{"id":346851,"date":"2026-08-04T10:17:51","date_gmt":"2026-08-04T08:17:51","guid":{"rendered":"https:\/\/rtrsports.com\/motogp-caa-sports-sponsorship\/"},"modified":"2026-08-04T10:18:13","modified_gmt":"2026-08-04T08:18:13","slug":"motogp-caa-sports-sponsorship","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/en\/blog\/motogp-caa-sports-sponsorship\/","title":{"rendered":"MotoGP has appointed CAA Sports: what (really) changes for sponsors"},"content":{"rendered":"

On 23 June 2026 MotoGP appointed CAA Sports as its exclusive global agency for the championship’s sponsorships. Many read it as a door closing. The opposite is true: it is the clearest signal in years that MotoGP’s commercial value is rising \u2014 and it changes the way a brand has to sit down at the table, not the chance to sit there at all.<\/p>\n

My reading, after thirty years spent negotiating sponsorships in motorsport, is that this announcement needs to be understood properly before it is commented on. Because the exclusivity concerns one precise part of the market \u2014 the championship’s commercial programme \u2014 and leaves the other part intact, the one where most contracts are signed: the teams. Confusing the two is the mistake I already see circulating in conversations with brands.<\/p>\n

There is an image I often use with clients, and it fits perfectly here: when you buy a house, the developer has its own sales office. It is competent, it knows the property better than anyone else, and it works \u2014 legitimately \u2014 for the seller. No experienced buyer walks into that office without their own adviser. The MotoGP sponsorship<\/a> market, from June 2026, works exactly like this.<\/p>\n

What the agreement between MotoGP and CAA Sports involves<\/h2>\n

The agreement, officially announced on 23 June 2026, appoints CAA Sports \u2014 the sports division of Creative Artists Agency \u2014 as the MotoGP Group’s exclusive global agency for developing its commercial programme. The mandate, according to the official statement<\/a>, covers four areas: identifying and securing valuable new partnerships for the championship, expanding into new product categories, increasing the global visibility of the MotoGP brand and building integrated packages of sponsorship rights.<\/p>\n

Carmelo Ezpeleta, CEO of MotoGP Group, described it as “a key step in delivering our commercial strategy \u2013 building on the strength of what we have already created”. Paul Danforth, President of CAA Sports, spoke of MotoGP as “a premium global sports platform with a loyal and highly engaged fanbase” \u2014 a fanbase that MotoGP Group claims to be more than 650 million people worldwide.<\/p>\n

Translated into commercial language: anyone who wants to become an official partner of the championship \u2014 trackside, Grand Prix naming, official categories \u2014 now goes through a structured channel overseen by one of the largest representation agencies in the world.<\/p>\n

Does CAA’s exclusivity also cover MotoGP team sponsorships?<\/h2>\n

No. CAA Sports’ mandate concerns the MotoGP Group’s commercial programme, that is, the championship’s partnerships. Team sponsorships \u2014 Ducati, Aprilia, Yamaha, Honda, and independent teams such as Gresini, LCR, Trackhouse or Pramac \u2014 remain negotiated directly by the teams and their advisers, as they always have been. In the official statement of 23 June 2026, tellingly, the teams are not mentioned.<\/p>\n

This is anything but an academic distinction, because the two markets have different logics, prices and interlocutors. Sponsoring a MotoGP team operates on an estimated range \u2014 based on the contracts we see going through \u2014 of between 150,000 and 5 million dollars a season depending on spaces, team and rights included, with title projects going higher. Official championship partnerships operate on different orders of magnitude and contractual structures. A brand with regional marketing objectives, B2B goals or product activation almost always finds the team to be the most efficient door. Those seeking multi-year global platforms think at championship level.<\/p>\n

Why MotoGP chose CAA Sports specifically<\/h2>\n

The choice follows a precise industrial logic. Liberty Media completed the acquisition of control of MotoGP in July 2025, an operation that \u2014 according to what Liberty itself communicated \u2014 valued the championship at around 4.2 billion euro of enterprise value. Anyone who buys an asset at that figure has an implicit mandate: to grow its commercial revenues. CAA Sports already works with Formula 1 on brand consulting and has brought several leading sponsors to four-wheel motorsport. Liberty is applying to MotoGP a model it knows.<\/p>\n

For the market this is good news, and I say so without reservation: when the rights holder invests this much in its own commercialisation, the value of the entire ecosystem \u2014 championship, teams, riders \u2014 tends to rise. Those who signed before this phase bought at building-site prices; those who sign in the coming years will pay, progressively, the prices of the finished building.<\/p>\n

