MotoGP appointed CAA Sports as its exclusive global sponsorship agent Tuesday, consolidating a revenue line that generated an estimated $180 million annually across paddock signage, title partnerships, and team-level deals. The mandate covers all commercial territories and begins immediately, with CAA's London and New York offices handling outreach.
Dorna Sports, which owns the commercial rights to MotoGP, has run sponsorship sales internally since Liberty Media's $4.2 billion acquisition of its parent company in 2021. The CAA shift mirrors Formula 1's 2018 move to centralize partnerships under a single agency structure—a transition that preceded deals with Heineken ($90 million over five years), AWS, and Salesforce. MotoGP's current title partner, Michelin, is in the final season of a contract signed in 2015; negotiations for the 2027 renewal have not formally opened.
The timing matters for three reasons. First, MotoGP's U.S. broadcast deal with NBC expires after the 2026 season, creating a narrow window to package media rights with fresh sponsorship inventory for a joint pitch. Second, the series added a second U.S. round in Indianapolis starting 2027, giving CAA a clean product to sell into the American market where motorcycle racing has historically struggled to command eight-figure commitments. Third, Dorna is quietly shopping a minority stake—conversations with Bain Capital and CVC surfaced in March—and audited sponsorship revenue is the first number a private equity buyer stress-tests.
CAA's assignment includes pursuing non-endemic categories MotoGP has barely touched: luxury goods, financial services, streaming platforms. The paddock still skews heavily toward motorcycle manufacturers (Ducati, Yamaha, Honda all field factory teams) and energy drinks, a profile that limits valuation multiples when compared to F1's diversified sponsor base. One person familiar with the mandate said CAA was tasked with securing at least two new global partners in categories outside automotive and beverage by the end of 2027, a metric that will determine whether the agency relationship extends past its initial three-year term.
The appointment also clarifies MotoGP's governance structure post-Liberty. While F1 operates as a standalone entity with its own sales team, MotoGP remains embedded within Dorna's broader motorsport portfolio, which includes WorldSBK and MotoE. CAA's exclusive scope covers only the premier MotoGP class, leaving the support series to be sold separately—a division that signals where Dorna believes the premium inventory sits.
Watch for CAA to begin pitching during the Silverstone round in August, when the paddock hosts its largest European partner gathering of the season. The Indianapolis race contract, signed with the city in January, includes a $12 million annual hosting fee but lacks a title sponsor; that slot is the obvious first test case. Michelin's renewal talks, expected to formalize by October, will show whether CAA can extract a higher rate than the estimated $25 million per year the tire maker currently pays. And if Dorna's sale process advances, the new sponsorship structure will be a line item in the CIM.
CAA Sports already represents the International Champions Cup, the Premier League's U.S. broadcast rights in prior cycles, and Atlético Madrid. The agency does not represent any current MotoGP team, avoiding the conflict that has complicated rival mandates in F1.
The takeaway
MotoGP's CAA deal is the sponsorship-side prep work for a sale process that needs audited revenue growth before private equity writes a check.
motogpsponsorshipcaa sportsdornaprivate equityliberty media
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