Dorna Sports announced it has renamed itself MotoGP Sports Entertainment Group (MotoGP SEG), repositioning MotoGP as an entertainment-first global platform built on what the company calls “world innovation.” Chief Executive Carmelo Ezpeleta described the change as “a statement of intent” and “more than a simple rebrand,” framing it as a future-facing effort to expand MotoGP’s global reach and market standing in sports entertainment.

The new identity formalizes Dorna’s evolution since it became the exclusive commercial and broadcast rights holder for MotoGP in 1992 and consolidates management of several series under a single entertainment-focused group. MotoGP SEG will continue to manage MotoGP, Moto2, Moto3 and the Road to MotoGP development pathway, and will also oversee the World Superbike Championship (WorldSBK) and the newly created Harley-Davidson Bagger World Cup; the Harley-Davidson relationship was cited as part of event expansion. Leadership says the repositioning aims to accelerate digital innovation, immersive fan engagement and global storytelling to broaden reach and attract younger, more diverse audiences while preserving the core racing spectacle.

The announcement emphasized brand and platform ambitions rather than operational details, personnel changes or specific commercial deals. Liberty Media completed a €4.2 billion acquisition of Dorna in 2024 and has largely left management in place, though Chief Commercial Officer Dan Rossomondo departed in late 2025. Some stakeholders have raised concerns that consolidating motorcycle racing properties under MotoGP SEG could dilute WorldSBK’s distinct identity.

Sources