Dorna Sports, S.L., the company which has run grand prix motorcycle racing since 1992, has been renamed. From now on, the company will be known as MotoGP Sports Entertainment Group, though much of the current organizational structure will remain intact.
Renaming the company is a commercial decision, and one aimed at giving the company a more global appeal. In a commercial environment, the name Dorna Sports always needed an explainer as to what they did. MotoGP Sports Entertainment Group does exactly what it says on the tin.
According to the press release issued on the name change, this is the next step in the rebranding process started back in 2024. That was before the takeover by Liberty Media, and part of a growing awareness that the growth of MotoGP had plateaued, was stuck at its current level and needed to find a new impulse to grow. Liberty has since picked up that objective and is pushing it forward.
