In a landmark move that reshapes the global motorsport landscape, Liberty Media has received final, unconditional approval from the European Commission to complete its $4.2 billion acquisition of Dorna Sports — the exclusive commercial rights holder of MotoGP. The transaction, which had been under antitrust scrutiny due to Liberty’s existing ownership of Formula 1, is now expected to close by July 3, 2025.
This acquisition signals a major shift not just for two-wheel racing, but also for how global sports assets can be reimagined, repositioned, and revived under the right stewardship.
Inside the Deal
Liberty Media will acquire 84% of Dorna Sports, with current management retaining the remaining stake. The transaction values Dorna at an enterprise value of €4.3 billion ($4.96B) and an equity value of €3.7 billion ($4.27B). Former F1 executives Chase Carey and Sean Bratches will join Dorna’s board. CEO Carmelo Ezpeleta will remain in charge of the Madrid-based organization.
The financing includes:
- $1 billion in term loan financing at Formula 1
- Pro forma net leverage under 3.5x at Formula 1
- Pro forma leverage at Dorna just below 5.5x
Strategic Implications
With this acquisition, Liberty Media is expected to apply its Formula 1 playbook to MotoGP, with a heavy emphasis on:
- Content development (a possible MotoGP version of Drive to Survive)
- Streaming and digital distribution
- Global calendar expansion beyond Spain and Italy
- Event packaging and corporate hospitality growth
- Social media strategy and fan engagement
As Guenther Steiner, former Haas F1 team boss and a potential investor in MotoGP’s Tech3 KTM team, put it: “MotoGP is undervalued. It’s such a good product that hasn’t yet been marketed right.”
Why Liberty Sees Value in MotoGP
Liberty transformed F1 from a niche European motorsport into a $27B global entertainment platform. Between 2017 and 2023, Formula 1:
- Tripled in valuation
- Grew its fanbase through digital-first content
- Improved parity through regulatory changes and cost caps
- Opened up new markets, including the U.S., Qatar, and Saudi Arabia
With MotoGP, Liberty inherits a sport with tremendous on-track action but low off-track storytelling. Riders are brave, the competition is fierce, and the weekend format — already including Sprint races — is highly engaging. Yet, the narrative around it has remained underdeveloped.
Is This a Signal Liberty Might Sell F1?
Rumors of Liberty Media selling Formula One Management (FOM) have circulated since 2023, with Saudi Arabia allegedly bidding over $20 billion. With F1 revenue growth now flattening (Q1 2025 was down $150M YoY), some analysts believe this acquisition could be a hedge or pivot.
That doesn’t mean Liberty will abandon F1, but it may mean MotoGP becomes the growth engine while F1 matures into a cash cow.
What This Means for Stakeholders?
At 365247 Consultancy, we view Liberty’s MotoGP move as a blueprint opportunity for:
- Rights Holders: Reimagine value through global positioning and new media packaging.
- Teams & Manufacturers: Attract global investors and commercialize brand equity via content.
- Event Promoters: Design hospitality-first, multi-format race weekends.
- Broadcasters & Streamers: Build regional content stacks that turn racing into IP-led entertainment.
- Tech & Crypto Firms: Position as digital enablers for a sport about to go through a content explosion.
Ready to Ride the Next Wave of Motorsport Growth?
MotoGP is on the verge of a transformation. Whether you’re an investor, promoter, brand, or team, the window to define your role in this next chapter is now.
Contact 365247 Consultancy to develop your MotoGP market entry, investment, or expansion strategy. Schedule your call here.
Join the 365247 Community here.
IMAGE: Getty Images
