The acquisition of Dorna by Liberty Media would mark a major turning point for the MotoGP world championship. This operation, which should be finalized subject to final approval from the European authorities, promises to be a real growth accelerator for the discipline. Which also means that if it is failed, it will be a hard blow whose extent can be estimated in these hopes of a Massimo Rivola. The latter reveals, for Aprilia, the glass ceiling that must be exceeded, otherwise it will fall behind other sports with a global vocation…
MotoGP could soon experience a major transformation with the entry of Liberty Mediathe American giant already owner of the Formula 1. In advanced negotiations to acquire 86% of DornaLiberty plans to invest 4.2 billion euros to become the main player in MotoGP, also including Moto2, Moto3, WorldSBK and the Women's World Championship.
Massimo RivolaPDG d’Aprilia
Racing and former sporting director of Ferrari in F1, sees this acquisition as a unique opportunity for MotoGP to take a decisive step forward. Rivalwhich maintains strong links with Stefano Domenicalicurrent CEO of F1 under Liberty Media, believes that this change could revolutionize the MotoGP business model.
MotoGP, although technically and sportingly at the top, remains behind F1 in terms of
marketingof global popularity
and of sponsors. « If we look at what Liberty has done with F1, MotoGP needs someone like that to focus on marketing », says
Rival in an interview with Autosport.com.
Massimo Rivola: with Liberty Media, I am sure we will take an important step forward »
Liberty Media has transformed F1 into a spectacle machine, attracting a younger and more diverse audience through innovations like Drive to Survive sur Netflix
and a strong presence on social networks.
Rival hopes that Liberty will apply a similar strategy for MotoGP, while preserving its unique identity.
The acquisition has not yet been finalized, the European Union having launched an in-depth investigation to ensure the deal does not violate antitrust laws. However, if it succeeds, Liberty Media could use its expertise to strengthen the commercial arm and attract more major sponsors, a dire need for many teams.
The recent announcement of
departure of Repsolemblematic sponsor of
Honda for three decades, illustrates the challenges MotoGP faces in retaining and attracting financial partners. Rival see in
Liberty Media a solution to this problem:
we have to touch more people and be able to attract more bigger sponsors. »
And Rival is optimistic, he warns against a simple reproduction of the F1 model. “ MotoGP must be more ambitious than Moto2 and Moto3but he must not copy F1. » The objective is to find a balance which allows MotoGP to remain
authentic while capitalizing on Liberty’s innovative strategies.
The entrance to Liberty Media could mark a new era for MotoGP, allowing it to strengthen its position on the world stage. With a commercial strategy focused on spectacle and marketing, the championship could attract new audiences and major sponsors, while maintaining its unique DNA.
Massimo Rivola sums up the issue perfectly: “
the future of MotoGP is bright. With Liberty, I am sure we will take an important step forward. » It remains to be seen whether this vision can come to fruition in the coming years.
