Dorna Sports

What Dorna Sports does

Dorna Sports, now rebranded as MotoGP Sports Entertainment Group (following Liberty Media's July 2025 acquisition), is the exclusive commercial and television rights holder for the MotoGP World Championship since 1991, operating from headquarters in Madrid with offices in Barcelona and Rome. The company runs a portfolio of motorcycle racing properties including MotoGP (the premier prototype class since 1949), WorldSBK (production-based superbikes), MotoE (electric racing with Ducati V21L), and the Road to MotoGP talent development pathway encompassing the Red Bull MotoGP Rookies Cup and multiple regional talent cups. The organization employs over 500 professionals delivering 360-degree event management covering sporting organization, commercial exploitation, broadcast content production, and digital platform operations across a 22-race calendar spanning five continents.

Revenue is generated through five primary streams: exclusive broadcasting rights (notably a multi-year Fox Sports deal for the US market replacing Warner Bros Discovery), sponsorship and branding agreements with title and technical sponsors (Motul through 2030, Repsol 2026-2030), race hosting fees from circuit promoters and host nations, merchandise and licensing (via Fanatics-operated eStores and a Milestone video game license), and corporate hospitality packages. The technology backbone includes motogp.com and worldsbk.com digital properties, official mobile and TV apps, an eSports platform, Fantasy and Predictor games, a unified Single Sign-On service, QR-driven fan engagement systems (QRCodeKIT, validated for several thousand visits per second during live events), and the Ad Time subsidiary providing proprietary LED perimeter and in-stadia advertising hardware deployed globally. Distribution operates through direct B2B sales for media rights and sponsorships, self-serve online ticketing via Platinium Group, and e-commerce merchandise channels. Under Liberty Media ownership (86% acquired for €4.2bn), the strategy emphasizes geographic diversification beyond the current 83% European media rights revenue concentration, targeting US and Southeast Asian markets and broadening the sponsorship base into financial services, technology, and fashion sectors.

Name

Dorna Sports

Legal name

DORNA SPORTS, S.L.

Website

https://www.motogpcorporate.com

Company type

Private

Founded year

1988

Operating status

Operating

Headcount range

51–100 employees

Short description

Dorna Sports, now MotoGP Sports Entertainment Group, is the exclusive commercial and TV rights holder for the MotoGP motorcycle racing World Championship and sister series (WorldSBK, MotoE), generating revenue through broadcast rights, sponsorships, race hosting fees, and licensing for global audiences.

Ownership category

akta.pro rank

Product category

Motorsports Event Management and Media Rights

NAICS

Racetracks (711212), Promoters of Performing Arts, Sports, and Similar Events (7113), Spectator Sports (7112)

SIC

Services-Racing, Including Track Operation (7948)

akta.pro primary industry

Motorsports Leagues & Series (MPAKAAAH)

akta.pro secondary industries

Motorsports Series & Championships (Sanctioned Racing Calendars) (MPAKAGAA), Motorsports Events (F1, NASCAR, Rally, Moto) (MPAGAMAD), Motorsports Media Rights & Broadcasting (Series-Owned/Controlled) (MPAKAGAF), Sponsorship Sales, Valuation & Analytics Services (Rights Sales, Measurement, Consulting) (MPAKALAK)

Keywords

• Motorcycle racing championships
• Sports media rights
• Motorsport event management
• In-stadia advertising systems
• Fan engagement platforms

Headquarters

HQ city

Madrid

HQ country

Spain

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Operations, Personnel, Marketing or Sales, Technology or R&D, Supply Chain, Infrastructure