What it means for a brand wanting to enter MotoGP now<\/h2>\n

It means there are two doors, and that they must be chosen by objective, not by inertia. The first door is the championship: official partnerships, managed by the MotoGP Group with CAA Sports as exclusive agency. The second door is the teams: contracts negotiated directly with the squads, outside the perimeter of the exclusivity.<\/p>\n

And here the developer’s sales office returns. CAA Sports represents the seller \u2014 that is its mandate, and it is right that it should exercise it to the full. But the seller has its own objectives: to place its inventory. The buyer’s objectives are different: to pay the right price for the right spaces relative to their own marketing plan, which sometimes coincide with the championship’s inventory and many other times do not. In my experience, the question to start from is never “what is for sale?” but “what does my business need?” \u2014 and the answer, in more than half the cases I have handled, has led to a team, to a combination of team and hospitality, or to a series different from the one imagined at the start.<\/p>\n

The mistakes to avoid in this phase<\/h2>\n

Four classic mistakes, in my view, that this transition will make more frequent.<\/p>\n

First \u2014 reading “exclusive” as “only door”.<\/strong> The exclusivity covers the championship, not the paddock. Anyone who gives up exploring MotoGP because “there is now an exclusive agency” excludes themselves from a market that, for the teams, remains open and direct.<\/p>\n

Second \u2014 confusing the two product levels.<\/strong> Championship partnerships and team sponsorships answer different objectives. Buying global visibility when what was needed was commercial activation across three markets is the most expensive mistake in the sector, and neither of the two doors protects you from it on its own.<\/p>\n

Third \u2014 waiting “for the market to settle”.<\/strong> Repricing cycles reward those who enter early. It has already happened in Formula 1<\/a> after 2017 with the arrival of Liberty Media: those who signed in the first years locked in conditions that no longer exist today.<\/p>\n

Fourth \u2014 sitting down at the table without an independent valuation.<\/strong> Whichever door you choose, on the other side there is a professional who negotiates sponsorships every day. Arriving with a benchmark of real prices, an expected measurement of the return and an activation strategy already written is not a luxury: it is the difference between buying a project and buying an empty sticker on a bike.<\/p>\n

How to proceed, in practice<\/h2>\n

The method we have applied at RTR Sports Marketing for thirty years does not change with this announcement; if anything it becomes more necessary. First: you start from the brand’s business objectives \u2014 markets, target, KPIs \u2014 not from the available inventory. Second: you map both doors, championship and teams, with the real numbers for audience, media value and comparative costs. Third: you negotiate from the buyer’s side, with the advantage of knowing the prices and structures of dozens of real contracts. Fourth: you build the activation, because \u2014 I have written it many times \u2014 integration precedes the logo.<\/p>\n

We have worked in motorsport since 1995, on the brand side. With the championship, with the teams and now with CAA Sports the relationships are and will remain professional and collaborative: our job is not to compete with the seller, it is to represent the buyer.<\/p>\n

The championship has just chosen its agent, and it is an excellent agent. The question that matters is another: who represents you. Always.<\/p>\n\n

What did MotoGP announce on 23 June 2026?<\/strong>

MotoGP Group appointed CAA Sports, a division of Creative Artists Agency, as its exclusive global agency for the championship's sponsorships: new partnerships, new product categories and integrated packages of commercial rights on a worldwide scale.<\/p><\/div>

Does CAA Sports also manage MotoGP team sponsorships?<\/strong>

No. The exclusivity concerns the championship's commercial programme (MotoGP Group). Team sponsorships \u2014 factory teams such as Ducati or Aprilia and independent teams such as Gresini or LCR \u2014 remain negotiated directly with the teams and their advisers.<\/p><\/div>

How much does it cost to sponsor a MotoGP team in 2026?<\/strong>

On an estimated range between 150,000 and 5 million dollars a season, depending on team, spaces on the bike, hospitality rights and content included. Title sponsorship projects exceed this threshold. Official championship partnerships follow different price lists.<\/p><\/div>

Can a brand still deal directly with a MotoGP team?<\/strong>

Yes. The direct relationship between a brand (or its agency) and a team is not affected by the agreement with CAA Sports: the negotiation, the rights and the contract remain between the parties, as before 23 June 2026.<\/p><\/div>

Who is CAA Sports?<\/strong>

It is the sports division of Creative Artists Agency, one of the largest representation agencies in the world, active in commercial consulting for rights holders: it works, among others, with Formula 1 and represents more than 2,000 of the best athletes in the world.<\/p><\/div>

