MotoGP and EICMA, the International Two-Wheel Exhibition, have today announced EICMA. SHIFT UP - a strategic alliance designed to unite sport, industry, culture, and fan experience under a shared vision.
Unveiled at Mugello ahead of the Brembo Grand Prix of Italy, the launch event detailed a change in how the two-wheel world connects, culminating in a landmark MotoGP exhibition at EICMA in Milan in November 2026.
This alliance brings together two global platforms at the heart of the motorcycle ecosystem. MotoGP is the pinnacle of racing, with over 630 million fans worldwide and record-breaking start to the 2026 season, while EICMA remains the industry’s leading trade and cultural event, attracting more than 600,000 visitors, more than 2,000 brands, and over 8,000 media each year. Together, they form a complementary ecosystem where performance, innovation, storytelling, and commercial opportunity meet.
Carlos Ezpeleta, Chief Sporting Officer of MotoGP, said: “We see this as an important strategic move to bring the entire two-wheel world closer together - unlocking new audiences, new opportunities, and new ways for fans to engage with MotoGP. It’s exciting news for the industry, for motorcycle fans and for the hundreds of millions of MotoGP fans around the world. With record-breaking attendance at MotoGP over the past couple of seasons, this is an exciting moment for our sport and we’re looking forward to working with EICMA to engage even better with our communities.”
The ambition is to elevate fan engagement while unlocking new value for partners and stakeholders. Activations will span both MotoGP events and EICMA, with a major milestone at the 83rd edition of EICMA (5–8 November 2026): an exclusive exhibition dedicated to MotoGP’s history, present, and future, featuring iconic bikes, content, and defining stories, developed in collaboration with the FIM.
Pietro Meda, EICMA President, said: “The campaign stems from the idea that EICMA is not merely a date on the calendar, but a true turning point for the industry, the market, and enthusiasts: a before and after in the world of two wheels. It is a dimension we share with MotoGP, with whom we have common values, international reach, a global community, and the ability to transform passion into emotion and experience. EICMA is the place where expectations, previews, and visions finally take shape and become a shared reality. It is the moment when new models, technologies, languages, and trends are unveiled to the world, while the entire two-wheel community gathers in Milan.”
Paolo Magri, CEO of EICMA, added: “This agreement represents a strategic step in EICMA’s growth and internationalization journey. We are proud to strengthen our dialogue with MotoGP, a global platform that embodies performance, innovation, and entertainment. Our ambition is to create a concrete and lasting project capable of generating value for the market, new opportunities for companies, and increasingly exciting content for the public. We do so while looking ahead to an edition of EICMA that promises to be extraordinary: featuring the complete presence of all manufacturers for the first time in its history, spread across ten exhibition halls, and setting the all-time record for exhibition space occupied by the event.”
Jorge Viegas, President, FIM: “The partnership between MotoGP and EICMA, two of the world’s largest motorcycling platforms, is extremely promising, and I look forward to seeing the positive impact that EICMA.SHIFT UP will have on the world of motorcycling. The shared objectives are perfectly aligned with the spirit of the FIM family, which champions unity, as is the innovative approach to attracting the next generation of fans. I therefore welcome this new alliance and am confident that it will benefit fans, riders, the sport, and the entire industry. The FIM is delighted to have contributed to this project and will continue its support after EICMA by hosting the temporary exhibition at the recently inaugurated Racing Motorcycling Museum adjacent to the FIM HQ in Switzerland.”
Giovanni Copioli, President, FMI: “The Italian Motorcycling Federation has always been at the forefront of promoting motorcycling in all its forms. Both today’s MotoGP and the history of the Motorcycle World Championship have always seen Italy as a benchmark country, so we can only welcome this new initiative born from the collaboration between MotoGP and EICMA, aimed at nurturing the public’s passion from both a sporting and a historical-cultural perspective. A project dedicated to fans, young people, manufacturers, and the industry is certainly positive for our entire system, which—also thanks to this initiative—continues to grow and evolve.”
The partnership will also strengthen links between EICMA and key Italian race events through the “Road to EICMA” initiative, spanning Mugello, Cremona, and Misano, extending engagement beyond the exhibition and deeper into the racing calendar.