Revenue model

1. Broadcasting Rights: MotoGP generates substantial revenue from selling exclusive media rights to broadcasters globally, including recent multi-year deals such as Fox Sports in the US. Approximately 83% of media rights revenue historically comes from Europe, with the company targeting US market growth.
2. Sponsorship and Branding: The championship earns revenue from title sponsors, official sponsors, technical suppliers, and service providers across MotoGP, Moto2, Moto3, and supporting championships. Long-term deals include Motul (until 2030) and Repsol (2026–2030). Sponsors gain access to global audiences and brand visibility across race weekends.
3. Race Hosting Fees: Circuits and host cities pay fees to include Grand Prix events on the championship calendar, contributing to MotoGP's commercial revenue ecosystem.
4. Merchandise and Licensing: Revenue from official online stores (MotoGP Store, WorldSBK Store) selling rider and team merchandise, leisurewear, equipment, accessories, and souvenirs. Also includes licensing of the MotoGP video game (Milestone S.r.l).
5. Corporate Hospitality: MotoGP offers corporate hospitality packages and experiences around race events, managed under a dedicated hospitality and licensing leadership structure.
6. Ad Time In-Stadia Advertising: Ad Time develops, manufactures, sells, and leases cutting-edge in-stadia advertising systems (LED perimeter boards, video screens, basket LED systems) to sporting competitions including NBA, NHL, Spanish Football League, Premier League, and others.

Pricing tiers

Go-to-market motion3 records

Distribution channels7 records

Marketing channels5 records

Core offering

Dorna Sports (now MotoGP Sports Entertainment Group) is the exclusive commercial and television rights holder of the MotoGP World Championship, organizing and commercializing premier motorcycle racing events across a 22-race global calendar. The company delivers 360-degree event management covering sporting operations, commercial exploitation (sponsorships, broadcasting rights, hospitality, licensing), and media production, while also operating the WorldSBK, MotoE, and Road to MotoGP talent development championships. Its Ad Time subsidiary manufactures and leases in-stadia LED advertising systems to major sports leagues worldwide.

Product overview

MotoGP Sports Entertainment Group operates a platform-plus-championships model, managing three core world championships (MotoGP, WorldSBK, and MotoE) alongside the Road to MotoGP talent development pathway and FIM Women's Circuit Racing World Championship. These racing properties are supported by 360º Event Management services (sporting, commercial, and media operations), Ad Time® in-stadia advertising technology, and comprehensive digital platforms including official websites, mobile/TV apps, eSports, Fantasy games, and eCommerce stores. The organization also provides sponsorship, licensing, and corporate hospitality services.

Differentiator

Problem solved

Functional benefit

Brands

• MotoGP: Premier motorcycle Grand Prix World Championship - the flagship racing series since 1949
• WorldSBK
• Road to MotoGP
• MotoE
• Ad Time

Products and services

• MotoGP World Championship The premier motorcycle Grand Prix World Championship featuring prototype racing bikes and the world's greatest riders, operating across five continents on a 22-race calendar since 1949. The championship is sold to broadcasters via media rights licensing, to brands via sponsorship, and to circuit promoters via race hosting fees.
• WorldSBK Championship MOTUL FIM Superbike World Championship built from production-derived motorcycles, offering competition across WorldSBK, WorldSSP, and Sportbike Series classes.
• MotoE World Cup FIM MotoE World Championship featuring electric motorcycle racing with Ducati V21L bikes, serving as a platform for sustainable electric mobility innovation.
• Road to MotoGP Talent Development Pathway Global talent development platform encompassing FIM MotoJunior World Championship, Red Bull MotoGP Rookies Cup, Asia Talent Cup, British Talent Cup, Northern Talent Cup, FIM MotoMini World Series, and Moto4 Latin Cup, providing pathways for young riders from grassroots to the premier class.
• FIM Women's Circuit Racing World Championship World championship providing a clear pathway for female riders to compete on the world stage, combining elite competition with visibility for the next generation.
• 360º Event Management Services Comprehensive sports management, media and marketing services managing all sporting, commercial and media aspects of MotoGP and WorldSBK championships in-house, including operations, logistics, and talent promotion.
• Ad Time In-Stadia Advertising Systems In-stadia advertising systems including Perimeter LED, Video Screen, and Basket LED systems sold and leased to world-class sporting competitions. Clients include NBA, NHL, Spanish Football League, Premier League, and other major leagues.
• MotoGP Digital Platform and Official Apps Suite of official digital properties including motogp.com, worldsbk.com, mobile and TV apps, eSports platform, Fantasy and Predictor games, and merchandise eStores, all accessible via a Single Sign-On service that also connects partner platforms.
• Harley-Davidson MotoGP Racing Series New global racing series developed in partnership with Harley-Davidson, debuting in 2026 with twelve races at six Grands Prix in Europe and North America, featuring identical race-prepared Harley-Davidson Road Glide motorcycles.

