MotoGP is embracing a new era under Liberty Media and in this edition of the Business of Motorsport Roundup you will find out how. I also have details on how F1 grew to become a multi-billion-dollar industry, the latest motorsport sponsorship deals and more.
Motorsport Industry News
How F1 Became a Multi-Billion Dollar Industry
Autosport explains how three key factors have completely transformed the landscape since Liberty Media’s arrival a decade ago, driving team values to unprecedented levels. You can read what they are here.
Is F1’s Commercial Model Built for China?
Vincenzo Landino wonders if Formula 1’s commercial model is built for China. “Yet, as Thomas wrote, brand sponsorship from China has “slowed to a trickle,” with Lenovo standing “almost alone” as a major Chinese global F1 partner and no team on the grid currently carrying a major Chinese name. Thomas was at the first Chinese Grand Prix in 2004 and was part of the commercial gold rush that followed. His framing of “full grandstands, growing fanbase, empty sponsor pipeline” stuck with me, and I wanted to understand the structural reasons behind it.”
More Concerns About Any Potential Alpine Deal
There is growing concern about Mercedes’ interest in the 24% share of the Alpine F1 team. Here are two articles that explain what those concerns are. On top of this, Steve Cohen, the founder of SAC Capital Investors, has, according to PlanetF1, thrown his hat into the ring, the billionaire having purchased the New York Mets baseball team six years ago.
For IMSA, Long-Term Planning is Bringing Long-Term Success
The now-annual March release of IMSA’s next WeatherTech and Pilot Challenge calendars is a sign of the times. Grids are full, manufacturers are engaged, and the stands are packed with fans everywhere North America’s premier sportscar championships visit. For that reason, planning events far in advance has shifted from a luxury to a tradition.
“This is now the third year in a row that we’ve been so fortunate to be able to announce the next season’s schedule here at Sebring. We were just chatting up front here, how it used to be that the schedule wasn’t announced until Motul Petit Le Mans. And then it was moved up, I think, to the State of the Sport, at Road America in August,” IMSA president John Doonan told reporters this afternoon.”
Did MotoGP Make its Brazil Return too Soon?
MotoGP’s return to Brazil was an eventful one and not in a good way. From torrential rain to a giant sinkhole opening up on the track, it was a challenging return. After an investigation, race organizers have assured MotoGP that 2027 will be better.
MotoGP Chiefs Visit Buenos Aires Construction Site Ahead of 2027 Argentina GP
Argentina is set to return to the MotoGP calendar after a year’s absence, with a revamped circuit in Buenos Aires replacing Termas de Rio Hondo. “Construction began with the demolition of the entire garage area that had been built for the return of Formula 1 to Argentina in 1995. Since then, the focus has been on the structural preparation of the site, with tasks combining demolition, earthwork and the laying of new foundations.”
How MotoGP is Charting its Own Path Under Liberty
Speaking of MotoGP, the series’ managing director of global marketing Kelly Brittain outlines how the motorcycling championship is positioning itself to win over new fans while retaining its appeal among its core audiences. Meanwhile, reports are emerging that, after months of negotiations and periods of tension, MotoGP’s promoter and the five participating manufacturers have moved significantly closer to a deal that could define the commercial framework of the series for the next five years.
MotoGP is on the verge of a “huge amount of growth” following its acquisition by Liberty Media, according to industry analyst Elis Jones. “I get very excited because currently there is a low buying price [in MotoGP]”, Jones said at the BlackBook Motorsport Forum. “The structure of distributions are different [to Formula One] and they may evolve to see more capital appreciation at team level, but I think as a sport there’s a huge amount of growth.”
Alternate Wollongong Supercars Circuit Plan in the Works
Supercars’ push for a race in Wollongong could revive a street circuit that hosted a major motorsport event 30 years ago. Speedcafe has learned that a second location, 10km south in Port Kembla, is being investigated as an alternative option.
Global Motorsport Engagement
Ernie Manansala Jr highlights motorsport engagement around the world. “At a macro level, motorsports continues to be a massive global ecosystem, with well over 1.5 to 2 billion fans engaging across major series worldwide. The scale is undeniable, but what’s more interesting is how that engagement is shifting.” Read his full post here.
Quick Takes on the Business of Motorsport This Week
Why Manufacturers Are Flocking to Hybrid Racing and More
Highlights from the Sustainable Motorsport Roundup
Opel Joins Formula E for Gen4 Era
Opel has joined Formula E for the Gen4 era and this week’s Sustainable Motorsport Roundup has the details. I also have news on Formula 1 working to strengthen the integration of nature protection and restoration into its strategy and delivery and much more!
The Numbers This Week
NASCAR Averages 2.43m Viewers at Darlington on FS1
Nascar averaged 2.43 million viewers during last weekend’s Cup Series visit to Darlington Raceway on FS1. The figure is one per cent on the comparable race weekend last year at Homestead-Miami Speedway, which averaged 2.46 million viewers on the same channel.
Cosmetics, Racing and More Sponsorship News
The Business of Running a Race Team
Why Zak Brown Puts people at the Centre of Performance
At Udemy’s PowerUp Live 2026 event, the McLaren Racing CEO outlines why competitive advantage is increasingly driven by people, not just the car.
“We’ve got awesome technology, wind tunnels and CFDs,” he told Udemy’s PowerUp Live 2026 event at the McLaren Technology Centre. “The real difference is our people. Getting the most out of them, getting them to work really well together, getting them to learn, challenge each other and row in the same direction, and making sure everyone understands how important their role is and how they contribute to our success.”
Read the whole article over at Sector here.
Team & Manufacturer News
Changes at Audi F1 and More
Motorsport Movers & Shakers
The Woman Leading the Miami Grand Prix: Kathy Nowak
The Paddock Journal explains how How Kathy Nowak became the President of F1 Miami GP before the age of 30 and what she’s doing to make the race one of the most exciting on the calendar.
Read the full profile here.