Private equity firm Bridgepoint has moved to rationalise the management and marketing of motorcycling’s two major world championships, the MotoGP and Superbikes, both of which it owns.
Bridgepoint became owner of the MotoGP world championship in 2006 through the €500 million ($645 million) acquisition of the series organiser and commercial rights-holder Dorna Sports. It gained control of the Superbikes series last year through its acquisition of the Infront Sports & Media agency, the commercial rights-holder of the championship, in a deal reported to have been worth €550 million.
This week Bridgepoint brought the organisation of the two events under the control of Dorna Sports. Infront was appointed as marketing partner and global adviser to both championships. The two championships will continue to be managed as separate events.
Infront said that the purpose of the change was to ensure that “both championships …benefit from joint marketing and commercial strategies.” The agency told TV Sports Markets today that the restructure would have “no operation impact” on the sale of media rights to the two championships until the end of the 2013 season, at least. Dorna will remain the contracting party and main point of contact for MotoGP broadcasters. Infront will continue to carry out these functions for Superbikes broadcasters.
Bridgepoint is thought likely to get better deals with circuits, equipment manufacturers, sponsors and, potentially, with broadcasters through a joint management approach.
Philippe Blatter, president and chief executive of Infront Sports & Media, said: “Under the new structure, the two leading motorcycle road racing events are now set for sustainable further growth and development. 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.”
Carmelo Ezpeleta, chief executive of Dorna Sports, said: “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.”
Bridgepoint said of the reorganisation: “This is a logical and exciting development which should ensure that both these fantastic Championships continue to flourish.”
Bridgepoint’s acquisition of Infront led to speculation among motorcycling fans that the two series could be merged but Bridgepoint has said from the outset that it is committed to running the two separately. Some experts argue that bringing them both under the same ownership could benefit Superbikes, the weaker of the two commercially.