MotoGP taps Two Circles to build US and UK fanbase

Global motorcycling series MotoGP has announced a strategic partnership with sports marketing agency Two Circles.

Confirmed:

• Multi-year deal will see Two Circles develop new social content strategy for MotoGP
• Partnership will focus on growing series’ global fanbase, with a specific focus on the US and UK markets

Context:

MotoGP is investing in its global brand and digital presence in an effort to attract a younger audience and drive its commercial growth. This started with the appointment of Kelly Brittain to the newly created role of managing director of global marketing last year, before a complete brand refresh at the beginning of this season.

The move comes after Two Circles was commissioned by MotoGP to conduct market research on behalf of the series, according to an official release.

It also comes ahead of MotoGP’s impending acquisition by Liberty Media, which is likely to make the US one of its priority growth markets once the agreement goes through. The deal with Liberty is expected to close by the end of this month, subject to approval by the European Commission.

Comment:

“This isn’t about turning up the volume, it’s about delivering meaningful, measurable growth,” said Brittain.

“We’ve known for some time that markets like the US and UK have huge untapped potential, and the Two Circles research highlighted this further.

“We needed the right partner to help us engage them, not just with more content, but the right content. Two Circles are best-in-class when it comes to growing fandom. This partnership is about action, not words.”

Moe Hamdhaidari, director at Two Circles, added: “MotoGP is already one of the most thrilling sports in the world, but there’s still huge growth potential in key fan markets.

“We’re incredibly excited to help the team at MotoGP take this next step, using data-driven insight and bold creative thinking to reach and resonate with a whole new generation of fans.”

Coming next:

MotoGP’s next race is at MotorLand Aragón from 6th to 8th June. Of the four Spanish races on the calendar, Aragón is currently the only one to not have received a contract extension until the 2031 season, with Barcelona, Valencia and Jerez all secured on the schedule until then.

Go deeper:

• What’s the state of MotoGP’s sponsorship portfolio ahead of Liberty Media’s takeover?
• MotoGP 2024 season review: What is Liberty Media acquiring?