Steiner sees huge potential for MotoGP with Liberty Media

MotoGP possesses immense potential for growth under its new ownership by Liberty Media, drawing parallels to Formula One's trajectory two decades ago, according to Guenther Steiner, owner of the KTM Tech3 team.

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MotoGP doesn't have to look exactly at what F1 is doing, they can write their own story.

Speaking ahead of the British Grand Prix at Silverstone, Steiner noted that while MotoGP offers a compelling show, it has significant untapped commercial opportunities. He suggested that MotoGP should forge its own path rather than simply replicating F1's strategies. "MotoGP doesn't have to look exactly at what F1 is doing, they can write their own story," Steiner told Reuters.

Steiner acknowledged Formula One's pre-Liberty era under Bernie Ecclestone but stated that Liberty Media "gave it another spike." He believes Liberty can achieve a similar, though perhaps not identical, boost for MotoGP. "You don't have to copy-paste the racing. I think Liberty can do that (for MotoGP), maybe not at the scale like F1 - not every sport can be F1 - but it can be very big," he said.

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You don't have to copy-paste the racing.

Liberty Media acquired F1's commercial rights in 2017 and took over MotoGP's parent company, Dorna, in 2024. Steiner, who led a consortium to take over the KTM Tech3 team this year, highlighted the U.S. market as a key area for expansion. He recalled how F1 was largely unknown in the U.S. when he moved there in 2006, contrasting it with its current popularity. "Now everybody knows what F1 is and cares. I think MotoGP has got the potential...it can be bigger than it is," he stated.

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I think Liberty can do that (for MotoGP), maybe not at the scale like F1 - not every sport can be F1 - but it can be very big.

Steiner also addressed the rider landscape, noting MotoGP's dominance by Spanish and Italian talent, with multiple races held in those countries. He suggested a need to cultivate more global talent. His team currently features Spaniard Maverick Vinales and Italian Enea Bastianini, though Vinales will miss the British Grand Prix due to shoulder surgery.

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Now everybody knows what F1 is and cares. I think MotoGP has got the potential...it can be bigger than it is.