MotoGP has appointed Creative Artists Agency Sports as its exclusive global sponsorship agency, consolidating sales across all race weekend inventory, broadcast integrations, and digital assets under a single Hollywood-backed intermediary.
The deal, announced quietly through trade channels, gives CAA Sports control over MotoGP's commercial partnerships worldwide starting immediately. CAA will handle negotiations with global brands, manage existing sponsor renewals, and prospect new categories. Dorna Sports, MotoGP's commercial rights holder, did not disclose the agency fee structure or contract duration. The move ends a patchwork model where Dorna managed some tier-one partners directly while outsourcing regional deals to smaller shops.
The timing is deliberate. MotoGP's Netflix docuseries, *MotoGP: Unlimited*, lands in March 2026, promising the same sponsor attention *Drive to Survive* delivered for Formula 1. CAA knows that playbook: the agency reps eleven F1 drivers and helped convert Netflix curiosity into eight-figure personal endorsements for Lando Norris and George Russell. Now CAA inherits MotoGP's existing sponsorship base—€73 million in disclosed annual partnerships across title sponsors, official suppliers, and broadcast integrations—and gets twelve months to reshape it before casual streaming audiences arrive. Early targets include luxury automotive (Ducati's parent Audi already circling), sports betting operators expanding beyond F1, and U.S. consumer brands hunting European eyeballs at a discount to soccer.
The agency consolidation also smooths integration risk ahead of Liberty Media's pending takeover of Dorna. Liberty closes that €4.2 billion acquisition in Q4 2024, inheriting eighteen races, six manufacturers, and a commercial model built for European broadcast. CAA Sports already works Liberty's Atlanta Braves and Formula 1 commercial team; putting one agency on MotoGP sponsorship now means fewer handoffs when Liberty's playbook arrives. Worth noting: CAA negotiated F1's $100 million Heineken renewal in 2023 and placed crypto platform Kraken as a series partner. MotoGP's current title sponsor, Tissot, renews in December 2025. The watch brand paid roughly €12 million annually under the prior structure. CAA will test whether Netflix momentum and Liberty's distribution power justify a 30-40% increase.
One friction point: MotoGP teams control their own kit and livery deals, unlike F1 where Dorna's equivalent controls more commercial real estate. Ducati, Honda, and Yamaha factory squads already have dedicated sponsorship directors and long-term automotive partnerships that won't flow through CAA. The agency's real inventory is paddock activation space, broadcast overlays, digital content series, and the championship's own social channels—14 million followers across platforms, up 22% year-over-year. CAA will also manage MotoGP's hospitality packages, where per-head spend runs €4,800 at marquee rounds like Mugello and Assen, comparable to mid-tier F1 venues.
The CAA roster includes the NFL, UEFA Champions League, and College Football Playoff. MotoGP is the agency's first global motorsport property outside Formula 1 driver representation. CAA's London and Los Angeles offices will split the work: European endemic sponsors and hospitality handled in London, U.S. brand prospecting and entertainment integrations in L.A. The agency has 180 days to present Dorna with a category-by-category sponsorship strategy ahead of the 2026 season opener in Qatar on March 8.
Dorna CEO Carmelo Ezpeleta spent two decades building MotoGP's sponsorship model in-house, maintaining close relationships with Estrella Galicia, Motul, and Michelin. Handing that to a third party—even one as connected as CAA—suggests he's preparing the business for post-Netflix scale and post-Liberty ownership, where institutional sponsors expect the same sales professionalism they get from the NBA and Premier League. The question is whether MotoGP's 3.1 million live attendance and 405 million cumulative broadcast reach in 2023 can command F1-style pricing once the Hollywood logistics arrive. CAA just took the contract that answers it.
The takeaway
CAA Sports now controls MotoGP's global sponsorship sales, timed for Netflix docuseries launch and Liberty Media's operational integration.
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