Massimo Rivola, Aprilia Racing CEO, believes that MotoGP must elevate its appeal to attract larger and more promising sponsors. Rivola joined the Aprilia management in 2019 after his career at Ferrari in Formula 1, which highlighted the need for the championship to become more aspirational.

At Ferrari, Rivola worked as a sporting director from 2009 to 2016, before leading its driver development program. His transition in 2009 to Ferrari from Toro Rosso was orchestrated by Stefano Domenicali, who then served as team principal and now serves as CEO of F1 and a senior executive at Liberty Media.

Liberty Media is currently trying to purchase a majority stake in Dorna, with a deal valuing the Spanish company at €4.3 billion. However, the acquisition is under investigation by the European Union due to antitrust allegations.

Rivola, who maintains a close relationship with Domenicali, expressed confidence that Liberty could boost MotoGP’s commercial prospects and attract fresh sponsorships. This statement follows the recent departure of Spanish oil giant Repsol from MotoGP after nearly three decades with Honda.

"If we consider what Liberty has accomplished with Formula 1, MotoGP needs a similar focus on marketing," Rivola stated in an interview with Autosport. "We need to reach a broader audience and secure larger sponsors. Liberty has the potential to provide the right framework for achieving this."

While praising Dorna’s efforts in promoting MotoGP, Rivola emphasized that Liberty’s expertise could elevate the sport further. He also pointed out the necessity of separating MotoGP from the junior categories to make it more attractive for sponsors.

"The future of MotoGP is promising," Rivola said. "While we have challenges to match Formula 1's stature, we don’t need to mimic it. MotoGP must position itself as more aspirational than Moto2 and Moto3. Perhaps not in the same way as Formula 1, but fostering that aspirational quality will help draw major sponsors.

"High-level sponsors often seek exclusivity and differentiation, and they appreciate operating within an elite environment. MotoGP must cater to that demand."