Brands don’t win because they post more content.
They win because they own something no one else can copy.

That “something” is IP — stories, characters, worlds, systems, and cultural assets that compound into long-term value.

Intellectual Property (IP) is becoming the core strategic asset behind modern brand entertainment and cultural ecosystems.

For over 20 years, I worked inside some of the world’s most influential entertainment and consumer brands — Disney, Warner Bros., Nickelodeon, PUMA — shaping global franchises, managing multimillion-euro IP portfolios, and learning how brands evolve when they move beyond campaigns and into entertainment, culture, and ownership.

Today, as the founder of unmtchd., I work at the intersection of brand, entertainment, and IP — designing IP-led, entertainment-driven ecosystems as long-term strategic assets.

My work sits at the intersection of three pillars:

→ IP & Brand Strategy
Identifying and structuring what makes a brand truly unmatched — its unique assets, meaning, narrative, and signature.

→ Brand Entertainment & Ecosystem Design
Turning IP into characters, formats, products, content, partnerships, communities, and scalable revenue streams that live far beyond social platforms.

→ Cultural Positioning & Future Readiness
Helping brands evolve intentionally so they remain relevant, differentiated, and culturally meaningful in a fast-shifting world.

The outcome?
Brands that don’t just participate in culture — they build it.
Distinct by design. Scalable through IP. Built to last beyond the algorithm.

If you’re a brand leader or founder exploring how to move from content to IP, from campaigns to owned worlds, let’s connect.

Oana Leonte 💬

I need to be honest… 
I have mixed feelings about this.

I’ve worked for PUMA for 10 years.

I know the brand well — 
its internal tensions, its unreal creative firepower, and the gap between what PUMA is and what it could be.

That’s why I was hoping for a different buyer.

Because this move isn’t just about money.
And it’s not just about distribution.

It’s about what kind of future you create for a brand when you truly understand IP.

PUMA doesn’t lack awareness.

It doesn’t lack product.
It doesn’t lack athletes, moments, or cultural relevance.

And it certainly doesn’t lack legacy. 

What it has always struggled with is clarity around its core IP:

what must stay sacred
vs. what can hype, license, evolve, and compound.

Because PUMA is not just a sportswear company.

It’s a brand ecosystem that spans:
– sport
– fashion
– performance
– music
– heritage
– street culture

Handled well, that’s an incredible IP engine.
Handled poorly, it becomes one of many.

I say this with lots of care and love for the brand.

PUMA’s potential was never about being a “winner”.

It was about going back to its essence.

More intentional about the space it owns.
More disciplined about what it builds.
More confident about what it stands for. 

This is why these moments matter so much for a legacy brand like that. 

Who owns the brand determines:
– how IP is protected
– how meaning compounds
– how legacy survives leadership changes

I want PUMA to win.
Deeply.

But I also know this:
brands like PUMA don’t need “operators”.

They need IP architects.

Curious to hear other perspectives,
especially from people who’ve lived inside legacy brands and felt this tension firsthand.

Oana  Leonte

IP is the new influence → Brand Entertainment & IP Monetization Strategy → Founder of unmtchd. • Ex-Disney, Warner Bros., Nickelodeon, PUMA • Speaker

Simon Jacquemus just named his grandma the official face of the brand.

And it says more about brand meaning than a thousand celebrity campaigns.

To be clear, 

this isn’t a PR stunt.
It’s not “authenticity” as a tactic.
It's not "let's make an emotional campaign".

It’s simply brand coherence, 
and consolidating his brand IP.

Simon isn't borrowing meaning.
He formalised what was already there.

In the announcement image which you can see here, Liline Jacquemus is carrying The Valerie Bag, a bag inspired by her daughter. Simon’s mother.

The product isn’t just a product.
It’s a vessel of memory.
Of family.
Of continuity.

You can’t fake this kind of meaning.
You can’t replicate it with influencers.
You can’t outspend it.

For years, his grandmother has been part of the Jacquemus universe:

the south of France,
family tables,
sun-bleached memories,
Simon's childhood folded into fashion.

By naming her officially, Jacquemus did something very few brands dare to do:
→ turned emotional truth into owned brand equity.

No influencer could replicate this.
No campaign budget could manufacture it.
Because this only works when the story is real and repeatable.

