Dorna Sports, the commercial rights holder of MotoGP, has been exploring the idea of refreshing its brand identity and introducing a new logo since last year. However, it wasn’t until the pre-season testing in Qatar in February that Dorna officially shared its plans with the series’ teams.
Dan Rossomondo, Dorna’s chief commercial officer, aims to unveil MotoGP‘s new logo in November. Despite Liberty Media’s pending 86% acquisition of Dorna, scheduled to be finalized by year-end, the brand revamp of MotoGP is an independent initiative.
In an exclusive interview with Autosport at the Spanish Grand Prix, Rossomondo highlighted that the renewal is primarily about enhancing the championship’s identity and representation.
“MotoGP is an incredible spectacle, as seen in Austin two weeks ago, and we want our brand to reflect that to the world,” Rossomondo stated. “Our goal is to communicate consistently across various aspects, including fan engagement, partnerships, and customer relations.”
Under Rossomondo’s leadership, Dorna has implemented several changes to improve its operations. The transformation aims to incorporate elements that best define the MotoGP championship, emphasizing its speed, innovation, technological prowess, and the bravery of its riders.
While Rossomondo downplays the significance of the new logo, which first debuted in 2000 and underwent a revision in 2007, he acknowledges its importance to the public perception of the brand.
“While there will be a new logo, the strategy behind it is what truly matters,” he emphasized. “We understand that the logo may evoke mixed reactions, but our focus remains on the broader strategy driving our brand forward.”
The upcoming unveiling of MotoGP’s new logo marks a significant milestone in the championship’s evolution, signaling Dorna’s commitment to modernizing its image while staying true to the essence of motorcycle racing.
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