Quantifiable outcome

• €462 million in revenue generated in 2024
• +3 more outcomes

Named customers7 records

Segments5 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature3 records

Partnerships

13 partnerships are on record, tiered core, minor and flagship.

• MotulcoreGTM or Marketing Partner · 1 December 2025Motul renewed its long-term partnership with MotoGP for another five years until 2030, maintaining sponsorship of the sport and its top-tier teams. The partnership aims to boost global brand awareness, deepen local engagement, and showcase Motul's technical excellence in powersports. Motul has been a longstanding partner of MotoGP.
• RepsolcoreGTM or Marketing Partner · 21 October 2025Repsol entered a five-year strategic alliance (2026–2030) with Dorna Sports as the exclusive official supplier of lubricants for Moto2 and Moto3 categories. Products will be developed and tested at the Repsol Technology Lab under extreme racing conditions before commercialization. Repsol will launch a new range of competition-grade products and take on main sponsorship of a Grand Prix.
• QRCodeKITcoreTechnology or Integration · 8 July 2025QRCodeKIT completed load testing for MotoGP's QR-driven digital fan engagement platform, demonstrating the system can handle several thousand visits per second during live Grand Prix events. The multi-year strategic partnership focuses on scaling digital fan engagement across US and UK markets, with real-time data pipelines enabling fan behavior tracking by region, time, and device.
• European CommissionminorOthers · 23 June 2025The European Commission unconditionally cleared Liberty Media's €4.3 billion acquisition of Dorna Sports following a Phase II investigation, finding no anti-competitive concerns in sports broadcasting rights markets.
• Harley-DavidsonflagshipStrategic or Co-development Partner · 10 May 2025Harley-Davidson and MotoGP announced a new global racing championship featuring Harley-Davidson bagger motorcycles, debuting in 2026 with twelve races across six Grands Prix in Europe and North America. The series will feature race-prepared Harley-Davidson Road Glide motorcycles producing over 200 horsepower, with six to eight teams fielding two riders each. Carmelo Ezpeleta and Jochen Zeitz highlighted the partnership as an opportunity for both brands to expand global reach.
• TelescopecoreTechnology or Integration · 1 August 2024Telescope partnered with Dorna Sports to provide digital fan engagement products for the 2024 MotoGP season, deploying QR codes and broadcast graphics at race circuits. The campaign utilized four products—Scratcher, Easy Poll, Triple Play, and Battle Vote—generating over 3,000 prizes, 245k+ Battle Vote interactions, and an 87% trivia completion rate across multiple race weekends.
• FIM (Fédération Internationale de Motocyclisme)coreStrategic or Co-development PartnerDorna works closely with the FIM as the governing body for motorcycle racing, co-organizing MotoGP and other world championships. The partnership includes shared governance through the Grand Prix Commission with IRTA and MSMA.
• IRTA (International Road Racing Teams Association)coreStrategic or Co-development PartnerIRTA represents racing teams in MotoGP and collaborates with Dorna and FIM on sporting and technical regulations, the Concorde Agreement negotiations, and championship governance.
• MSMA (Manufacturers Synicate)coreStrategic or Co-development PartnerMSMA represents motorcycle manufacturers in MotoGP (Ducati, Yamaha, Honda, KTM, Aprilia, etc.) and participates in governance discussions alongside Dorna, FIM, and IRTA through the Grand Prix Commission.
• TÜV NORD ItaliaminorOthersTÜV NORD Italia certified MotoGP Group's event sustainability management system to ISO 20121:2024, validating the organization's commitment to sustainable event operations.
• Platinium Group Spain S.L.coreChannel Partner/ Reseller/ DistributorOfficial ticket sales partner operating the MotoGP (tickets.motogp.com) and WorldSBK (tickets.worldsbk.com) online ticket stores. Responsible for selling official Grand Prix tickets to fans globally.
• Fanatics (International) LimitedcoreChannel Partner/ Reseller/ DistributorOfficial eStore operator for MotoGP merchandise at store.motogp.com, providing official riders and teams merchandise including teamwear, leisurewear, equipment, accessories, gifts, and souvenirs.
• Penguin VilacoreChannel Partner/ Reseller/ DistributorOfficial eStore operator for WorldSBK merchandise at worldsbkstore.com, providing official WorldSBK merchandise to fans.