Because this is what real brand IP looks like:
– emotional truth
– encoded into product
– scaled without dilution

Jacquemus isn’t selling just good fashion.
He understands that what fashion needs is meaning.

And that’s why it works.

No alternative text description for this image

💥 LinkedIn Top Voice voice in motorsports 💥

Hit the 🔔 and follow me for insight into the world of motorsports across: 

🏁Sponsorships
🏁Branding 
🏁Licensing
🏁Education 
🏁Mentorship
🏁Industry news
🏁Female representation

I can support you select the best motorsport partnership for your brand.

Motorsports can open you up to an audience of over 1 billion people worldwide. 

🏎️ Formula 1 
🏍️ MotoGP
🔋 Formula E
🏎 WEC

For the last 24 years I've worked with some of the world’s biggest brands, providing: 

-  Exclusive partnership opportunities 
- Negotiation of deals and collaborations 
- KPI setting and measurement of ROI
-  Bespoke brand activations 

How does it work?

- A tailored approach 
- Unbiased data driven roadmap 
- Built around your commercial objectives

7 reasons why motorsport:

1. 𝗚𝗹𝗼𝗯𝗮𝗹 𝗔𝗽𝗽𝗲𝗮𝗹
Major motorsport events have a global following, attracting fans from diverse backgrounds and cultures

2. 𝗧𝗵𝗿𝗶𝗹𝗹 𝗮𝗻𝗱 𝗘𝘅𝗰𝗶𝘁𝗲𝗺𝗲𝗻𝘁
High-speed action, intense competition, skilful manoeuvring, providing fans with an adrenaline rush and excitement

𝟯. 𝗧𝗲𝗰𝗵𝗻𝗼𝗹𝗼𝗴𝘆 𝗮𝗻𝗱 𝗜𝗻𝗻𝗼𝘃𝗮𝘁𝗶𝗼𝗻
Motorsport serves as a testing ground for cutting-edge automotive technology, driving innovation in vehicle design, aerodynamics, and safety features

𝟰. 𝗖𝗲𝗹𝗲𝗯𝗿𝗶𝘁𝘆 𝗗𝗿𝗶𝘃𝗲𝗿𝘀
Star drivers, such as Hamilton, Leclerc, Norris, Marquez, contribute to the sport’s allure, building a fanbase beyond traditional motorsport enthusiasts

𝟱. 𝗠𝗲𝗱𝗶𝗮 𝗖𝗼𝘃𝗲𝗿𝗮𝗴𝗲
Extensive media coverage, documentaries, series, online content, help reach a broad audience and keeps fans connected

𝟲. 𝗦𝗽𝗼𝗻𝘀𝗼𝗿𝘀𝗵𝗶𝗽 𝗮𝗻𝗱 𝗕𝗿𝗮𝗻𝗱𝗶𝗻𝗴
Motorsport provides global platforms for sponsors to showcase their brands, enhance the brand reputation, build B2B opportunities

𝟳. 𝗖𝗼𝗺𝗺𝘂𝗻𝗶𝘁𝘆 𝗮𝗻𝗱 𝗙𝗮𝗻 𝗘𝗻𝗴𝗮𝗴𝗲𝗺𝗲𝗻𝘁
(Motorsport fans are a huge community online and offline, ready to be engaged and live the excitement of the sport they love)

Silvia Schweiger

Why do I teach a Master’s in Motorsport Marketing?

25 years ago, I started where many young professionals are today.

When I entered motorsport, I had no experience in the industry.
At my first job interview, I openly said:
“I don’t know much about motorsport.”

The answer I got was simple:
“You’ll learn.”

And I did.

Not because I was a fan.
But because I treated motorsport as what it really is: a powerful marketing platform.

I learned by:
– believing in my abilities
– working constantly on my mindset
– committing to continuous learning

From marketing and corporate communication,
to sales, sponsorship strategy, digital marketing, content, and brand activation.

Staying relevant today requires even more work than it did back then.
The industry evolves fast. Platforms, audiences, data, expectations. Everything changes.

That’s why I teach.

Because motorsport marketing is not watching races.
It’s understanding how brands invest, activate, measure, and grow through sport.

