The World Superbike Championship is getting a branding makeover for 2012 as the production-based racing series marks its 25th anniversary. The rebranding efforts will include a new logo as well as a new look for its television broadcasts. According to series promoter Infront Sports & Media, the new look “will be launched as a symbol […]
World Superbike Joins MotoGP Under Dorna Sports
Private equity firm Bridgepoint announced it is repositioning its two premiere motorcycle properties, MotoGP and the World Superbike Championship, under the Dorna Sports banner. It’s not quite a merger, as the two championships will continue working independently, but it does open up the potential for more cooperation between the two and the ability to share marketing resources.
Bridgepoint purchased MotoGP promoter Dorna in 2006 and added WSBK promoter Infront Motorsports in 2011, gaining control of the world’s top motorcycle prototype and production racing properties. Of course, the decision to acquire Infront had less to do with the rights to WSBK as it did the rights to Infront’s 120 or so other sports properties including the FIFA World Cup.
Until now, business has continued as normal for the two occasionally rival racing bodies. Dorna will now assume organization of both series while Infront will become a marketing partner and global adviser to both championships.
“Under the new structure, the two leading motorcycle road racing events are now set for sustainable further growth and development,” says Philippe Blatter, president and chief executive officer of Infront Sports & Media.” A true win-win situation has been created. Both Dorna and Infront can now further strengthen and focus on their core competencies and, in addition, achieve leading positions in their specific area of expertise.”
Blatter’s counterpart with Dorna, Carmelo Ezpeleta had similar comments.
“We’re very excited to have the two top motorcycle road racing series under one roof. We fully expect to develop and strengthen the distinct nature of both MotoGP and WorldSBK as separate properties and remain committed to working with teams and manufacturers, circuit owners, sponsors and broadcasters to give fans the best experience yet,” says Ezpeleta, CEO of Dorna Sports.