In a move designed to accelerate its international expansion, MotoGP has announced a strategic partnership with leading sports marketing agency Two Circles. The collaboration aims to significantly boost the sport’s fan engagement and growth, particularly in two high-priority markets: the United States and the United Kingdom.
The agreement will see Two Circles manage the end-to-end content strategy for MotoGP—from creative ideation to execution—leveraging data analytics to guide storytelling and distribution choices. With a reputation for driving fandom in underserved markets, Two Circles will now bring its insights to one of motorsport’s most exhilarating global properties.
“It’s about delivering meaningful, measurable growth,” said Kelly Brittain, MotoGP’s Global Marketing Managing Director. “We’ve known for some time that markets like the US and UK have huge untapped potential, and the Two Circles research highlighted this further. We needed the right partner to help us engage them—not just with more content, but the right content.”
In the UK, MotoGP is currently broadcast by TNT Sports, while US coverage was secured in a last-minute deal earlier this year with Fox Sports, a signal of renewed ambition in English-speaking territories. These media deals provide a strong foundation, but the real battle lies in digital fan conversion—especially among Gen Z and younger motorsport audiences.
Moe Hamdhaidari, Director at Two Circles, noted: “MotoGP is already one of the most thrilling sports in the world, but there’s still huge growth potential in key fan markets. We’re incredibly excited to help take MotoGP to the next level, using data-driven insight and bold creative thinking to reach and resonate with a whole new generation of fans.”
The partnership adds to Two Circles’ rapidly expanding global portfolio. In just the past few months, the agency has been appointed:
- Exclusive sponsorship agency for the Women’s Super League through 2028-29,
- International media rights partner for France’s top-tier rugby leagues, and
- Commercial advisor to Cricket Australia.
As MotoGP eyes a broader mainstream breakthrough in the West, this collaboration underscores a deeper industry trend: where data, creativity, and hyper-targeted engagement are no longer a luxury—but a necessity.
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