You can love Formula 1 or MotoGP and still not know how to build a sponsorship strategy.
For brands, it’s complex, strategic, and high-risk if done without the right expertise.

Teaching and mentoring young professionals is part of my personal mission.
The industry needs more fans.
But it also needs prepared, curious, and responsible professionals.

That’s what I try to pass on in the classroom.


📍 24ORE Business School

Get your brand in front of 2B+ people with motorsport

The logos on an F1 car and MotoGP bike are never random. 

There's a clear hierarchy based on how much the sponsor invested.

Title sponsors sit at the top.

Revolut Audi. McLaren Mastercard. Scuderia Ferrari HP. Ducati Lenovo. Prima Pramac. Monster Energy Yamaha.

They give their name to the team, often dictate the livery colour, and own the most valuable assets: car/bike placement, drivers kit, passes, content, communication.

Their brand becomes part of the team's identity for years.

Other sponsors fill the remaining space.

Each placement has a value that's priced, measured, and negotiated through evaluations, proposals, contracts, approvals, brand guidelines, media value projections, and long discussions about objectives and ROI.

Data proves not all placements are equal.

The front wing delivers more TV exposure than the rear wing. The halo gets more camera time than the engine cover. The nose of a bike outperforms other positions.

Choosing the right placement is critical, especially if you're not the biggest investor on the grid.

Because sponsors buy visibility and more. 
It's activations, events, content, hospitality, social media, storytelling...all designed to multiply the value of the brand exposure.

That's where expertise matters. 
The right advisor can make the difference between "showing up" and getting ROI.

If you want to know where to position your brand to have the best exposure, send me a DM.

P.S Do you think bigger logos always mean better ROI?

MotoGP 2026 just got a lot more interesting.

Toprak Razgatlıoğlu is the first Turkish rider to ever ride in MotoGP.

A phenomenal and special rider of rare talent, his arrival is anything but conventional.

3 times WorldSBK champion.
One of the most spectacular riders of his generation.
Charisma, personality, and a riding style that stands out.

He’ll be a rookie in MotoGP at 29, despite his multiple world title.
That alone tells you how big the challenge is.

Different bike.
Different tyres.
Different tracks.
Different race dynamics.

A steep learning curve and no guarantees.

That takes courage. And it deserves respect.

Will it be easy? No.
Will there be doubts about adaptation? Of course.

But one thing feels certain: Toprak will make MotoGP more exciting to watch.

Add to this a more diverse grid, including talents like the Brazilian Diogo Moreira, and you have a championship that feels broader, richer, more global.

From a sporting perspective, it’s refreshing.
From a marketing and sponsorship perspective, it’s gold: a bold move, new markets, a compelling narrative built on risk, challenge and ambition.

I can’t wait to see how this story unfolds on track.

In the meantime I enjoy the launch of this beauty!


P.S Toprak’s aura is palpable. 
In my 25 years in MotoGP, very few riders I’ve met truly have it.

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LinkedIn Fundamentals Course 

🏎️ Putting your brand in front of +2B people via motorsports 🏎️

💥 I'm a leading voice in motorsports marketing for 20+ years 💥

Hit the 🔔 and follow me for insight into the world of motorsports across: 

🏁Sponsorships
🏁Branding 
🏁Licensing
🏁Education 
🏁Mentorship
🏁Industry news
🏁Female representation

I can support you select the best motorsport partnership for your brand.

Motorsports can open you up to an audience of over 1 billion people worldwide. 

🏎️ Formula 1 
🏍️ MotoGP
🔋 Formula E
🏎 WEC

For the last 20 years I've worked with some of the world’s biggest brands, providing: 

-  Exclusive partnership opportunities 
- Negotiation of deals and collaborations 
- KPI setting and measurement of ROI
-  Bespoke brand activations 

How does it work?

