MotoGP™ has engaged jump!, the global innovation agency, to evolve its brand positioning and develop a bold new strategy that is already fuelling the sport’s next phase of global growth – capturing the imagination of fans.
To shape the strategy, jump! went trackside with MotoGP fans early in 2025 and spoke with prospective MotoGP fans to understand what today’s generation is seeking from sport – revealing a desire to defy the expected, embrace rawness, and find sports that match the intensity they crave in life. Now, jump! and MotoGP are using that to capture the visceral, unfiltered energy that only MotoGP can create – and communicate it to a new generation of fans.
Rooted in real fan and cultural understanding, this next chapter for MotoGP is designed to amplify the brand’s defiant spirit to connect with a new generation of fans around the world.
“MotoGP’s spirit is about more than racing; it’s about raw energy, courage, and the pursuit of greatness beyond the norm,” says Kelly Brittain, MD of Global Marketing at MotoGP. “This work is about reaching people who didn’t grow up with MotoGP but are looking for something that inspires them to live boldly and embrace what makes them feel alive. We’re bringing MotoGP to more people around the world, as seen with the record crowds we enjoyed in 2025. Our work with jump! has been pivotal to this.”
“For brands and ideas to really work, they need to offer something truly irresistible,” said Paul Kelders, CEO of jump! innovation. “For us, the challenge was finding something that MotoGP’s incredible fans, friends, and family see as part of themselves, while also discovering what the next generation wants to bring into their lives. It’s about helping them explore and express who else they are.”
“This isn’t about chasing trends; it’s about staying true to what makes MotoGP exceptional while opening the door to new fans,” added Natalia Walters, Innovation Director at jump!. “By tuning in to what young sports audiences want, MotoGP is positioning itself to become their next sports obsession.”
This evolution of its brand direction, building on MotoGP’s new brand identity revealed in 2024, marks a pivotal step in MotoGP’s investment in global fan growth, ensuring the sport connects with new audiences while continuing to deliver the fearless riders, relentless battles, and defiant energy that define MotoGP.
About jump!
jump! is a global innovation agency that specialises in strategy, research and creativity. With teams in London and Dublin and work across 25 markets, they have spent the past 20 years helping ambitious brands invent bold growth strategies, products, and ideas that connect with people and drive long-term value. Clients include Red Bull Racing, DAZN, adidas, Heineken, Flutter Entertainment, Six Nations Rugby, Sky, Honda, PepsiCo, Tommy Hilfiger and more.