Dorna Sports, the long-time commercial rights holder for MotoGP, has officially rebranded itself as the MotoGP Sports Entertainment Group, marking a strategic shift in how the organisation thinks about motorcycle racing and global spectator engagement. The new name reflects a move beyond simply managing race operations toward presenting MotoGP as a comprehensive entertainment platform one that blends sport, media, lifestyle and fan experiences in a way designed for a broader global audience.

The decision comes at a time when MotoGP’s popularity has surged worldwide, with rising viewership in key markets like North America, Latin America, Europe and Asia. By evolving into a sports entertainment group, Dorna aims to capitalise on this momentum, building richer content ecosystems around races, enhancing digital initiatives, and expanding off-track experiences that engage fans year-round rather than only on race weekends.

Under the MotoGP Sports Entertainment Group banner, the organisation plans to integrate live events more closely with media production, branded experiences, and content tailored for both traditional broadcast and streaming platforms. This could include expanded lifestyle programming, behind-the-scenes features, interactive fan events, and tie-ins with partners across gaming, music and culture all designed to make the MotoGP brand more immersive and accessible to diverse audiences.

For riders, teams and commercial partners, the shift signals new commercial opportunities. As MotoGP positions itself not just as a racing series but as an entertainment franchise, sponsorships, collaborations and cross-industry partnerships are expected to grow. The new structure will also likely enhance fan engagement strategies, combining sport with entertainment formats that resonate in today’s multimedia landscape.

The rebranding comes at a pivotal moment for motorsport as a whole, with global audiences seeking multi-layered experiences that combine competition with personality, storytelling and community. As the MotoGP Sports Entertainment Group, Dorna hopes to lead that evolution expanding the footprint of motorcycle racing while redefining how fans experience the sport on and off the track.