Revving for Success: MotoGP's Quest to Shine Beyond Formula One's Reach

The new owners of MotoGP, Liberty Media, recently acquired the sport in a $4.2 billion deal. They had their first opportunity to observe their investment at the GP of the Americas in Austin, Texas last weekend.

The Circuit of the Americas (COTA) hosts both MotoGP and F1 races. Comparing the attendance, it is clear that the bikes have room to grow in popularity when compared to their four-wheel counterparts. For example, the 2023 F1 Grand Prix at COTA attracted a total of 432,000 spectators.

Fans and teams have been wondering how Liberty can support MotoGP in the United States to transition from just surviving to thriving. One advantage that MotoGP has is its exciting unpredictability, which sets it apart from the more predictable races of Formula 1.

Carlos Ezpeleta, Dorna’s chief sporting officer, mentioned that Liberty does not believe the sport needs fixing, a sentiment we share as well.

Reigning double world champion Pecco Bagnaia also shared his thoughts, stating, “It’s hard to pinpoint what they can enhance. I believe it's already an amazing show, but there is room for it to become more popular.”

MotoGP’s Chief Commercial Officer, Dan Rossomondo, is enthusiastic when talking about the competitive nature of the sport. He points out that in MotoGP, a rider can be leading the race on the last lap, only to fall and end up with nothing - not even a single point.

Rossomondo also feels that the success of Formula 1 goes beyond the popular "Drive to Survive" series.

Rossomondo mentioned that "Drive to Survive" played a significant role in their success, but they also excelled in various other aspects that often go unnoticed by many. They made the most of the opportunities presented by "Drive to Survive."

The documentary series excelled in portraying human drama, effectively elevating the profiles of F1 drivers and teams. Six-time premier class champion Marc Marquez believes that this should be the primary objective for the new owners.

Marquez expressed his satisfaction with the news, praising the significant impact of the changes made to Formula One in an interview with CNN.

He emphasized the importance of targeting the younger generations and aspiring to create new iconic figures in the sport, reminiscent of legendary names such as Valentino Rossi, Dani Pedrosa, Jorge Lorenzo, and Casey Stoner. Marquez highlighted the necessity of investing in MotoGP to enhance the overall spectacle and attract a wider audience.

Roland Sands is steeped in US motorbike history.

Roland Sands is steeped in US motorbike history.

Jonathan Hawkins/CNN

Wildcard

A new addition to this year's COTA lineup was the King of the Baggers, a class featuring customized Harley Davidson and Indian bikes. What began as a fun experiment has now become a competitive event, with skilled riders and substantial budgets in the mix.

The Baggers' presence at COTA also brought along a group of supporters, including Roland Sands, a renowned former racer and designer of high-performance custom bikes, along with a range of products and apparel.

Sands, a key figure in the cool California custom scene, thinks MotoGP needs to put in more effort to attract US viewers.

He believes that Americans won't be interested in watching Europeans ride motorcycles in circles unless there is a compelling reason for them to do so.

Building up characters is crucial in creating a connection with the audience. It's important to feel like you know the people behind the helmet. Liberty has done a great job in achieving this with F1, not only by showcasing the drivers but also by delving into the backstory of the teams. Now, viewers feel more informed and involved.

Sands also points out that the language barrier can be a challenge for docu-style MotoGP series in the US, especially with Spanish and Italian riders being prominent in the sport.

Maverick Viñales' team greets him at the finish wearing Caped Crusader masks.

Maverick Viñales' team greets him at the finish wearing Caped Crusader masks.

Jonathan Hawkins/CNN

Make it a party

"If you want the show to be successful in America, it has to be in English. No one wants to read subtitles," Sands emphasized.

"It's important to have character development and create a fun atmosphere. The goal is to make it so entertaining that people will watch it in bars. Look at how popular soccer has become here. People wake up early, head to bars, and enjoy watching the games with a beer."

Rossomondo disagrees, pointing to the success of F1 and European soccer in the US as evidence.

According to Rossomondo, there is a strong cultural connection to global sports in the US. He mentioned the achievements of the Premier League and F1 as examples, highlighting the global appeal of these sports.

"People often comment on the fact that our players don't speak English, but that's perfectly fine. I mean, when was the last time you heard Lionel Messi give an interview in English? You haven't, right? So, I believe that presents an opportunity here in the US."

According to Sands, the sport is in need of a new Valentino Rossi, the charming Italian who recently retired from the sport in 2021.

