New MotoGP Wired Different campaign launched
A new MotoGP campaign aims to show the sport in a new light, as it transitions into a fan-first global entertainment brand.
MotoGP has revealed its all-new Wired Different campaign, which aims to show the sport in a new light ahead of the upcoming season.
Just days after the 2026 season launch took place in the centre of Kuala Lumpur, Malaysia, the new Wired Different campaign features a new ‘Hero film’ that looks at three key elements of the sport.
It delves into how MotoGP riders make split-second decisions while travelling at speeds in excess of 360km/h (over 223mph), teams chasing perfection through meticulous attention to detail, and fans watching the sport on the very edge of their seats.
The campaign comes as part of a wider plan from MotoGP, which is to transition into a fan-first global entertainment brand. The season launch in Kuala Lumpur was another step in that process, and now the Wired Different campaign is next in helping with that idea.
The new campaign is designed to attract new audiences, after MotoGP already achieved a record-breaking 2025, which saw 3.6 million fans attend races throughout the season.
MotoGP says the new campaign “is more than just creative expression - it is a strategic evolution of the MotoGP brand. It is rooted in an evolved global positioning, shaped by extensive global fan research”.
It goes on to say that its research suggests a lot of fans view the current sporting landscape as “safe, staged and over-polished”. Wired Different aims to change, and instead it embraces the unpredictable nature of MotoGP.
Kelly Brittain, Managing Director of Global Marketing at MotoGP, said this about the new campaign:
“MotoGP isn’t just a sport – it is a mindset. MotoGP is for those who want to live boldly, not perfectly. Wired Different captures the instinct, courage and obsession that define our riders, our teams and our fans.
“Travelling at more than 360 km/h, decisions are made in milliseconds, and that takes a very special kind of focus and fearlessness. This campaign is about celebrating that difference – the human and technological edge that makes MotoGP the most magnetic sport on earth.
“We are taking this mindset to the world in a bold, creative way and showcasing exactly why this sport is so captivating.”
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After graduating with a sports journalism degree, Robert joined Crash.net to lead the WorldSBK coverage in 2021, while also providing MotoGP coverage. Fulfilling that role for over three years, Robert was able to put his knowledge about all things racing to the test.
