Dorna Sports becomes MotoGP Sport Entertainment SL from now on
MotoGP has a new name for its commercial rights holder, as Dorna Sports is no more – arise MotoGP Sport Entertainment SL.
Not a wheel has turned in anger, and already the landscape of top-flight motorcycle racing is changing shape, with Liberty Media wasting little time in stamping its authority on the sport.
The acquisition has accelerated what insiders describe as a sweeping corporate reshuffle, signalling that the commercial future of the championship is being recalibrated ahead of the new season.
At the centre of the transformation sits the organisation long associated with modern Grand Prix racing, Dorna Sports. After more than three decades operating under one of the most recognisable banners in motorcycle sport, the company has officially rebranded as MotoGP Sport Entertainment SL. The move draws a line under an era that helped shape the commercial success and global reach of the championship, while also hinting at a broader entertainment-led strategy designed to appeal to audiences beyond the traditional racing fan.
For those who follow Formula 1, what is likely on the cards will not be a surprise. Since its acquisition of F1 completed in January 2017, Liberty Media has changed a multitude of aspects of the sport, be them on track, off track and online. While some dyed-in-the-wool F1 fans will find the changes distracting, F1’s increase in global reach and fan engagement cannot be understated.
What is clear is that this is far more than a cosmetic tweak, with the restructure stretching across the governance of multiple championships. Those include MotoGP, the Superbike World Championship (WorldSBK) and the FIM Women's Circuit Racing World Championship (WCR), suggesting a coordinated effort to align commercial operations and future growth across the sport’s biggest platforms.
Looking ahead to 2026, one of the headline appointments sees Borja de Altolaguirre preparing to step into the role of Head of Sponsorship. He is hardly arriving without pedigree, having joined the MotoGP setup last year as Director of Global Alliances after building a career in high-level commercial sport with Paris Saint‑Germain F.C. and the National Basketball Association. Bringing in an executive with experience from globally recognised sporting brands underlines the direction of travel, particularly as MotoGP continues its push for mainstream visibility in key markets.
Elsewhere in the structure, Marc Saurina will redirect his attention towards WorldSBK, where his brief centres on reinforcing and expanding the championship’s commercial footing. The production-based series has long offered close racing and strong manufacturer involvement, yet its business potential has often sat in the shadow of MotoGP. Strengthening that side of the operation could prove critical if the new ownership intends to maximise value across its entire racing portfolio rather than relying solely on the premier class for the bulk of its income.
Daniel Ruiz is another figure assuming greater responsibility during the transition. He arrived in 2025 from Adidas as Commercial Strategy Director, and will oversee hospitality and licensing while working alongside the marketing department. The arrangement is expected to remain in place while the search continues for a Chief Commercial Officer, a role that will almost certainly be pivotal in shaping how the sport packages itself for promoters, partners and fans alike.
Taken together, the changes suggest a business gearing up for a different kind of race. Liberty Media’s track record in global sport indicates a preference for polished presentation and scalable entertainment properties, and the early signs point towards MotoGP being positioned squarely within that playbook.
For fans, much of this will unfold behind the scenes, yet the consequences could eventually filter down to everything from event experiences to media coverage and digital engagement. Corporate renames rarely carry much emotional weight for fans, but they often mark the beginning of a new operational philosophy.
Whether this reorganisation delivers measurable gains is the unanswered question, although one thing already feels certain: the sport is preparing itself for a future in which commercial and entertainment value matter as much as what happens on the track.
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Simon (AKA Toad) has been working within the motorcycle industry for more than twelve years, and a member of the motorcyclist family since birth. Growing up around British-built single and twins, it was inevitable that a life on two wheels was on the cards, from a very early age!
