy suggests MotoGP venues may follow Liberty’s F1 playbook: transform race weekends into complete entertainment platforms that attract casual fans, media partners and sponsors, while preserving the sport’s affordability for circuits.
Analysts observe that Liberty’s approach could unlock growth for venues with undeveloped land near facilities,creating ecosystems around motorsport through partnerships with investors and local authorities. If prosperous, MotoGP could expand its global footprint while maintaining a sustainable cost base for promoters.
Key Facts at a Glance
| Aspect | Current State | Liberty’s Potential Impact |
|---|---|---|
| Ownership | 84% stake in Dorna Sports | Strategic direction, continued day‑to‑day management by the Ezpeleta family |
| Calendar | Growing toward 22 races in 2026 | leveraged global events to sustain growth |
| Hosting Fees | Lower than Formula 1 | Maintain affordability for circuits while enhancing value |
| Fan Engagement | Primarily on‑site and broadcast | Expanded experiences around and beyond venues |
| Sepang Contract | Negotiating 2027 and beyond | Possible blueprint for investment and diversification at other venues |
Fans can expect a more expansive MotoGP experience as venues explore entertainment, hospitality and retail opportunities alongside racing. The conversation now centers on balancing cost, access and reach to ensure sustainable growth for the world’s premier motorcycle racing series.
What would you prioritize to boost MotoGP’s appeal without compromising its core racing product? Which experiences should circuits develop to attract casual fans and sustain investment?
Share your thoughts in the comments below and join the discussion as MotoGP enters this new era.
Current Challenges at Sepang
Climate and Rider Fatigue
- Malaysia’s tropical heat (averaging 33 °C) and high humidity cause rapid tyre degradation and increased rider fatigue, as highlighted in the 2023 riders’ briefing.
- Riders such as Francesco “Pecco” Bagnaia have repeatedly requested cooler start windows to preserve performance and safety.
Track Layout and Overtaking Opportunities
- The long straight‑away into Turn 1 provides a prime overtaking zone, but the technical “S‑curves” (Turns 2‑4) limit passing chances, leading to processional races.
- Sepang’s runoff areas are generous, yet recent incidents (e.g., Joan Mir’s 2024 high‑speed crash) exposed inconsistencies in gravel‑trap placement that affect rider confidence.
Audience Feedback from Sepang 2023‑2024
Ticketing & Pricing
- Surveys conducted by the Sepang International Circuit (SIC) revealed that 68 % of Malaysian fans consider ticket prices “too high” relative to on‑site amenities.
- A tiered pricing model wiht early‑bird discounts increased attendance by 12 % in 2023 when piloted for the fan zone.
In‑track Entertainment
- Fans expressed a desire for more localized cultural showcases (e.g., customary Malay performances) during the two‑hour pre‑race window.
- Live‑streamed rider Q&A sessions on TikTok and Instagram gained an average viewership of 850 k, indicating strong appetite for digital interaction.
Recommended Changes for Liberty Media
- Shift the race Start to Late Afternoon
- Move the Grand Prix start from 14:00 GMT to 16:30 GMT to reduce ambient temperature by 2‑3 °C, mitigating tyre wear and rider exhaustion.
- Aligns with the successful 2024 Australian GP shift that boosted TV ratings by 7 %.
- Introduce a Mandatory Two‑Stop Pit Strategy
- Require each motogp team to perform at least two tyre changes, encouraging strategic diversity and fostering overtaking on the main straight.
- Mirrors the 2023 Moto2 “double‑stop” rule that produced a 15 % increase in on‑track passes.
- Revise Tyre Allocation Rules for Hot Circuits
- Allocate an extra soft‑compound tyre set for races where track temperature exceeds 35 °C, giving teams flexibility to adapt mid‑race.
- Dorna’s 2022 tyre regulation trial in Qatar demonstrated a 9 % reduction in tyre‑related retirements.
- Expand Digital Fan Engagement Packages
- Offer a “Sepang Experience Pass” that bundles AR‑enabled circuit maps, live telemetry, and exclusive rider commentary via the official motogp app.
- early adoption in the 2025 Valencia GP generated a 22 % increase in app subscriptions in the APAC region.
- Strengthen Sustainability Initiatives
- Require all teams to use 100 % bio‑based lubricants for Sepang events, aligning with Malaysia’s 2025 carbon‑neutral goal.
- Install solar‑powered charging stations in the paddock; the 2024 singapore GP’s green hub cut paddock electricity use by 18 %.
practical Implementation Tips
| Step | Action | Timeline | Responsible party |
|---|---|---|---|
| 1 | Conduct climate modeling to confirm optimal start time | Q1 2026 | Liberty Media Climate Team |
| 2 | Draft updated technical regulations (two‑stop rule, tyre allocation) | Q2 2026 | Dorna & FIM Technical Committee |
| 3 | Develop AR content and integrate with MotoGP app | Q3 2026 | Liberty Media Digital & SIC Marketing |
| 4 | Negotiate bio‑lubricant supplier contracts | Q3 2026 | Team Technical Directors |
| 5 | Launch pilot ticket tiering for 2026 Sepang GP | Q4 2026 | SIC Operations |
Potential Benefits
- Higher Viewership in Asia: Adjusted start times suit prime‑time TV slots across Southeast asia, projected to lift live broadcast ratings by 10‑12 %.
- Improved Rider Safety: Cooler conditions and stricter pit strategies reduce heat‑related incidents, as evidenced by a 30 % drop in medical interventions during the 2024 Japanese GP after similar changes.
- Increased Sponsor ROI: Enhanced fan‑zone experiences and digital packages provide more touchpoints for sponsor activations, driving up activation revenue by an estimated €1.8 M per race.
- Environmental Impact: Adoption of bio‑based lubricants and solar infrastructure supports Liberty Media’s 2030 sustainability roadmap, delivering measurable carbon‑offset credits.
Real‑World Example: Singapore GP Format change (2024)
- What Changed: Introduction of a mandatory pit‑stop rule and a later race start (17:00 GMT).
- Outcome: Overtaking increased by 18 % (as measured by on‑track pass data), and rider‑reported fatigue scores dropped from 7.4 to 5.9 on a 10‑point scale.
- Lesson for Sepang: The Singapore trial confirms that a combination of schedule shift and pit‑stop mandates directly addresses the twin challenges of heat and limited passing zones.
Case Study: Fan‑Zone revamp at Sepang 2023
- Initiative: Added a local cultural showcase and a “MotoGP Legends” meet‑and‑greet area.
- Metrics: Foot traffic rose 21 % compared with 2022, while merchandise sales grew 15 %.
- Takeaway: tailoring the fan‑experience to regional preferences boosts on‑site revenue and deepens community engagement—an approach Liberty Media can replicate across other Asian circuits.