The Future of MotoGP Under Liberty Media: Insights from Guenther Steiner

Guenther Steiner, the former team principal of Haas F1, recently shared his thoughts on the future trajectory of MotoGP following its acquisition by Liberty Media. This takeover, completed in July, saw Liberty Media become the majority stakeholder in Dorna Sports, the organization that promotes the MotoGP series. With this acquisition, Liberty Media now holds significant control over two of the world’s most prominent motorsport events: MotoGP and Formula 1 (F1).

While Formula 1 has seen a dramatic transformation since Liberty Media’s takeover in 2017—gaining mainstream popularity and attracting a broader audience—there have been mixed reactions from its traditional fan base regarding certain changes. This has raised questions about whether MotoGP will experience similar alterations that might alienate its long-standing supporters. However, Steiner believes that MotoGP will maintain its unique identity and not simply replicate the F1 model.

Liberty Media’s Role in MotoGP’s Future

Steiner is optimistic about MotoGP’s future under Liberty Media’s ownership. He indicates that Liberty’s influence will be more about enhancing the series rather than imposing a Formula 1-style framework. A crucial point Steiner makes is the difference in management between the two series. In Formula 1, Liberty took direct control of operations after acquiring the series, while the Ezpeleta family continues to lead MotoGP even after Liberty’s purchase of an 84% stake in Dorna Sports. This distinction, according to Steiner, allows MotoGP to keep its essence intact.

“It’s essential to recognize that each sport has its own narrative to share,” Steiner stated. He believes there is no need for MotoGP to imitate Formula 1 directly. The existing structure and leadership of Dorna Sports, with its deep understanding of what makes MotoGP special, allows for an independent path. “Dorna and the Ezpeleta family know what is vital for MotoGP. They don’t have to replicate another series; they can craft their own unique story.”

Maintaining Originality in MotoGP

Steiner emphasizes that MotoGP has all the necessary components to flourish without having to draw from Formula 1’s playbook. “There is enough talent and creativity within MotoGP to develop its own narrative. The ingredients to write a unique story are already present.” He suggests that while it is beneficial to observe what other sports are doing—beyond just Formula 1—MotoGP should focus on its strengths and leverage them for growth.

The need for innovation in fan engagement is paramount, and Steiner acknowledges that there are lessons to be learned from various sports, particularly in the realm of entertainment. “My experiences in American sports have shown me how to engage fans more closely,” he remarked. This insight into fan interaction can be invaluable for MotoGP as it looks to expand its audience.

The Potential for Growth and Fan Engagement

Steiner is confident that MotoGP is already experiencing success and has the potential to achieve even greater heights. He believes that Liberty Media, as a company with a strong grasp of sports entertainment, can contribute positively to this growth. “They understand how to enhance the fan experience,” he explained, implying that fans can expect new initiatives aimed at enhancing their connection to the sport.

As the CEO of Tech3 starting in 2026—following a consortium led by him acquiring KTM’s satellite MotoGP team—Steiner finds himself in a unique position where he can bridge the gap between the two racing series. His extensive background in both Formula 1 and MotoGP equips him with insights that could be beneficial for both sports.

“I can serve as a conduit between them,” he said, referring to his previous experiences in Formula 1 and his new role in MotoGP. Steiner aims to use this unique vantage point to share ideas and strategies that could help both series grow. “It’s important to analyze what worked in Formula 1, particularly in terms of social media and fan engagement, without simply copying their model,” he advised.

Learning from Different Sports

Steiner’s perspective on learning from various sports highlights a broader approach to innovation in MotoGP. While Formula 1 has been a successful case study, he points out that many other sports can offer valuable lessons. “It’s not just about looking at F1; there are numerous sports that have successfully engaged their audiences,” he said.

He stresses that MotoGP should be open to exploring diverse strategies that resonate with fans, whether they stem from stick-and-ball sports or other racing disciplines. The goal is to create a more vibrant and engaged fan community, which in turn can lead to increased viewership and support for the sport.

The Unique Identity of MotoGP

One of the critical aspects of MotoGP that Steiner is keen to preserve is its distinctive character. The sport has a rich history and a passionate fan base that appreciates the nuances of motorcycle racing. With Liberty Media’s involvement, Steiner believes there is an opportunity to enhance this unique identity rather than dilute it.

“MotoGP has its own culture, its own traditions, and those should be cherished,” he remarked. He is confident that the leadership at Dorna Sports understands the need to respect and uphold the values that have made MotoGP a beloved sport over the years. “The key is to evolve without losing what makes MotoGP, MotoGP.”

Collaboration and Communication

With his new role at Tech3 and his past experiences in F1, Steiner is poised to facilitate communication between the two series. He believes that collaboration can lead to innovative ideas that can benefit both MotoGP and Formula 1. “I know many people in F1, and maintaining those connections can be advantageous for both sports,” he noted.

This collaborative spirit is essential for the growth of motorsport as a whole. Steiner’s commitment to fostering dialogue between the two series can lead to shared insights that enhance the overall fan experience. “By understanding what works well in both environments, we can find ways to improve engagement and attract new fans,” he stated.

The Road Ahead for MotoGP

As MotoGP embarks on this new chapter with Liberty Media at the helm, the focus will be on growth, innovation, and maintaining the sport’s unique identity. Steiner’s insights suggest that while there may be pressure to adopt elements of the Formula 1 model, the true strength of MotoGP lies in its ability to carve its own path.

Liberty Media’s expertise in sports entertainment presents an exciting opportunity for MotoGP to enhance its appeal while remaining true to its roots. With the Ezpeleta family still at the forefront of the sport, there is a solid foundation upon which to build.

Steiner’s transition to Tech3 and his role as a potential link between MotoGP and F1 could pave the way for meaningful changes that resonate with fans. The future of MotoGP under Liberty Media seems promising, as it seeks to innovate while honoring the traditions that have made it a staple in the world of motorsport.

As the sport looks ahead, it will undoubtedly face challenges and opportunities. However, the commitment to preserving MotoGP’s essence while exploring new avenues for growth will be vital in shaping its future in the competitive landscape of motorsport. The journey promises to be an exciting one for both die-hard fans and newcomers alike, as MotoGP continues to evolve while staying true to its core values.