MotoGP appointed Creative Artists Agency Sports as its exclusive global sponsorship agency, handing the Los Angeles-based firm control over the entire commercial perimeter—trackside boards, broadcast integrations, paddock hospitality, and digital inventory—across all 20 Grand Prix weekends. The mandate begins immediately and runs through the 2028 season.
Dorna Sports, the Spanish rights holder that operates MotoGP, had previously managed sponsorship sales in-house with regional consultants handling Asia-Pacific and Americas activations. That structure delivered steady mid-single-digit sponsorship growth, but left gaps. The 2025 season closed with eight of the top 20 trackside positions unfilled at four European rounds, and fewer than half the paddock's VIP suites were monetized outside the flagship races in Austin, Mugello, and Barcelona. CAA now owns the entire P&L.
The appointment follows Liberty Media's eight-year Formula 1 run, during which trackside sponsorship revenue grew from $139 million in 2017 to north of $400 million in 2024. Liberty did not use an external agency—it built a 40-person commercial team in-house—but the comp is instructive. MotoGP's 2024 global rights fees and sponsorship brought in roughly €150 million; Dorna has told investors it expects to reach €250 million by 2028. CAA's fee is understood to be a low-double-digit percentage of incremental revenue above a €155 million baseline, with bonuses tied to multi-year deals and category exclusivity.
CAA Sports manages the NFL's On Location hospitality joint venture, represents 11 Olympic federations, and handles kit deals for U.S. Soccer and the LA28 organizing committee. It does not currently operate paddock-level sales for any racing series, which makes the hire a test case. The firm will embed a five-person team in Madrid, reporting to Dorna's chief commercial officer, and open category pitches in financial services, luxury automotive, and consumer electronics—three verticals where MotoGP has underperformed relative to Formula 1 and even Formula E.
Sponsors already in discussions include a European luxury watchmaker shopping for a title slot on the 2027 calendar, and a Southeast Asian consumer electronics brand exploring activation around the Malaysian and Thai rounds. Dorna has long maintained that MotoGP's core demographic—male, 25-54, median household income €68,000—justifies premium pricing, but has struggled to extract it without Formula 1's scale or NASCAR's regional density. CAA's pitch deck, seen by two prospective sponsors, emphasizes cumulative global reach of 430 million unique viewers and year-on-year attendance growth of 7% since 2022.
The deal also positions CAA to renegotiate Dorna's own assets when they come up. Estrella Galicia's beer sponsorship expires after 2026, and the paddock's official timekeeper, Tissot, has a renewal option due in Q1 2027. Both are worth low eight figures annually; CAA will handle renewals or replacements. The firm declined to comment on specific categories, but one source close to the negotiation said CAA has already begun mapping conflicts with its client roster—DraftKings, for instance, competes with Dorna's incumbent gaming partner in three European markets.
Watch for the first new sponsor announcement in Q3 2025, likely a multi-year deal in financial services or mobility. CAA's standard playbook involves one marquee signing within 90 days to justify the mandate. Expect Dorna to debut updated trackside branding templates at the Catalunya test in November, and for paddock suite pricing to reset upward by 15%-20% for 2026. If CAA delivers €180 million in sponsorship by year-end 2026, Dorna will likely extend the mandate through 2030 and hand over additional media sales responsibilities.
The contract was signed June 4 in Madrid. The CAA team starts Monday.
The takeaway
MotoGP consolidates all sponsorship inventory under CAA Sports through 2028, targeting €250M in rights and sponsorship by 2028—up from €150M in 2024.
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