- A tailored approach 
- Unbiased data driven roadmap 
- Built around your commercial objectives

7 reasons why motorsport:

1. 𝗚𝗹𝗼𝗯𝗮𝗹 𝗔𝗽𝗽𝗲𝗮𝗹
Major motorsport events have a global following, attracting fans from diverse backgrounds and cultures

2. 𝗧𝗵𝗿𝗶𝗹𝗹 𝗮𝗻𝗱 𝗘𝘅𝗰𝗶𝘁𝗲𝗺𝗲𝗻𝘁
High-speed action, intense competition, skilful manoeuvring, providing fans with an adrenaline rush and excitement

𝟯. 𝗧𝗲𝗰𝗵𝗻𝗼𝗹𝗼𝗴𝘆 𝗮𝗻𝗱 𝗜𝗻𝗻𝗼𝘃𝗮𝘁𝗶𝗼𝗻
Motorsport serves as a testing ground for cutting-edge automotive technology, driving innovation in vehicle design, aerodynamics, and safety features

𝟰. 𝗖𝗲𝗹𝗲𝗯𝗿𝗶𝘁𝘆 𝗗𝗿𝗶𝘃𝗲𝗿𝘀
Star drivers, such as Hamilton, Leclerc, Norris, Marquez, contribute to the sport’s allure, building a fanbase beyond traditional motorsport enthusiasts

𝟱. 𝗠𝗲𝗱𝗶𝗮 𝗖𝗼𝘃𝗲𝗿𝗮𝗴𝗲
Extensive media coverage, documentaries, series, online content, help reach a broad audience and keeps fans connected

𝟲. 𝗦𝗽𝗼𝗻𝘀𝗼𝗿𝘀𝗵𝗶𝗽 𝗮𝗻𝗱 𝗕𝗿𝗮𝗻𝗱𝗶𝗻𝗴
Motorsport provides global platforms for sponsors to showcase their brands, enhance the brand reputation, build B2B opportunities

𝟳. 𝗖𝗼𝗺𝗺𝘂𝗻𝗶𝘁𝘆 𝗮𝗻𝗱 𝗙𝗮𝗻 𝗘𝗻𝗴𝗮𝗴𝗲𝗺𝗲𝗻𝘁
(Motorsport fans are a huge community online and offline, ready to be engaged and live the excitement of the sport they love)

The Audi Revolut Team has finally been revealed.

A clean, sleek car. Minimalist by choice.

There aren’t many sponsors on it yet, but clearly enough to support the project alongside Audi. And that, in itself, is part of the message.

This reveal felt less like a traditional launch and more like a brand statement.
A declaration of intent.

A way to introduce a new team identity and start fresh.

It will be interesting to see how this look evolves over time, as the project grows and the commercial ecosystem develops around it.

Very curious to see what comes next.

Do you like the car?

I really like the Adidas team kit collection, a bit too monochromatic for sponsors to stand out (especially the light grey on the sleeves) but very new and distinctive.

Without sponsors, there is no global sport.

(Sponsorship is one of the 3 main revenue sources for a team.)

This isn’t an opinion. It’s a fact.
Ask any motorsport team principal.

Sponsors provide the foundation that allows sport to exist, grow, and compete at scale.

At grassroots level, sponsorship means survival.
Equipment. Kits. Transport. Entry fees.
The chance for athletes and teams to simply show up.

At professional level, it’s what makes competition sustainable.
Technology. Logistics. Staff. Operations. Development.

And at the top, in Formula 1, MotoGP, and every elite series, sponsors become strategic.

They influence driver line-ups.
They enable teams to hire top talent.
They fund innovation and competitiveness.
They create campaigns that grow audiences and brands.
In short, they make the show possible.

That’s even more evident during team launch season.
These moments are rightly dedicated to sponsors too, because this is where partnerships become visible and the stories of the season begin.

Do you know what the main revenue streams are for an F1 team and a MotoGP team?

Why is Lewis Hamilton the most marketable athlete in the world?

(no matter his tough 2025 season)

Yes, it starts with what he achieved on track but the real answer lies in everything he has built off it.

What is marketability?

It's about the fit, consistency, cultural relevance, and the ability to build a world around yourself that outlives performance.

That’s exactly what the SportsPro 50 Most Marketable methodology captures with the Athlete Persona Model (a smarter way to measure what truly matters for brands.)

This model treats them like an investment portfolio:
different profiles, different levels of risk, different types of return.

Athletes fall into clear personas: 
Cultural Icons, Rising Stars, Consistent Performers, Niche Icons and so on.

And Hamilton sits where he’s always belonged: a Cultural Icon.

