The landscape of motorcycle racing has been forever altered today, Monday, 16 February 2026. In a move that signals the complete transformation of the sport under Liberty Media’s ownership, Dorna Sports, S.L. has officially ceased to exist by name, rebranding as the MotoGP Sports Entertainment Group.
This is not just a coat of paint; it is a tectonic shift for a company that has held the keys to the kingdom since 1992. The new identity marks MotoGP’s evolution from a traditional racing championship into a powerhouse “global sports entertainment platform.”
Long-standing CEO Carmelo Ezpeleta remains at the helm, but with a mission that now extends far beyond the tarmac. According to Ezpeleta, the change is a deliberate “statement of intent” to prioritize worldwide cultural resonance and digital innovation.
“The company name change is much more than a new identity—it is a statement of intent. MotoGP has become a global entertainment property followed passionately around the world. We are building on years of growth to accelerate global expansion while preserving our core values.” — Carmelo Ezpeleta, CEO
The rebranding follows a methodical takeover by Liberty Media (the masterminds behind Formula 1’s global boom). Insiders suggest this new “Sports Entertainment” banner is designed to:
- Target Gen-Z: Broadening appeal through immersive digital engagement and global storytelling.
- Diversify the Portfolio: Consolidating leadership across MotoGP, Moto2, Moto3, WorldSBK, and the Road to MotoGP programs.
- US Expansion: Leveraging the new presidency of Chase Carey (former F1 Group CEO) to conquer the North American market.
In a move that perfectly encapsulates the “Entertainment” aspect of the new name, the group confirmed its role in leading the newly created Harley-Davidson Bagger World Cup.
This radical new series, debuting in 2026, will see race-tuned V-Twin touring motorcycles roar onto premier international circuits as a support class for MotoGP. It’s a visceral, loud, and uniquely American addition designed to shake up the traditional race weekend format.
Credit Photo : Sorawit/SNE Sports
