MotoGP appointed CAA Sports as its exclusive global sponsorship agency, moving the commercial sales mandate for the entire championship outside its Madrid headquarters for the first time. The deal covers all MotoGP-owned inventory—trackside, broadcast integration, paddock hospitality—and runs multi-year, though neither party disclosed the commission structure.
The move follows 18 months of flat sponsor revenue despite rising television numbers. MotoGP's internal commercial team, roughly 12 people under Chief Commercial Officer Pau Serracanta, now focuses on content partnerships and digital products while CAA Sports runs outbound sponsor prospecting from Los Angeles, London, and Singapore. The shift mirrors what Formula 1 did in 2017 when Liberty Media brought in IMG to professionalize sales after years of Bernie Ecclestone's handshake deals. MotoGP's rights holder Dorna Sports—owned by Liberty since 2021—is applying the same playbook.
Why it matters: MotoGP's sponsor base tilts heavily European endemic—tyre companies, oil brands, motorcycle manufacturers—while F1 now counts 27 non-automotive Fortune 500 partners. CAA Sports brings existing relationships with Marriott, Cisco, and American Express, none of which currently activate in motorcycle racing. The agency also handles NFL, NBA, and college football inventory, meaning MotoGP can be packaged into cross-sport proposals for brands seeking younger male demos without the $75 million annual cost of F1 title sponsorship. Dorna has been clear: the next revenue inflection comes from outside Europe. CAA's Singapore office, opened 18 months ago, focuses exclusively on Southeast Asian conglomerates—a region where MotoGP television ratings already outpace F1 in Indonesia, Thailand, and Malaysia.
The timing lands just after MotoGP announced a second U.S. race starting 2026, adding a circuit yet to be named to the existing Austin round. That gives CAA two domestic events to sell, plus night races in Qatar and Abu Dhabi that air live in American prime time. The agency's pitch will likely emphasize live attendance growth—MotoGP drew 2.7 million spectators across 21 races last season, up 18% from 2022—and the sport's tilt toward younger fans, with median age 34 compared to F1's 38. The challenge: MotoGP's fragmented calendar, with races across four continents and only 48 hours of track action per weekend, offers less hospitality inventory than F1's three-day formats.
CAA Sports will also handle circuit naming rights, a category MotoGP has barely touched. Only two venues carry sponsor names—Red Bull Ring, Pertamina Mandalika—while F1 counts eight. The agency recently placed $300 million in naming-rights deals across European football stadiums, and at least three MotoGP circuits are owned by private equity firms open to renaming if the price clears $5 million annually. Expect outreach to cryptocurrency exchanges, consumer electronics brands, and financial services companies that missed the F1 window.
Watch for CAA's first new partner announcement within 90 days, likely a non-endemic brand in technology or hospitality. The agency's standard exclusivity window runs six months before performance reviews, meaning Dorna will know by January 2027 whether the model works. Also watch coordinator hires—CAA Sports has 11 open roles listed on its site, several tagged for motorsport client service, suggesting the MotoGP mandate includes dedicated headcount, not just repurposed F1 staff.
The contract makes Dorna the second Liberty Media motorsport property to outsource sponsorship sales. The company still hasn't done the same for Formula E, which it also owns, and which still runs sponsorship in-house despite overlapping brand targets. If CAA delivers, expect Liberty to extend the model across the portfolio.
The takeaway
MotoGP outsources global sponsor sales to CAA Sports, chasing non-endemic Fortune 500 brands and U.S. market expansion as Dorna replicates Liberty's F1 playbook.
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