Ducati Boss Admits MotoGP Italy Misses Valentino Rossi Effect

Davide Tardozzi believes MotoGP has lost part of its market strength in Italy in recent years, citing the retirement of Valentino Rossi and the growing influence of pay-TV broadcasting as key factors behind the decline.

Under the ownership of Liberty Media, MotoGP is entering a new phase of expansion with increasing attendance figures and a growing international calendar. However, Tardozzi argues that Italy faces unique challenges because the championship has yet to fully replace the impact Rossi once had on public interest.

Speaking to Speedweek, the Ducati team manager described Rossi as a figure who transcended motorsport. According to Tardozzi, the nine-time world champion was not only a racing icon but also a cultural phenomenon capable of attracting mainstream audiences to MotoGP.

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"We've lost market share in Italy in recent years. The fact that we no longer have Valentino Rossi is a problem. Valentino Rossi was a star, even a hero for grandmothers. He made sure they watched MotoGP," Tardozzi said.

Rossi's retirement at the end of the 2021 season continues to have an impact on the championship. For more than two decades, the Tavullia-born rider served as the face of MotoGP and played a crucial role in expanding the sport's reach far beyond traditional motorsport audiences.

Nevertheless, Tardozzi acknowledged that Italy still possesses several important assets capable of sustaining MotoGP's appeal. The success of Francesco Bagnaia as a world champion and the emergence of Aprilia as a front-running manufacturer have helped maintain public interest in the series.

However, he also pointed to the challenges created by pay-TV broadcasting. Unlike previous eras when MotoGP enjoyed broader free-to-air television exposure, restricted accessibility has inevitably affected the championship's ability to attract new audiences.

"It's clear that pay TV isn't helping. But this world has to survive, and broadcasters pay significant money for the rights. That's why organisers are moving in that direction. I don't know how the new owners will market the championship, but I believe the pay-TV era cannot be reversed," he explained.

Despite those concerns, attendance figures suggest the situation is improving. The Italian Grand Prix at Mugello attracted just over 74,000 spectators across the weekend in 2022. Last year, that figure surged to 166,074, marking the circuit's largest weekend attendance in two decades. Misano also enjoyed similar growth, welcoming approximately 174,000 fans.

Tardozzi credited Ducati's recent success as one of the primary reasons behind the recovery. The Bologna manufacturer's dominance in MotoGP, combined with Aprilia's growing competitiveness, has given Italian fans fresh reasons to reconnect with the championship.

Even so, he believes MotoGP still trails Formula 1 in terms of commercial momentum. Tardozzi admitted he is often surprised to see Formula 1 grandstands packed from Friday morning despite significantly higher ticket prices, suggesting there may be lessons MotoGP can learn.

"I'm always amazed by Formula 1 ticket prices and the fact that grandstands are full from Friday morning onwards. It makes me wonder whether we're making mistakes somewhere. But MotoGP cannot simply go to Las Vegas, Dubai or Monte Carlo. Safety requirements are very different for us, and that changes everything," he concluded.