MotoGP Targets Future Calendar of 22 Super Bowl Events

Carlos Ezpeleta says MotoGP wants to build a future calendar filled with 22 major events carrying the impact and fan experience of the Super Bowl. The statement followed the announcement of a new commercial agreement between MotoGP Sports Entertainment Group and the championship’s manufacturers running until 2031.

The agreement involves Honda, Yamaha, Ducati, Aprilia, and KTM. With the five-year commercial cycle now secured, MotoGP has a stronger platform to develop its calendar, increase event value, and grow revenue through attendance, sponsorship, hospitality, merchandising, and content distribution.

Ezpeleta said live attendance increased by slightly more than 10 percent last season and that the trend has continued this year. In his view, attendance is not only important for ticket numbers but also central to building each Grand Prix into a flagship event with broader commercial and cultural relevance.

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“The ultimate goal would be to have 22 Super Bowls around the world. It is further out in time, but from that side, we are seeing tailwinds in our events,” Ezpeleta said.

The Super Bowl comparison does not mean MotoGP intends to change the sporting identity of its races. The objective is to improve how each event is presented. MotoGP believes the on-track product is already a major strength, but the off-track experience, fan activation, hospitality, merchandising, and content production still offer significant room for growth.

Ezpeleta identified hospitality as one area of investment through MotoGP’s partnership with Quint. Merchandising is another priority, with the championship aiming to build the brands of manufacturers, teams, and riders more effectively. That strategy is important because MotoGP believes it remains under-monetised on a per-fan basis compared with its global audience potential.

“We have this amazing racing and we have only scratched the surface in a number of areas. Hospitality is one of them, and merchandising is another because there is a lot for us to do with building the brands, the manufacturers, the teams, and the riders,” Ezpeleta said.

The calendar is also central to the growth plan. MotoGP will add two city-based events in 2027 through the Argentinian Grand Prix in Buenos Aires and the Australian Grand Prix in Adelaide. Those downtown races are intended to expand fan access, raise host-city visibility, and bring Grand Prix weekends closer to major public and commercial centres.

Beyond Argentina and Australia, MotoGP continues to view South East Asia and the United States as strategic markets. South East Asia remains important for manufacturers because of its fan base and motorcycle market, while the United States is a key growth territory for both the championship and its investors following Liberty Media’s involvement.

Ezpeleta also highlighted sponsorship as a major opportunity because MotoGP still believes it can increase revenue per fan. The arrival of new partners across several teams on a monthly basis was presented as evidence that Liberty Media’s acquisition is beginning to influence the championship’s commercial growth.

Content development forms another pillar of the strategy. MotoGP wants to improve distribution and production, including the introduction of audio communication with teams and eventually riders. Such features are expected to enhance the experience for fans watching at home, on mobile devices, and across social media without changing the core racing spectacle.

The “22 Super Bowls” target ultimately defines MotoGP’s direction after the new commercial agreement. The championship does not only want a larger calendar but also wants each Grand Prix to become a stronger global entertainment product. The next major test will arrive from 2027, when new technical regulations, city events, and the revised commercial strategy begin operating together.