MotoGP awarded CAA Sports an exclusive global sponsorship mandate, ending Dorna Sports' decades-old practice of running category sponsorships in-house. The agency will handle all series-level partnerships worldwide starting immediately, leaving team-level and circuit-level deals outside the scope.
The decision follows three consecutive seasons of double-digit television audience growth in North America and steady rises in paddock hospitality revenue, according to people familiar with Dorna's internal metrics. The company's commercial team, roughly 15 people spread across Madrid and London, has struggled to manage inbound interest from automotive technology suppliers, cryptocurrency platforms, and luxury watch brands while servicing existing partners like Tissot, Estrella Galicia, and Michelin. CAA Sports brings eight dedicated staff to the account, including two vice presidents with automotive category experience and one director who previously worked the Formula E launch.
The exclusivity matters because it signals Dorna believes untapped category value exceeds what incremental team partnerships could generate. MotoGP currently holds six global partners at the series level, fewer than Formula 1's 16 and roughly half the inventory NASCAR sells. CAA's playbook prioritizes vertical integration: expect approaches to premium automotive brands positioning MotoGP as a proving ground for electric powertrains ahead of the 2027 MotoE integration, and to financial services firms targeting the sport's 62% male, median age 38 fanbase. The agency previously structured the NFL's international growth programme and manages global rights for the Premier League Players' Association, so the pattern is established.
What changes immediately is the quality of the ask. MotoGP sponsorship conversations have historically centered on broadcast logo placement and paddock access; CAA will push content licensing, co-branded consumer products, and data partnerships. The agency's automotive division already represents four OEM marketing departments, so there is a built-in conflict-of-interest firewall to navigate—expect those brands to be recused from CAA's MotoGP pitch rotation, creating odd silence when Ducati or Honda might otherwise be natural category sponsors.
Dorna retains control over media rights and circuit sanctioning fees, which together represent roughly 70% of annual revenue. The sponsorship line, previously flat at around €45 million annually, is the variable CAA is being paid to move. Industry standard agency commission on rights deals runs 12-15%, though people familiar with the structure said Dorna negotiated a fixed quarterly fee plus performance kickers tied to partnership announcements above €5 million.
Watch for CAA to announce a marquee automotive technology partnership before the Silverstone round in August, likely timed to the summer break when news flow slows. The agency's existing relationship with Mahindra, which runs a MotoE team, creates a clean entry point for electric vehicle positioning. Secondary targets include payment processors, where MotoGP's live-betting audience has drawn attention, and spirits brands looking for global reach without the compliance complexity of Formula 1's stricter alcohol advertising restrictions in the Middle East. Dorna's executive team will attend CAA's Los Angeles office in late May for a partners summit, according to two people with knowledge of the calendar.
The mandate runs through December 2027, with a one-year auto-renewal unless either party exits with six months' notice. That timeline aligns with MotoGP's next broadcast rights cycle, when Dorna will renegotiate deals covering roughly 200 territories. Sponsorship revenue becomes a more attractive line item to potential buyers if it is growing predictably, and Dorna's ownership—Bridgepoint Capital took a majority stake in 2021 at a €2.85 billion valuation—has previously explored strategic options. CAA's job is to make that line easier to underwrite.
The takeaway
MotoGP outsourced global sponsorship sales to CAA Sports, signaling Dorna believes category inventory is undermonetized and internal capacity is capped.
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