For two years, Liberty Media has taken the reins of MotoGP, but its impact remains subtle. Justin Marks, owner of Trackhouse Racing, hopes this evolution will mark the beginning of a new era for the championship, aiming to attract a broader audience. The stakes are clear: draw in new fans and elevate MotoGP on the global stage.
Control Under Scrutiny
It has been over two years since Liberty Media announced its takeover of MotoGP, but the acquisition was only finalized in the summer of 2025. The American group, which has transformed Formula 1 over the past decade, has so far remained in the background, observing rather than acting. For Justin Marks, this represents a golden opportunity to reshape MotoGP, a championship that deserves to be showcased to a wider audience.
MotoGP: A Spectacle to Rediscover
In a recent interview with Motorsport.com, Justin Marks emphasized, “MotoGP is an incredible spectacle, something truly amazing to see in person.” His goal is clear: “We need to present it to as many people as possible and bring in new fans.” In this light, Marks seeks to understand the championship’s structure and Dorna’s vision while positioning himself as a strategic partner in MotoGP’s future growth.
Necessary Momentum to Attract Sponsors
Marks discusses the importance of Liberty’s involvement: “This introduces a new element: an international media company that understands how to enhance the value of a sports championship.” Currently, MotoGP lacks the same initiatives seen in Formula 1, such as partnerships with platforms like Netflix or the creation of new races. But Marks is confident: “It’s about ensuring long-term stability and value for the teams.”
In this quest for expansion, Trackhouse hopes to capitalize on the growing interest in MotoGP. However, despite a few sporadic appearances under the Gulf livery on their Aprilia, the team faces a major challenge: convincing sponsors outside the motorcycle sector. “There’s work to be done here. One of the challenges is that too many sponsors come specifically from the motorcycle industry. The championship needs to attract international lifestyle brands and tech companies.”
Justin Marks, owner of Trackhouse Racing.
Untapped Potential of MotoGP
Marks believes MotoGP represents a unique opportunity in the motorsports landscape. “In my opinion, it offers one of the best opportunities: it has a lot of passionate fans, the races are incredible, and the costs for a sponsor are relatively low compared to other championships like Formula 1 or WEC.” He adds that to attract more companies, it is essential to position the championship as a true marketing platform.
“A lot of things are tied to exposure,” he notes. Large companies are often perplexed by MotoGP: “When talking to big NASCAR or Formula 1 companies, they know what it’s about. But in MotoGP, they often say ‘Explain it to me.'” This lack of understanding poses a significant barrier to attracting potential sponsors.
Instilling a Risk Culture
As an American team, Trackhouse hopes MotoGP will grow in the United States to assert its identity. Marks positions himself as a strong advocate for a bold approach: “I see myself as aggressive when I see opportunities. We need to go after them without fear of failure.” The history of championships often shows a reluctance to adopt significant changes; Marks aims to reverse this trend.
“We are trying to encourage risk-taking and investments. If we identify an opportunity to present MotoGP to a new audience or region, we need to act decisively.” For him, every moment counts in this envisioned transformation of MotoGP.
In Summary
- Liberty Media took control of MotoGP in 2025.
- Justin Marks aims to attract a broader audience for the championship.
- MotoGP needs to draw in more external investments.
- A risk culture is essential to energize the championship.
- The future of MotoGP will depend on strategies implemented in the coming months.
