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MotoGP outsourced global sponsorship to CAA Sports, targeting $180-200M annual revenue as Bridgepoint prepares another sale attempt.
1992
The mandate covers all trackside inventory
10-15%
commission on new deals
$2.4 billion
enterprise value
December 2026
contract expiration
MotoGP appointed CAA Sports as its exclusive global sponsorship agency, replacing an internal team that had handled commercial partnerships since Dorna Sports acquired the series rights in 1992. The mandate covers all trackside inventory, digital assets, and hospitality packages across the 21-race calendar. Financial terms were not disclosed, but CAA typically takes a 10-15% commission on new deals, with performance bonuses tied to total contract value booked.
Dorna announced the partnership three months after Liberty Media exited preliminary acquisition talks, citing valuation disagreement over the series' $2.4 billion enterprise value. CAA's appointment arrives as MotoGP faces sponsor attrition—Shell, Tissot, and Michelin all reduced activation spend year-over-year, while title sponsor Estrella Galicia declined renewal conversations ahead of its December 2026 contract expiration. The series logged 387 million cumulative television viewers in 2025, down 6% from 2024, though digital streaming through MotoGP VideoPass grew 18% to 1.2 million paid subscribers.
CAA brings two specific capabilities Dorna lacked in-house: access to endemic automotive brands through its recent Volkswagen Group and Hyundai Motor consulting mandates, and experience structuring cryptocurrency partnerships after placing Crypto.com with Formula 1 and UFC. The agency's London office will lead, with CAA's New York sponsorship team handling North American outreach ahead of the Circuit of the Americas race in April. Three people familiar with the mandate said CAA pitched a $180-200 million annual revenue target over three years, a 40% increase from Dorna's current run rate, primarily through crypto, luxury automotive, and non-endemic tech sponsors.
The appointment matters because it shifts MotoGP's commercial posture from relationship preservation to aggressive inventory monetization, a precursor move private equity sellers typically execute 18-24 months before an exit. Dorna's controlling shareholder, Bridgepoint Capital, has owned the series since 2006 and explored liquidity events in 2020 and 2023 without closing. CAA's involvement suggests Bridgepoint is preparing another sales process, likely targeting Middle Eastern sovereign wealth funds after Qatar Sports Investments expressed interest during the Liberty talks. A cleaner sponsor stack and demonstrated revenue growth would support a higher EBITDA multiple—CAA's $200 million target implies a $2.8-3 billion valuation at 14-15x EBITDA, aligning with recent sports property comps.
Watch for CAA to announce its first deal before the Losail Qatar GP on March 9, likely a crypto exchange or digital wallet aiming for Middle Eastern market access. Dorna will also need to name a replacement title sponsor by September, when Estrella Galicia's activation window for 2027 closes. Bridgepoint typically hires sale advisors six months before formal processes; if Goldman Sachs or Raine Group surface in paddock suites by mid-summer, the timeline is real.
CAA's Los Angeles office declined comment. Dorna's chief commercial officer attended the Portimão pre-season test last week and was seen dining with CAA's head of global partnerships. The wine was Portuguese; the conversation was not.
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