This was confirmed on Friday in Jerez by Dan Rossomondo, the highest executive in the commercial area of Dorna, the company promoting the World Championship, in a conversation with Motorsport.com in which he explained the key points of this reformulation of the brand at all levels.
Dorna, which holds the rights to manage the World Championship, began working on this renewal last year, although it was only during the pre-season tests in Qatar at the beginning of February that it informed the teams of the master class of its intentions.
The move is completely unrelated to the takeover operation by Liberty Media, which plans to acquire 86% of Dorna’s shares by the end of this year.
“This renewal is above all about who we are and how we project ourselves. MotoGP is this incredible spectacle that we saw a fortnight ago in Austin and we want to represent ourselves to the world in this way. The great fortune we have is that our races are incredible. This is that we must explain and show”, commented Rossomondo, in his office inside the Dorna tent set up in the Jerez paddock.
Flags
Photo credit: Gold and Goose / Motorsport Images
“This is a global action, covering many different areas. From the way we treat our fans, to our partners, to the relationship with our customers. We want to be more consistent in our message,” added the American, who in one year as commercial manager of the World Cup has implemented a series of changes in his area of influence.
The intention is that the result of this transformation ends up combining the elements that best define the championship: “Our sport is based on speed, it is innovative, technologically advanced, and our drivers are extremely courageous. If we could ensure that the our brand reflects this, it would be perfect.”
Although the executive downplays the impact of the new logo, launched in 2000 and reworked in 2007, it is clear that for the general public it will be one of the most relevant changes. “There will be a new logo, but for me it is the least attractive part. What is notable is the strategy behind it. Some will like the logo and others will not like it, we know that”, commented Rossomondo, who intends show the result of the whole process in November.
