MotoGP’s commercial structure is undergoing significant change following the completion of its acquisition by Liberty Media, with a modern head of sponsorships appointed and several key personnel shifting roles. Borja de Altolaguirre has been named head of sponsorships, joining MotoGP promoter Dorna Sports after previously holding similar positions at Paris Saint-Germain and the NBA, according to a statement released by Dorna.
The appointment is part of a broader restructuring initiated after Liberty Media completed its €4.2 billion ($4.9 billion) acquisition of MotoGP in July 2025, as reported by Cycle News and MotoGP.com. Marc Saurina, previously global head of commercial partnerships since May 2021, will now focus on Dorna’s WorldSBK category. Saurina has been with Dorna since 2004, previously serving as WorldSBK commercial, marketing and media director from 2013 to 2021.
Daniel Ruiz will lead Dorna’s hospitality and licensing division, transitioning from his role as commercial strategy director. Ruiz joined Dorna in 2025 from Nike. These changes follow the departure of chief commercial officer Dan Rossomondo in January, who is remaining available to provide strategic guidance during the transition, according to Dorna.
Liberty Media’s takeover has already seen Chase Carey, formerly head of the F1 Group, appointed as the new president, replacing William Jackson. The personnel shifts come as Dorna formally rebranded as MotoGP Sport Entertainment SL, a change announced earlier this week. No public logo for the new entity has yet been revealed.
In a separate move last September, Dorna announced the indefinite suspension of the all-electric MotoE series, launched in 2019. Dorna indicated it would continue to monitor the motorcycle industry and could revisit MotoE if the “relevance of electric motorcycles – or any other alternative sustainable technology – increase in the future.”
The acquisition by Liberty Media required approval from the European Commission, which was granted after a period of review, as reported by The New York Times.
