MotoGP
Published on April 4, 2023 • 18:30 PM by Oléna Champlain

MotoGP: Dorna is reportedly turning to an NBA star to boost its commercial direction

Some criticized Dorna for not having its cultural revolution, but it seems that it is underway.

Carmelo Ezpeleta

It's a persistent rumor that has been circulating in the Dorna paddock since the Argentine Grand Prix and that Simon Patterson, correspondent for all the championship's Grands Prix, is relaying on his social network. Dorna, promoter of a MotoGP which needs to broaden its audience base while retaining those who are already converted to the cause, would make its little cultural revolution by opening up to a skill coming from another horizon with an approach different from that in force until then. Carmelo Ezpeleta would no longer draw from the Spanish pool for strategic positions, of which that of commercial director is undoubtedly one. The proof: the expected rare pearl would come to us from the NBA…

Dorna, with the new Grand Prix format, but also his initiatives aimed at the public present on site who have never had the opportunity to get closer to the paddock and the drivers than this year, spiced up the show to arouse even more interest. But on the strategy side, there is certainly even better to do if we are willing to look at other sports with a much higher global audience than MotoGP. This is for example the case of the NBA, in whose camp a war prize was allegedly made.

No downtime for Dorna

According to Simon Patterson, a certain Daniel Freiman, director of marketing and fan engagement at the NBA would soon take up the position of commercial director vacated by Manuel Arroyo destined to become a strategic advisor at Dorna.

The announcement should be timely made on American soil in Austin as part of the Grand Prix of the Americas which will take place in two weeks. The ideal place and time to optimize an announcement that the majority shareholder who is a Canadian pension fund should appreciate. If all this is confirmed, it will be interesting to follow the evolution of the discipline under the direction of an executive trained in the NBA.