Harley-Davidson and Dorna Sports join forces to expand their influence in the U.S. and beyond through a shared passion for motorcycle racing.
Historic Partnership Announced
Following the conclusion of the 2024 MotoGP season in Barcelona, Harley-Davidson and MotoGP promoter Dorna Sports revealed a groundbreaking partnership aimed at expanding their reach. Dorna’s CEO Carmelo Ezpeleta praised Harley-Davidson as a "historic name," highlighting its importance in both the U.S. and global markets. “Today is an important day for us,” Ezpeleta noted, emphasizing that while details remain under discussion, the collaboration symbolizes a shared commitment to innovation in motorsport.
A Legacy in Racing
Harley-Davidson’s roots in competitive motorcycling date back to 1914, and the brand’s racing legacy includes multiple world championship titles in the 1970s. CEO Jochen Zeitz expressed enthusiasm for the partnership, reflecting on Harley’s history while eyeing the future. "We’ve shown what our bikes can do in the U.S. Now it’s time to explore global opportunities," he said, referencing the King of the Baggers series. This fan-favorite competition, featuring Harley’s Road Glide motorcycles, has gained traction since its 2020 debut in MotoAmerica.
King of the Baggers Meets MotoGP
The King of the Baggers series, characterized by high-performance touring motorcycles, has become a sensation in the U.S., with events like the one at this year’s U.S. Grand Prix in Austin showcasing its appeal. Zeitz hinted at the possibility of incorporating similar events into the MotoGP calendar, stating, “We want to move as fast as we can... The reaction so far has been extraordinary.” While no formal plans are in place, 2025 could see more significant steps toward integration.
A Global Vision
For both Harley-Davidson and MotoGP, the collaboration is a strategic move to broaden their respective audiences. Dorna views Harley’s iconic brand as a gateway to the U.S. market, while Harley sees MotoGP as a platform to bring its racing heritage to new global audiences. Ezpeleta highlighted the mutual benefits, stating, “Harley can help us in the United States, and MotoGP can help them globally.” The partnership aligns with Liberty Media’s upcoming role as Dorna’s majority owner in 2025, signaling a broader push to increase MotoGP's presence in the U.S.
What Lies Ahead?
Although the full scope of this collaboration remains undefined, early initiatives include demo runs, such as the recent Harley track test in Barcelona. Both parties appear committed to exploring the potential of a long-term partnership. "We think King of the Baggers is the platform to innovate," Zeitz remarked, echoing sentiments from Dorna’s Carlos Ezpeleta, who emphasized MotoGP’s goal to "show up more places where people don’t expect us to be."
Photo: Motor Sport Magazine
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