MotoGP needs to “go to another level” to attract big sponsors – Aprilia

Aprilia Racing CEO Massimo Rivola believes MotoGP needs to be more “aspirational” to attract new and big sponsors to the championship.

Rivola joined Aprilia’s management structure for the 2019 season after a long tenure at Ferrari in Formula 1, where he held the position of Sporting Director from 2009–2016, before taking responsibility for the driver development programme.

The Italian’s move from Toro Rosso to Ferrari in 2009 was orchestrated by then-team principal Stefano Domenicali, who is currently F1 CEO and a senior executive at Liberty Media.

Liberty is in the process of acquiring a controlling 86% stake in MotoGP rights holder Dorna in a deal that will value the Spanish company at around 4.3 billion euros.

Shopping is currently in progress “A thorough investigation” by the European Union, which wants to ensure that Liberty does not violate any antitrust laws by owning both F1 and MotoGP.

Rivola, who enjoys a strong relationship with Domenicali, believes Liberty can strengthen MotoGP’s commercial arm, which would help bring new sponsors to the series.

The comments come after Spanish oil major Repsol left the championship after three decades, having been linked with Honda since 1995.

“If we look at what Liberty has done with F1, MotoGP needs someone who focuses on marketing,” Rivola told Motorsport.com.

“In that area, we have to go to another level. We have to reach more people, and be able to attract more and bigger sponsors. I’m sure Liberty will have the right vehicle to make this step.”

Rivola believes that Dorna has done a phenomenal job in promoting MotoGP, but he believes Liberty is the right company to take it to another level.

He also stressed that the premier class should stand apart from the lower divisions – Moto2 and Moto3 – to make itself more attractive to sponsors.

“The future of MotoGP is bright,” he said. “I think we still have to struggle a bit to reach F1 level, but we don’t have to copy and paste.

“MotoGP needs to be more aspirational than Moto2 and Moto3. Maybe not like F1, but fostering that aspirational element will attract big sponsors.

“Some of these sponsors want to differentiate themselves, given that they bring in a lot of money, and enjoy the fact that they are operating at a certain level.”