Is it better to sponsor the MotoGP championship or a team?<\/strong>

It depends on the objective. A global, multi-year platform with large-scale brand awareness: the championship. Activation on specific markets, B2B, hospitality, budget flexibility: a team. The assessment should be made on the numbers \u2014 audience, media value, cost per contact \u2014 before choosing the door.<\/p><\/div><\/div>","protected":false},"excerpt":{"rendered":"

On 23 June 2026 MotoGP appointed CAA Sports as its exclusive global sponsorship agency. Here is what the deal actually changes for brands, and what it leaves untouched.<\/p>\n","protected":false},"author":14,"featured_media":346798,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20271],"tags":[],"class_list":["post-346851","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-motogp-10"],"acf":[],"contentshake_article_id":"","yoast_head":"\nMotoGP appoints CAA Sports: what it means for sponsors<\/title>\n<meta name=\"description\" content=\"On 23 June 2026 MotoGP appointed CAA Sports as its exclusive global sponsorship agency. What really changes for brands \u2014 and why team deals stay open.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/rtrsports.com\/en\/blog\/motogp-caa-sports-sponsorship\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"MotoGP has appointed CAA Sports: what (really) changes for sponsors\" \/>\n<meta property=\"og:description\" content=\"On 23 June 2026 MotoGP appointed CAA Sports as its exclusive global sponsorship agency. What really changes for brands \u2014 and why team deals stay open.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/rtrsports.com\/en\/blog\/motogp-caa-sports-sponsorship\/\" \/>\n<meta property=\"og:site_name\" content=\"RTR Sports\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/RTRSportsMarketing\/\" \/>\n<meta property=\"og:image\" content=\"https:\/\/rtrsports.com\/wp-content\/uploads\/2026\/08\/motogp.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"2100\" \/>\n\t<meta property=\"og:image:height\" content=\"1050\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Riccardo Taf\u00e0\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@rtrsports\" \/>\n<meta name=\"twitter:site\" content=\"@rtrsports\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Riccardo Taf\u00e0\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"8 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/rtrsports.com\\\/en\\\/blog\\\/motogp-caa-sports-sponsorship\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/rtrsports.com\\\/en\\\/blog\\\/motogp-caa-sports-sponsorship\\\/\"},\"author\":{\"name\":\"Riccardo Taf\u00e0\",\"@id\":\"https:\\\/\\\/rtrsports.com\\\/en\\\/#\\\/schema\\\/person\\\/7ca2648b3d857cbfff8c499aaed0420e\"},\"headline\":\"MotoGP has appointed CAA Sports: what (really) changes for sponsors\",\"datePublished\":\"2026-08-04T08:17:51+00:00\",\"dateModified\":\"2026-08-04T08:18:13+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/rtrsports.com\\\/en\\\/blog\\\/motogp-caa-sports-sponsorship\\\/\"},\"wordCount\":1560,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\\\/\\\/rtrsports.com\\\/en\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/rtrsports.com\\\/en\\\/blog\\\/motogp-caa-sports-sponsorship\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/rtrsports.com\\\/wp-content\\\/uploads\\\/2026\\\/08\\\/motogp.jpg\",\"articleSection\":[\"MotoGP\"],\"inLanguage\":\"en\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/rtrsports.com\\\/en\\\/blog\\\/motogp-caa-sports-sponsorship\\\/#respond\"]}]},{\"@type\":[\"WebPage\",\"FAQPage\"],\"@id\":\"https:\\\/\\\/rtrsports.com\\\/en\\\/blog\\\/motogp-caa-sports-sponsorship\\\/\",\"url\":\"https:\\\/\\\/rtrsports.com\\\/en\\\/blog\\\/motogp-caa-sports-sponsorship\\\/\",\"name\":\"MotoGP appoints CAA Sports: what it means for sponsors\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/rtrsports.com\\\/en\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/rtrsports.com\\\/en\\\/blog\\\/motogp-caa-sports-sponsorship\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/rtrsports.com\\\/en\\\/blog\\\/motogp-caa-sports-sponsorship\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/rtrsports.com\\\/wp-content\\\/uploads\\\/2026\\\/08\\\/motogp.jpg\",\"datePublished\":\"2026-08-04T08:17:51+00:00\",\"dateModified\":\"2026-08-04T08:18:13+00:00\",\"description\":\"On 23 June 2026 MotoGP appointed CAA Sports as its exclusive global sponsorship agency. 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