P1racenews AI automatic summary:
Dorna Sports has been renamed ahead of the 2026 MotoGP season
Dorna Sports is being renamed as MotoGP Sports Entertainment Group for the 2026 season under new owner Liberty Media, a move signifying a shift in the championship landscape.
Dorna, the commercial rights holder since 1992, guided MotoGP through a significant growth phase in the 21st Century.
With Liberty Media’s €4.2 billion acquisition of Dorna in 2024, changes were anticipated but the existing leadership under Carmelo Ezpeleta has been maintained.
CEO Ezpeleta believes the rebrand to MotoGP Sports Entertainment Group signifies a strategic direction for MotoGP, transcending beyond a mere championship to a global entertainment brand.
The transition aims to spur innovation and expand globally while upholding the core values of the sport, with ongoing management of Moto2, Moto3, World Superbikes, and other championships within its portfolio.
The MotoGP SEG rebrand represents a strategic move to enhance MotoGP’s global appeal, connect with diverse audiences, and improve the overall fan experience both on and off the track.
