MotoGP has exceptionally loyal fans – according to Carlos Ezpeleta, this is precisely what makes the series particularly exciting for new brands from outside the industry
MotoGP is on a stable economic footing, and that is precisely what opens up new scope for growth, according to sporting director Carlos Ezpeleta.
In an interview with Business of Sport, he paints a picture of a series that is strongly supported by traditional motorsport partners, but at the same time wants to open up to new industries. “Our strength – and at the same time a certain challenge – are currently our ‘endemic sponsors’,” explains Ezpeleta.
These are companies that are closely associated with motorsport: Tire manufacturers, fuel and lubricant suppliers or energy drink brands. “A large part of the investment in the sport comes precisely from these partners.”
This stable basis is a decisive advantage. While other sports can be more affected by economic fluctuations, the core business of MotoGP continues to go “very, very well”. In particular, Ezpeleta cites the racing events themselves and the existing sponsorship structures. “It is very important to have stable ground while moving things elsewhere.”
Bringing in other brands
However, this is precisely where the strategic development comes in. MotoGP wants to attract “non-endemic sponsors”, i.e. brands that have no direct connection to motorsport to date. These are valuable for several reasons.
“They elevate the brand, they are excellent marketeers and they activate very well,” says Ezpeleta. Above all, however, such partners can tap into new target groups.
By using their own marketing channels, they act as “entry paths for new fans”. Blue-chip partners are therefore important for the future of sport. According to Ezpeleta, the interest is already clearly noticeable: the series is currently experiencing “a lot of demand” from potential new sponsors.
Exceptionally loyal fans
A key argument in discussions with brands is the exceptionally high level of fan loyalty. Ezpeleta cites a figure that stands out even in a global sports comparison: “82 percent of our fans watch at least 75 percent of the races.”
This intensity of use is a clear competitive advantage. Anyone who attends a MotoGP event encounters an audience that is deeply rooted in the sport: “Go to a grandstand and ask about the top 5 of the championship – people know it.”
The result: sponsors benefit from a quick and direct impact. “These people are engaged, they consume the brands they see and they are more likely to choose these brands over others,” explains the MotoGP expert. The “return on investment” is correspondingly quick.
More than just motorcycles
A widespread misconception concerns the target group itself. Contrary to the obvious proximity to motorcycling, the fan base is by no means just made up of active bikers.
“Only around 20 to 25 percent of our fans actually ride a motorcycle or own one,” clarifies Ezpeleta. Even when it comes to race attendance, the proportion is lower than is often assumed: “As a rule, only around ten to 15 percent of spectators come by motorcycle.” In many markets, there are even numerous fans who have no interest in buying a motorcycle themselves.
This realization is crucial for marketing. Although MotoGP remains an ideal platform for motorcycle manufacturers to position their brands, the field is also opening up for numerous other sectors. “We see MotoGP as a platform to promote any brand – not just motorcycle brands.”
Where growth potential lies
In order to leverage this potential, the series is increasingly focusing on innovative marketing measures. “A major focus is currently on modern activations, both on-site and off-site,” explains Ezpeleta. This includes interactive fan experiences, digital campaigns and new forms of brand staging during the weekends.
The combination of high fan loyalty, growing internationalization and new sponsorship structures could give MotoGP additional economic momentum in the coming years. The basis is already right. Now it is a matter of “transferring this influence to new brands”.
