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Dorna's Carmelo Ezpeleta and Pau Serracanta are considering the possibility of organizing a big new motorcycle competition in North America. Dorna is the company that organizes the MotoGP World Championship. The case presents Dorna's business model and how the company adds value in an industry with several competing players but where Dorna decides the rules of the game and establishes the product's appeal. It provides an opportunity to assess the business design and how added value is distributed.