After a record-breaking 2025 season that drew 3.6 million fans trackside, MotoGP today launches its 2026 season campaign: Wired Different.
This is not just a campaign. It is a statement. Wired Different captures the raw DNA of MotoGP - riders who make split-second decisions at over 360 km/h, teams who chase perfection down to the smallest data point, and fans who feel every overtake, every save, every collision as if they were on the bike themselves.
MotoGP is accelerating its evolution from a traditional motorsport championship into a fan-first global entertainment brand. The recent Season Launch, held in the centre of Kuala Lumpur, was a statement of intent - and Wired Different represents another element of MotoGP Sports Entertainment Group’s investment in marketing and fan engagement as it seeks to connect to new audiences. The campaign celebrates the fearless psychological edge of its riders and the defiant, high-energy spirit of its global fanbase. The ambition is clear: connect deeper, resonate louder and inspire a new generation of fans around the world.
In MotoGP, difference is everything. The campaign film dives headfirst into what makes the grid extraordinary: the obsession with marginal gains, the instinct to attack when others would wait, and the relentless pursuit of victory at the limit of physics. From last-lap deciders and breathtaking late-breaking duels to dramatic crashes and race-defining moments, Wired Different showcases the sport’s unfiltered intensity - and invites the world to be part of it.
Wired Different is more than just creative expression – it is a strategic evolution of the MotoGP brand. It is rooted in an evolved global positioning, shaped by extensive global fan research. That research revealed a clear tension in modern sport: many fans perceive today’s sporting landscape is increasingly safe, staged and over-polished. Wired Different stands in contrast to that and embraces the MotoGP’s unpredictability, the defiant nature of everyone involved, and its rawness. This is not manufactured drama, it is sport at the limit.
Kelly Brittain, Managing Director of Global Marketing at MotoGP, said: “MotoGP isn’t just a sport – it is a mindset. MotoGP is for those who want to live boldly, not perfectly. Wired Different captures the instinct, courage and obsession that define our riders, our teams and our fans.
“Travelling at more than 360 km/h, decisions are made in milliseconds, and that takes a very special kind of focus and fearlessness. This campaign is about celebrating that difference – the human and technological edge that makes MotoGP the most magnetic sport on earth.
“We are taking this mindset to the world in a bold, creative way and showcasing exactly why this sport is so captivating.”
Watch the hero film below and get ready for more MotoGP on track this weekend at the Buriram Test as the countdown to racing accelerates.