Dorna Sports, holder of the commercial rights to MotoGP, has been discussing the idea of rethinking its visual identity and introducing a new logo since last year. However, it was only in February, on the sidelines of pre-season testing in Qatar, that the Spanish company communicated its plans to the teams involved in the championship.
It has since been announced that Liberty Media is buying 86% of Dorna, a deal expected to be finalized by the end of the year, with the aim of growing the popularity and visibility of MotoGP around the world. The overhaul of the MotoGP brand identity, however, is not linked to the arrival of the American media giant.
In Jerez, where the Spanish GP is being held this week, Dan Rossomondo, commercial director of Dorna, explained in an exclusive interview with Motorsport.com : “This renewal is above all about who we are and how we project ourselves. MotoGP is this incredible spectacle that we saw two weeks ago in Austin, and we want to represent ourselves to the world in that way.”
“The great luck we have is that our races are incredible. This is what we need to explain and show. This is a global action, covering many different areas. From the way we deal our fans, to our partners, through our relationships with our customers. We want to be more consistent in our message. adds the American, who has already implemented several changes since his arrival last year.
The objective, for the commercial director, is that the result of this transformation ends up combining the elements which best define the championship. “Our sport is based on speed, it is innovative, technologically advanced, and our drivers are extremely courageous. If we can make our brand reflect that, it will be perfect,” underlines Dan Rossomondo.
The commercial director intends to present the new MotoGP logo next November. The public is obviously very attached to the current logo, which was launched in 2000 and was reworked in 2007, and it will therefore be one of the most important changes in the image of the championship, even if the American official minimizes the impact of this novelty.
“There will be a new logo, but for me it is the least attractive part of all. What is remarkable is the strategy behind it. The logo will be loved by some and hated by others. ‘others, we already know’, he concludes.