Here’s why:

1. He’s not just a driver: he’s a brand ecosystem.
Fashion, culture, DEI, activism, media, sustainability… he built verticals that stand on their own. His influence compounds.

2. He’s the definition of performance + purpose.
Brands aren’t buying visibility. They’re buying values, trust and long-term alignment. And Hamilton has spent years building all three.

His audience behaves like a community, not a crowd.
It’s loyalty, advocacy, and storytelling — everything brands want.

3. His reach is global and multi-sector.
Luxury, lifestyle, tech, culture: he’s relevant everywhere.

Across every driver of marketability (brand strength, reach, sentiment, economics, longevity) Hamilton scores at the top.

That’s why he leads the list.

***

Marketability shouldn’t be a guess.
It should be a strategy.

The smartest brands today aren’t just chasing hype.
They’re building balanced “athlete portfolios” that match their mission, audience and risk tolerance.

Lewis Hamilton is the benchmark: not just because he’s a champion, but because he built one of the strongest, most resilient personal brands in global sport.

Is Lewis the last true “cultural icon” in motorsport?

One big misconception about working in motorsport?

That we don't work off season.

I’ve lost count of how many times people have told me I’m “lucky” because I must be on holiday until the season starts again.

The reality is quite the opposite.

For anyone working in partnerships, marketing, or communications, there is no off-season.

During the season, you’re delivering on the current year.
At the same time, you’re already planning the next one.

This photo was taken in Valencia, at the last MotoGP race on 16 November 2025. I was on track working with existing clients and prepping the new season with new ones.

The first MotoGP team launch?
13 January 2026.

To make that happen, teams, consultants, agencies, and sponsors work relentlessly all year long building commercial proposals, defining strategies, planning activations, and shaping content.

The festive break?
A couple of days to breathe. That’s it.

Motorsport never really stops.
And neither do the people behind it.
Would I change it?No.

PS: it’s bank holiday in Italy today, not in the UK, and most likely not for those working in MotoGP.

Buona Festa della Befana a tutti 🇮🇹

You don’t need to work in Formula 1 to build a successful career in motorsport.

(Yet this misconception is stronger than ever.)

F1’s exposure has exploded.
Social media, Netflix, celebrities, packed paddocks.
It’s easy to believe that if you’re not in Formula 1, you’re somehow playing in the second division.

I understand why people think that.
But it’s not how the industry works.

Motorsport is much bigger than F1.
And career opportunities exist well beyond it.

I see this every day.
With the students I lecture.
With the messages I receive from young professionals trying to break into the industry.
Many are passionate, talented, motivated.
But a lot of them see F1 as the only destination.

The reality?
F1 is one part of a very large ecosystem.

MotoGP, Moto2, Moto3, WorldSBK, Formula 2, Formula 3, Formula E, WEC, Nascar, IndyCar, Dakar, national championships.

Each with different dynamics, budgets, cultures, timelines, and opportunities.

And in many cases:
 • faster learning curves
 • more responsibility earlier
 • broader exposure to the business


Success in motorsport is not defined by the grid you walk in.
It’s defined by where you can grow, learn, and build real expertise.

My advice hasn’t changed, and it’s even more relevant today:
keep an open mind.

The right opportunity might not be where the spotlight is brightest.
But it might be where you build the strongest career.

This is my favourite teaser campaign in motorsport.

You don’t show more. You show less. And make it mean something.

That’s how you build anticipation in a launch cycle overcrowded with noise.

Simple. Confident. On message.

"keeping the W17 under wraps until January 22." 

One image do all the work:
– it builds tension
– it reinforces the product promise (“Built Privately”)
– it only works because of this specific partnership

No leaks. No noise.
Just control, timing, and a clear brand idea.

Very smart creative 👏

As smart as their logo placement:
the tiny WhatsApp icon on the steering wheel.
Possibly the smallest logo placement ever and easily one of the cleverest.

Formula 1 is bigger than ever.

(But it was never small.)

New audiences, new markets, new commercial success, yes.

But none of this happened by accident.

What we see today is built on one of the strongest pieces of IP in global sport.
More than 70 years of racing, legacy, and credibility.

Building that kind of IP from scratch takes decades of strategy and investment.
Formula 1 already had it when Liberty Media took over in 2017 and that was a huge part of its value.