Rossi brought a lot to the sport of MotoGP. He was not only fantastic on the track, but he also helped the sport grow in a significant way. People were drawn to him because of his personality - he was personable, funny, and always celebrated his victories. He gave fans visual reasons to like him, which made him stand out in the world of motorcycle racing.

Maverick Viñales leads the field during the MotoGP Of The Americas - Sprint on April 13, 2024 at Circuit of the Americas in Austin, Texas.

Maverick Viñales leads the field during the MotoGP Of The Americas - Sprint on April 13, 2024 at Circuit of the Americas in Austin, Texas.

Mirco Lazzari gp/Getty Images

Wayne Rainey, a three-time MotoGP world champion, currently oversees the MotoAmerica series in the US. This series focuses on developing American motorcycle track talent, including the King of the Baggers competition. Rainey believes that the sport has historically been overlooked in the United States.

"When I was a world champion, my neighbors had no idea about my profession. However, when I visited Spain, I couldn't go out unnoticed because everyone there knew about my achievements," shared the 63-year-old with CNN Sport. "The United States is vast, stretching 3,000 miles across with various states, making it challenging to establish a presence here."

"When we first introduced King of the Baggers four years ago, many questioned our decision, asking, 'Wayne, aren't you focused on nurturing future GP stars?'", Rainey added.

"But at the end of the day, it's really all about having fun, isn't it? Baggers have made their way to MotoGP not just to add to the atmosphere and amp up the excitement, but ultimately to entertain the crowd."

Wayne Rainey is a three-time MotoGP world champion.

Wayne Rainey is a three-time MotoGP world champion.

Jonathan Hawkins/CNN

Intensity

Walking the paddock at COTA on Thursday was Natalie Cardenas, her husband, Christopher, and sons Silas and Jack.

Natalie shared her love for MotoGP, saying, "We've been to every single race in Austin since it opened. The riders, the intensity of the bikes, just riding around the track, our sons love it."

Christopher expressed his passion for MotoGP, stating, "I watch a little bit of Formula One, but MotoGP is my primary sport. That's what I really, really love. For me, it's the actual racing, not just the riders, the bikes, and livery."

Experiencing it in person is amazing because it only comes to America once a year.

Sunday's grand prix on the track provided a thrilling conclusion to the weekend.

After a dramatic crash by Marc Marquez while leading the race on his Gresini Ducati, Maverick Viñales made an impressive comeback on his Aprilia. Despite starting in 11th place, he managed to secure a dominant victory. He finished ahead of rookie sensation Pedro Acosta on his GasGas bike and a strong performance from Enea Bastianini on his factory Ducati.

MotoGP’s Chief Commercial Officer, Dan Rossomondo, is a passionate advocate of the sport's global footprint.

MotoGP’s Chief Commercial Officer, Dan Rossomondo, is a passionate advocate of the sport's global footprint.

Jonathan Hawkins/CNN

Caped crusader

The victory meant the Spaniard was the first in the MotoGP era to claim a GP win for three different manufacturers and he celebrated in style.

Viñales arrived at the finish line wearing a helmet adorned with the Batman logo. His team greeted him wearing Caped Crusader masks, while he himself donned a cape and mask for the podium ceremony with ticker tape blasting around them.

The general sentiment among both paddock insiders and fans is that once people experience the excitement of MotoGP, they will be hooked and want more. Liberty Media brought an 11-member delegation to COTA, and it's safe to say that they left with a newfound enthusiasm for the sport.

Sands is enthusiastic about the sport's raw materials. He emphasizes the importance of introducing riders to people and explaining why they should care about them and why the sport is so exciting.

He describes the sport as beautiful to watch and incredibly intellectually deep. The technical aspects of how bikes work and why they don't work are more complex than any other motorsport. Additionally, the visibility of rider style makes it more interesting than F1 cars.

Editor's P/S:

The article highlights the challenges and opportunities facing MotoGP in the United States as Liberty Media takes over the sport. While the sport has a strong following in Europe, it has yet to gain widespread popularity in the US. The article suggests that Liberty Media can help MotoGP grow in the US by focusing on building rider personalities, creating a more entertaining atmosphere, and addressing the language barrier.

The article also discusses the role of the King of the Baggers class in attracting new fans to MotoGP. The class features customized Harley Davidson and Indian bikes and has become a popular event at COTA. The article suggests that the King of the Baggers class can help MotoGP connect with a wider audience in the US by showcasing the sport's more accessible and American-friendly side.