Liberty Media director Chase Carey has firmly asserted that motorcycle grand prix racing cannot simply replicate the phenomenal success of Formula 1's Netflix docuseries, Drive to Survive, to achieve widespread recognition. Following Liberty's acquisition of an 84 percent stake in Dorna Sports—now operating as the MotoGP Sports Entertainment Group—in July 2025, the new ownership has set sights on diversifying the grid and aggressively expanding its presence in lucrative markets like the United States.
Speaking at an Autosport Business Exchange conference in New York alongside Liz Claman, Carey acknowledged that while certain operational elements mirror the world of Formula 1, two-wheel racing possesses entirely unique characteristics that demand a tailored commercial approach rather than a standard cookie-cutter template.
"Certainly there are elements of what teams need to do in MotoGP that will have similarities to Formula 1. Obviously, it is a global franchise," Carey stated during the conference panel, addressing the business trajectory of the premier motorcycle championship.
Drive to Survive is widely credited with introducing premier open-wheel racing to an entirely new demographic, heavily amplified by pandemic lockdowns following its season two release. Yet, Carey cautioned against applying a one-size-fits-all digital strategy, noting that the modern 24/7 sports consumption model requires authentic engagement with the distinct personalities that populate the paddock.
"In some ways, MotoGP is even crazier. When you look at these guys, they look like they're lying on the pavement riding the motorcycles around. But it is a sport that also has its unique characteristics. And I think you can't just cookie-cutter the approach," Carey explained regarding the early days of strategic development under the new management.
With 11 of the top 12 riders in the 2026 championship hailing from Spain or Italy, the series faces the distinct task of broadening its global appeal while capitalizing on surging digital consumption, where the US already stands as a primary market. As reported by Autosport, leadership remains in the foundational phase of crafting bespoke strategies designed to elevate motorcycle racing to unprecedented heights.
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