In 2018 Lenovo became Ducati’s technology partner in MotoGP. In 2021 it put its name next to the team’s, which has been called Ducati Lenovo Team ever since. In between there are computers and servers, in the garage and at the factory in Borgo Panigale: Lenovo supplies the computing power engineers use to read the data from the dozens of sensors on each bike and to run simulations. In 2022 Ducati won the riders’, constructors’ and teams’ titles; in 2025 Marc Márquez won the riders’ title with the team that carries Lenovo’s name.

It is the clearest way to explain the link between MotoGP and tech brands. On track a technology company does not just show its logo: it shows its product at work, in an environment where a data error costs a race. It is a story no advert can tell in quite the same way.

Why MotoGP appeals to technology companies

A race weekend is a data job. The bikes run with dozens of sensors and, every time they come back to the garage, engineers download and read the data: in MotoGP real-time telemetry is not allowed. Simulations help choose set-ups, tyres and strategies before the bikes even go out on track. Seen from the inside, a MotoGP team looks like a technology company with one weekend to deliver a result.

For anyone selling hardware, software, cloud, connectivity or cybersecurity, it is an ideal environment to be seen in. There is no need to explain to a client that the product holds up under pressure: you see it on Sunday. And the audience is international: the 2026 calendar has 22 Grands Prix, 14 in Europe, five in Asia, two in the Americas and one in Australia, with markets such as Thailand, Indonesia, Malaysia and Japan where many technology companies sell or want to sell.

What a tech brand can do in MotoGP

The formats vary, and they are often combined:

• Technical partner: the company supplies the team with its product, such as computers, software or connectivity, and gains the right to talk about it;
• Title or main partner: the name becomes part of the team’s name or takes the main spaces on the bike, as Lenovo did with Ducati;
• Championship or Grand Prix partner: the presence covers the whole series or one event, not a single team;
• Hospitality and meetings: the paddock becomes the place to bring clients, partners and technology buyers;
• Content: case studies, videos and stories built on the work done with the team, useful for months after the race.

We have explained in more detail why Lenovo chose Ducati and how a technology company can use MotoGP to sell, not just to be seen.

The limits to be aware of

A logo on the fairing alone does not convince an IT manager. Technical clients trust what the product does, and a technology sponsorship pays off more when the brand has a real role in the garage and can prove it. That takes time, work with the team’s engineers and an agreement that clearly sets out what is supplied and what can be talked about.

Then there is the commercial side. A company that sells to other companies needs to know in advance how it will use the sponsorship with its own clients: who it will invite to the paddock, what content it will produce, which leads it wants to measure. We covered this in our guide to motorsport sponsorship for tech and SaaS brands.

Where to start

The starting point is always the company, not the championship. What it sells, to whom, in which markets, and which part of its product can make sense inside a team. From there you choose whether to work with a team, the championship or a single event, and with which format. We have gathered what a MotoGP sponsorship includes on a separate page.

RTR Sports has worked in sports sponsorship since 1995, mainly in motorsport. We start from the company’s goals and the markets where it sells, and only then choose the team, the rider or the event and the way to use the sponsorship.

In MotoGP technology does not just go on the fairing. It goes into the garage, where you see whether it works.