Dorna Sports Renamed MotoGP Sports Entertainment Group in Strategic Rebrand

Madrid, February 16, 2026: Dorna Sports, S.L. has officially rebranded as MotoGP Sports Entertainment Group, marking a significant milestone in the evolution of the organisation that has served as the exclusive commercial and broadcast rights holder of MotoGP since 1992.

The new company name reflects MotoGP’s transformation from a premier motorcycle racing championship into a global sports entertainment platform with worldwide cultural impact.

Strategic Rebrand Signals Global Expansion

The renaming follows MotoGP’s brand refresh in 2024 and underscores the organisation’s long-term vision to expand beyond traditional motorsport boundaries. The transition highlights a stronger focus on:

• Digital innovation
• Immersive fan engagement
• Global storytelling
• New entertainment formats complementing on-track action

Carmelo Ezpeleta, CEO of MotoGP Sports Entertainment Group, described the change as a defining moment for the organisation.

“The company name change is much more than a new identity – it is a statement of intent. MotoGP has grown far beyond just a championship; it has become a global entertainment property followed passionately around the world,” said Ezpeleta.

He added that the new identity will accelerate innovation and global expansion while preserving the sport’s core values and competitive spirit.

Strengthening MotoGP’s Global Sports Portfolio

As MotoGP Sports Entertainment Group, the organisation will continue overseeing the commercial, sporting and fan engagement development of multiple elite motorcycle racing properties, including:

• Moto2
• Moto3
• Road to MotoGP development programmes
• Superbike World Championship
• Harley-Davidson Bagger World Cup

The strategic shift is designed to broaden MotoGP’s global reach, attract younger and more diverse audiences, and elevate the overall fan experience both on and off the track.

A New Chapter for MotoGP

The rebranding to MotoGP Sports Entertainment Group signals a bold new chapter for the sport, positioning it as a global entertainment powerhouse while continuing to build on decades of commercial growth and sporting excellence.

With a sharpened focus on innovation, digital engagement and worldwide expansion, MotoGP is set to reinforce its status as one of the most dynamic and culturally resonant motorsport properties in the world.