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The case describes the organization of the MotoGP motorcycle world championship, focusing on the role performed by Dorna Sports. The case describes Dorna's 360º strategy that involves deploying the company in all aspects of the organization of the competition: media management, event management, and sponsorships/advertising management. The case describes how the organization of the competition has evolved in reaction to a changing economic and media environment, and traces future trends that might further disrupt motosports competitions like MotoGP.
The case describes how a company can create value without bringing tangible assets to the table. Dorna doesn't have direct access to motorcycles, racing venues, riders or teams, yet it is indispensable in bringing all these agents together, and organizing the championship, arguably becoming the strongest player in the value chain.