MotoGP's Return to Brazil: A New Era for Sponsorship Opportunities

Fernanda Anselmo reports from São Paulo. Adapted from the original Portuguese.

The return of MotoGP to Brazil after 22 years marks a significant milestone. It highlights the economic potential of the South American market. The round took place between March 20 and 22, 2026, at the Autódromo Internacional Ayrton Senna in Goiânia. The MotoGP Estrella Galicia 0,0 Brazilian Grand Prix was the second round of the season. It drew a significant crowd and mobilised various sectors of the local economy. This return is part of a long-term agreement, with races scheduled through 2030.

The Brazilian organisers confirmed a contract is in place until 2030. They indicated the possibility of extending the event beyond that period:

“The State of Goiás, through Governor Ronaldo Caiado, signed a contract on December 12, 2024, with MotoGP for the Brazilian Grand Prix over five years, between 2026 and 2030. The first edition, held from March 20 to 22 this year, generated R$1.14 billion for the state economy. With the presence of a Brazilian rider in the premier class of world motorcycle racing, Diogo Moreira, and the financial success, the tendency is for the race to continue being held at the Ayrton Senna circuit in Goiânia for many years.”

Economic Impact of MotoGP

According to data released by local authorities, based on a study by the Getulio Vargas Foundation (FGV), the event generated approximately R$1.14 billion in Goiás’ economy. This figure surpassed initial projections. The impact includes around R$706 million in direct effects and R$434.5 million in indirect effects. Additionally, more than 10,800 jobs were created during this period.

The event also generated an estimated R$173 million in tax revenue. It attracted 148,384 spectators over three days, with a significant presence of tourists. Broadcasts reached more than 200 countries, showcasing the event's global appeal.

Goiânia as a Market Indicator

With strong audience attendance, global reach, and significant economic impact, the Brazilian round’s performance is increasingly viewed as a market case study for MotoGP in South America.

The Grand Prix reinforced South America’s potential as a strategic region for the category’s expansion. The model combines three core pillars of MotoGP’s business: large on-site attendance, high tourism potential, and a relevant consumer market. This equation places Brazil alongside other markets considered priorities by the organisation.

MotoGP’s New Commercial Phase

The championship promoter, Dorna Sports, is entering a new phase. This follows the acquisition of a controlling stake by Liberty Media. In July 2025, Liberty Media completed the purchase of around 85% of the company in a deal valued at approximately €4.2 billion.

This move marks the beginning of a new commercial era for the championship. The focus is on expanding audience reach, increasing media rights value, and entering new markets.

With annual revenues estimated between €500 million and €600 million, MotoGP operates at a smaller scale compared to other global competitions. This reinforces the need for international growth and diversified revenue streams.

In this context, South America is once again being viewed as a region with strong potential. The size of the Brazilian market, the region’s motorsport tradition, and the tourism and commercial opportunities associated with major events drive this interest.

MotoGP in Argentina: A New Chapter

In recent years, the category’s main presence in the region was at Termas de Río Hondo in Argentina. The circuit played an important role in MotoGP, being the only Grand Prix venue in South America between 2014 and 2025. However, organisers confirmed that the circuit, located in the province of Santiago del Estero, will no longer host the Argentine Grand Prix. This decision paves the way for the event’s relocation to Buenos Aires from 2027.

This scenario opens space for a reconfiguration of MotoGP’s presence in the region. There will be a stronger focus on markets capable of delivering consistent financial returns and operational stability.

Buenos Aires Prepares for MotoGP 2027

Upgrades to the Autódromo Óscar Alfredo Gálvez in Buenos Aires have already begun. The aim is to prepare the track to host MotoGP from 2027. This project is part of a broader strategy by the local government. They are also evaluating the possibility of bringing Formula 1 back to the city from 2028.

The modernisation plan is divided into two phases. The first phase includes the complete reconstruction of the pit and paddock area. This will feature 32 garages, a new control tower, and a dedicated structure for post-race technical inspections. The second phase, still pending tender, involves the reconfiguration of the circuit’s seven layouts. This project is developed by Tilke Engineering, led by German architect Hermann Tilke, responsible for several Formula 1 circuits.

The main layout, expected to host MotoGP from 2027, will be 4.3 kilometres long. The works also include widening the track to 12 metres throughout its length, upgrading safety areas, and fully resurfacing the circuit. The project also plans to expand capacity, with new grandstands for up to 150,000 spectators. This will meet technical requirements from the FIM (Fédération Internationale de Motocyclisme) and FIA (Fédération Internationale de l’Automobile).

With a history in the championship, the Buenos Aires circuit has hosted motorcycle Grand Prix racing on ten occasions between 1961 and 1999. The new agreement provides for events over four years, with races scheduled in March.

The return of Brazil to the calendar, combined with the results recorded in Goiânia, repositions the country on the MotoGP map. Together with the restructuring of the Argentine round, this consolidates South America as a key axis in the championship’s expansion strategy.

Conclusion: Embracing New Opportunities

The return of MotoGP to Brazil is a pivotal moment. It opens doors for ambitious brands and motorsport stakeholders to explore new sponsorship opportunities. As the championship expands its footprint in South America, the potential for growth is immense. The combination of a passionate audience, economic impact, and strategic partnerships will shape the future of motorsport in the region.

As we look ahead, the excitement surrounding MotoGP's return to Brazil and the developments in Argentina signal a promising future. The region is poised to become a central hub for motorsport, offering unparalleled opportunities for engagement and growth.

For those looking to maximise their impact in Formula 1 and other racing series, now is the time to engage with this evolving landscape. The potential for significant growth and engagement through strategic partnerships and communications is within reach.

Frequently asked questions

When did MotoGP return to Brazil?

MotoGP returned to Brazil after 22 years with the Brazilian Grand Prix held from 20 to 22 March 2026 at the Autódromo Internacional Ayrton Senna in Goiânia. It was the second round of the season and forms part of a five-year agreement running through 2030.

How much did the 2026 MotoGP Brazilian Grand Prix generate?

According to a Getulio Vargas Foundation (FGV) study, the race generated around R$1.14 billion for the state of Goiás, comprising roughly R$706 million in direct and R$434.5 million in indirect effects. It also produced an estimated R$173 million in tax revenue and created more than 10,800 jobs.

Where is the MotoGP Brazilian Grand Prix held?

The Brazilian Grand Prix is held at the Autódromo Internacional Ayrton Senna in Goiânia, in the state of Goiás. The inaugural 2026 edition drew 148,384 spectators over three days and was broadcast to more than 200 countries, underlining its commercial and tourism potential.

Why is South America important for MotoGP's growth?

South America combines large on-site attendance, strong tourism potential and a sizeable consumer market. Under Liberty Media, which acquired around 85 percent of promoter Dorna Sports in 2025, MotoGP is prioritising markets that deliver consistent returns, positioning Brazil and a relocated Argentine round as central to its expansion.