Scale indicators8 records

Recent moves8 records

Expansion highlights5 records

Broad incumbents

• Infront Sports & Media: Global sports media rights and event management company operating across multiple disciplines (winter sports, football, motorsport); comparable to Dorna's 360° event management and media rights distribution capabilities, though as a multi-sport incumbent rather than a single-championship specialist.
• Endeavor / TKO Group: Premium sports and entertainment IP holding company (UFC, WWE, PBR, IMG); comparable to Dorna/MotoGP Sports Entertainment Group as a scaled owner-operator of premium sports IP with media rights, sponsorship, and live event revenue stacks, albeit across multiple properties.

Regional players

• Supercars Championship: Premier touring-car championship primarily serving the Australian and New Zealand market; mirrors Dorna's regional franchise model in how a single promoter commercializes a manufacturer grid for a specific geography, providing a useful regional benchmark for media-rights per-market ARPU.

Direct peers

• Formula E (FIA Formula E): FIA-sanctioned electric single-seater championship with an analogous manufacturer grid, urban race calendar, and rights-holder commercial model; overlaps with Dorna on the EV-racing frontier (MotoE), making it a useful comparator for the strategic bet on electric two-wheeled racing.
• NASCAR: US-headquartered stock-car championship operator with a closed-franchise model, OEM participation, and a deeply monetized media-rights and sponsorship stack; comparable in scale of race calendar, fan engagement intensity, and digital platform footprint to Dorna's MotoGP.
• Formula 1 (Formula One Group): Operates the premier global four-wheeled motorsport championship under a similar exclusive-rights commercial model; now sits under the same Liberty Media ownership umbrella as Dorna, making it the single most directly comparable asset for media rights ARPU, sponsorship packaging, and race-hosting economics.
• IndyCar Series (Penske Entertainment): Operates the premier US open-wheel championship under a sanctioning/commercial rights holder model, with manufacturer grids, US-anchored media rights (Fox, NBC), and a mixed road/oval calendar; comparable in its single-promoter structure and championship rights economics.
• World Rally Championship (WRC Promoter GmbH): Owns and operates the FIA World Rally Championship calendar, applying the same championship-rights-holder business model as Dorna, with a manufacturer (M-Sport, Toyota, Hyundai) grid, multi-terrain global calendar, and tiered media/sponsorship revenue structure.
• IMSA (International Motor Sports Association): Sanctions and commercially operates premier North American endurance sports car racing series; smaller in scale than Dorna but directly comparable as a championship rights holder with manufacturer participation, US broadcast deals, and tiered class structure analogous to MotoGP/Moto2/Moto3.

Emerging players

• Extreme E: Electric SUV off-road racing series with a manufacturer-team grid and remote-location calendar; comparable to Dorna's MotoE and Harley-Davidson initiatives as an emerging adjacent motorsport property testing new formats and sponsor categories.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/dorna-sports

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Subsidiaries3 records

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Dorna Sports