Liberty didn’t buy a blank canvas or a shrinking ship.
They bought a powerful sport and a strong IP, then did a very good job modernising it. 
Opening it up, making it more accessible, and packaging it for a new generation.

Netflix then tapped into it and amplified that work, bringing millions of new fans into the sport.

That growth is real.
And it’s deserved.

But it only works because the foundation was already strong.

This sport is not about the current season.
It is about legacy, charisma, resilience, and a constant pursuit of perfection that started over 70 years ago and never stopped.

New fans may arrive through Netflix, social media, or movies.

What keeps them and what attracts brands is the depth of the story and the feeling that this is something much bigger than a championship.


Formula 1 has always been huge, perhaps more visible on track than off it, but always global in ambition and impact.


P.S Did you come to Formula 1 through Netflix or were you here before the hype?

MotoGP hasn’t even started the 2026 season yet.

And the 2027 riders’ market is already in full swing.

Shakedown tests are underway in Malaysia.
And yet, most of the attention is already on rider movements.

Marc Márquez reportedly confirmed with Ducati.
Pedro Acosta rumoured to be in discussions with Ducati as well.
Fabio Quartararo linked to Honda.
Jorge Martín reportedly looking for a seat away from Aprilia.

Why so early?

Because most agreements expire in 2026.
And because 2027 represents a major reset for MotoGP.
New regulations.
New engines.
New tyres.
New aerodynamics.

Riders and teams want to secure the best possible position as early as they can.

Does this affect the 2026 season?
Hard to say on track. 
Riders will always want to win, regardless of where they go next.

But commercially and strategically, it absolutely does.
Riders today are not just athletes.
They are brands.
They deliver results on track, but also bring personal sponsors, audiences, engagement, and commercial value, which can sometimes clash with a new team, a new manufacturer, or existing partners.

For sponsors, this matters.
A brand may invest because a top rider is part of a project.
A rider change can reshape the value of a partnership or create conflicts with personal deals already in place.

This is why the riders’ market is never just a sporting topic.
It’s a business topic.

And it’s exactly this kind of complexity that people working in motorsport deal with every day:
sporting performance, long-term strategy, contracts, branding, sponsorship alignment, and timing.

Following a trend, I’ll share my prediction below.
What would you add/change?

A fan-centred week to launch the MotoGP 2026 season.

Is this the first sign of a new era?

I’ve been working in MotoGP for 20+ years.
I was there before Ducati joined the championship.
I’ve seen MotoGP grow, reach its peak, suffer after Valentino’s exit, and now reposition itself as it enters the Liberty Media phase.

So when I see a launch like this, I don’t look at it as a one-off event.
I look at it as a signal.

Bringing the season launch to Kuala Lumpur, and turning it into a city-based, fan-first, week-long experience, feels like a very clear direction of travel.

From 2 to 7 February, a dedicated Fan Zone inside KLCC Shopping Mall allows fans to experience MotoGP up close.
Bikes, technology, interactive displays, activations.
The sport made accessible beyond the paddock.

On launch day, the Pit Box-style bike display offers a first look at the 2026 bikes.
Then MotoGP moves outdoors, beneath the Petronas Twin Towers, with an urban bike run, rider presentations and live music, sport meeting culture and city life.

This isn’t diluting MotoGP.
It’s bringing more people into a great show.

***

I know there’s scepticism in the paddock.
There always is when a sport evolves.
New fans, new markets, new formats can feel uncomfortable, especially to those who have been here a long time.

But growth doesn’t mean losing identity.
It means giving more people the chance to understand, experience, and fall in love with the sport.

And I’m glad to be here to witness it, with both new and long-standing partners choosing to invest in MotoGP’s future.

Do you believe in New Year’s resolutions?

I see 2 approaches:

1. Those who believe January 1st is the they will change everything.
2. Those who believe any day is a good day to start a goal or a new habit.

Right now, social media is exhausting.
Resolutions. Goals. Challenges. New routines. New lives.
All at once.

But let’s look at the reality:

• 25% quit by the end of the first week of January
• 40–50% quit by the end of the month
• Only 9–12% make it to the end of the year

That’s why I don’t believe in New Year’s resolutions.

