At the launch of Aprilia 2026 in Milan, Massimo Rivola didn't just talk about performance or riders. The CEO of Aprilia Racing primarily highlighted a structural weakness of MotoGP: its chronic inability to attract major sponsors, despite the exceptional sporting spectacle.
The observation is clear: Aprilia failed to find a main title sponsor for 2026. A disappointment that Rivola publicly acknowledge this.
« Honestly, I wouldn't say I'm surprised, but I'm a little disappointed of not having secured a top-tier title sponsor »
However, from a sporting perspective, Aprilia comes from two consecutive victories, and Marco Bezzecchi has established itself as a credible contender for the championship. But Rivola points to a dangerous bias:
« We won the last two races, but perhaps we forgot about Marc Marquez's absence.In other words: results alone are not enough to create sustainable commercial value.
Without a title sponsor, Aprilia survives thanks to the group Piaggio. " Fortunately, We have Piaggio, who saved us.But I would love to one day call the boss and tell him we've found it. 10 millions for the budget »
This sentence sums it all up: MotoGP remains a sport where even a successful factory team still depends on its shareholder, whereas F1 now operates as an autonomous commercial platform.
Massimo Rivola, Aprilia: " The level of MotoGP brands has not yet reached that of Formula 1 brands »
The comparison is harsh, but unavoidable. Liberty Medium spent 4,2 billion euros to buy MotoGP. In January 2026, F1 was valued at 19,4 billion euros. Its 2025 revenue exceeded 3,5 billion euros.
Meanwhile: Tech3, the ninth-ranked MotoGP team, was bought for 20 million euros. In F1, HaasThe least valuable team is worth $1,5 billion. Ferrari F1 is valued at $6,5 billion, despite inconsistent results. Motorcycle racing isn't lagging behind in terms of performance; it's lagging behind commercially.
Rivola He put it bluntly: MotoGP has failed to transform its riders into global ambassadors. "The level of MotoGP brands has not yet reached that of Formula 1 brands."
In F1, Drive To Survive was a game changer. Not through the races themselves, but through humanization: drivers became characters, team bosses became stars (Guenther Steiner leading the way)...
MotoGP attempted a soulless imitation. MotoGP has its own specific characteristics and must preserve them. But in terms of brands, we all need to raise the bar.Pilots should be involved as ambassadors. »
Today, outside Valentino Rossi et Marc MarquezThe general public hardly knows anyone on the grid.
Another key point raised by Rivola : infrastructure. We are in discussions with Dorna to obtain more space in the paddock in order to offer a better view for our sponsors »
MotoGP is starting to evolve: new VIP areas, more spacious garages, but at the expense of Moto2 and Moto3. Here again, the comparison with F1 is stark. The product is exceptional, the setting is not yet.
And the calendar? 44 races per season. 22 weekends. Constant testing. Substitutes at every race. MotoGP bit off more than it could chew, too fast. It would be good to have fewer than 22. But I don't think we'll have less of it, especially with Liberty »
However, unlike in F1, in MotoGP, teams do not have the resources to double their staff to rotate personnel. Current revenues are insufficient to fund an additional mechanic per driver. »
The result: fatigue, injuries, absent pilots, and the impossibility of using them as marketing ambassadors when they are in the hospital…
The solution is simple… but difficult: “ Revenue. Absolutely. Sponsors. As soon as a major sponsor joins MotoGP, we will benefit from this as a MotoGP brand » says Rivola.
MotoGP is the best sporting spectacle in the world. But it is not yet a sufficiently desirable global brand. Liberty Medium began to grow. Dorna start following.
But as shown ApriliaThe road ahead will be long. And if the MotoGP If they don't quickly find a way to create stars, sponsors will continue to look elsewhere, even when the bikes win.
