Cycle News is a weekly magazine that covers all aspects of motorcycling including Supercross, Motocross and MotoGP as well as new motorcycles
Issue link: https://magazine.cyclenews.com/i/1500749
VOLUME 60 ISSUE 22 JUNE 6, 2023 P137 MotoGP is the world's most exciting motorsport, but there's no need to do so 'round these parts. As a matter of fact, we knew that already. The business lies in telling other people and explaining why, to increase profit. Grand prix racing was once just a sporting sport, managed amateurishly by the blue blazer brigade of the FIM. When it became MotoGP it became sporting business instead, managed by a different sort of suit. For better or worse. The first CCO (chief commer - cial officer) was Manel Arroyo, part of Dorna's original manage- ment core of 1991. Working hand-in-glove with Ezpeleta, he built up TV coverage, boldly switched much of it to pay chan- nels, and earned a reputation as a hard-nosed negotiator. The Spanish hierarchy was secure. His replacement is an Ameri- can with a lofty CV. Rossomon- do comes direct from the role of senior VP of Global Partner- ships and Media at the NBA, a sporting business that might be considered exemplary in the art of self-promotion and com- mercialisation. Previous experi- ence in the field suggests he is well-equipped to deliver his goal, to grow both MotoGP's and Su- perbike's world following (or at the very least to regain fans lost when Rossi left), with particular emphasis on youth. He comes at a time when, boom-time figures notwith - standing, Dorna's progress in this area had somewhat stag- nated. The presentation of the riders has always been a bit cheesy and ham-fisted, exemplified by often cringeworthy "social media" moments in press conferences. The riders' role as cardboard cut-outs has been extended with the latest show- pony development. New this year: the race-day Fan Parade (riders trundled round the circuit on a flat-bed truck to wave at the crowds, or at CotA empty grass hillsides), and the fans' pit walk, where riders and teams are corralled for inspection in pit lane—the direct opposite of a royal walkabout. The greatest failure came with the Amazon "MotoGP Unlimited" series, intended to emulate the massive marketing success and youth appeal for F1 of Netflix's "Drive to Survive." This flopped, for mainly all the wrong reasons, most of which were Amazon's not Arroyo's nor Dorna's fault. Although that the lingua franca of the pit boxes is Spanish and Italian rather than English limited the appeal. It was enough to undermine the enterprise. Filming for the contracted second series was canned early last year, after it had already begun. Rossomondo will bring U.S. knowhow to the task. It is encouraging to note, in a recent interview with Britain's MCN, his observation that MotoGP needs more than to create heroes. It also needs villains. Perhaps Freddie Spencer and his much- derided Stewards Panel could fill that role—a few more wacky decisions that upset the race results should do it. And hopefully progress can be achieved without over-Ameri - canizing the traditionally Euro- pean sport. CN Now, however, Dorna is claiming a bounce-back, after strong attendance at Jerez and a new record crowd at the most recent race at Le Mans. He comes at a time when, boom-time figures notwithstanding, Dorna's progress in this area had somewhat stagnated.