People don’t fail because they lack motivation.
They fail because they set too much.
Too big. Too fast. Too unrealistic.

They get overwhelmed.
And overwhelmed people quit.

The new year can give you a push.
But motivation doesn’t keep you going.

Doability does.
Consistency does.

***

Instead of chasing the latest challenge in January, I start with an annual review.

What worked — and what didn’t.
What made me happy — and what didn’t.
What I’m proud of — and what I’m not.
What I gained and what I lost.
Who I spent my time with — and whether it was worth it.
...

Then I ask myself one simple question:

Based on all of this, how would I approach the new year?

That’s my real starting point.


P.S Are you type 1 or type 2?

3 things I look out for in the MotoGP 2026 season

1️⃣ More competition at the top:
I’m hoping to see Aprilia, Honda, Yamaha challenge Ducati’s dominance.
More manufacturers in the fight means a healthier championship and a far better show for fans.

2️⃣ Toprak joining the grid:
Seeing Toprak Razgatlıoğlu as a MotoGP rookie is something I genuinely can’t wait for.
It won’t be easy to adapt, and expectations should be realistic. 
But MotoGP needs his charisma, personality, and unmistakable riding style.
From a marketing perspective, this is a fantastic opportunity too — a bold story, a new audience, and real character.

3️⃣ Jorge Martin’s first full season:
After experiencing last year closely, I can only wish Jorge Martín a normal, uninterrupted season.
I’m confident he can do very well on the Aprilia if given continuity and stability.

***

+Bonus one: 
Diogo Moreira joining the grid and the Brazilian race back in the calendar:
A great addition to the championship sporting-wise, commercially, and in terms of global reach.


What are you looking forward to the most in MotoGP 2026?

It’s team launch season. 

The 2025 season has just finished, and we’re already deep into the 2026 one.

Why team unveilings matter?
I get this question all the time.

Team launches are not just “nice presentations”.

They are strategic moments:
– the first opportunity to present a new car/bike/lineup
– the first real engagement moment with fans and media
– the first global stage for sponsors and partners
– the first chance to shape the narrative of the season ahead

They set expectations.
They define positioning.
They tell stakeholders where a team believes it stands.

For fans and media, launches offer the first insights into:
– new liveries
– new line-ups
– early technical direction
– team ambition and confidence

For sponsors, they are the first major visibility moment of the season, often designed to maximise reach, excitement, and brand alignment.

And nothing is random.

The timing.
The format.
The location.
The guest list.
What is revealed, and what is deliberately held back.

***

This year, expectations are particularly high, especially in Formula 1.

There’s a clear appetite to see the new 2026 cars. 

What many are hoping for is a first look, technical insights, clear details, meaningful interviews.  

I'm quite confident F1 launches will be more pr and promotional events
and teams will continue to protect key concepts until later.

We will see the new 2026 MotoGP bikes, but not the new F1 cars.

What team are you most looking forward to see?


P.S Anyone heading to the 1st MotoGP launch in Siena?

Team launches are the first scene of the new season.

Have you even been in Siena?

The Accademia della Musica Chigiana, inside a palace from the 1200s.
History, culture, and tradition as the backdrop.
While competition, speed, technology, and challenge are very much the present and the future.

That choice alone tells a story.
In this case, the story of the Pramac Racing team.

Yes, team launches are corporate and media events but also moments where identity becomes visible.
They connect past, present, and ambition in a single frame.

They are statements.
About who you are.
Where you come from.
And where you want to go next.

Roots matter, even in a sport that’s constantly chasing the future, racing across continents, cultures, and global markets.

The female fan economy is not a trend.

It’s the biggest growth lever in motorsport right now.

It was my prediction in 2024.
I said it again in 2025.
And it’s still true in 2026.

The data now confirms it clearly: women represent around 41–42% of the global Formula 1 fanbase, with similar dynamics emerging across motorsport.

And yet, strategies, products, and narratives are still lagging behind this reality.

One of the biggest misconceptions I’ve challenged since the very beginning of my career is the idea that women, and female brands, don’t belong in motorsport.

They do.
And they always have.

Women have been part of this sport all along.
Yes, we were fewer.
Quieter. 
In the same roles.

What’s changed today is presence, but also visibility and voice.

Women are now more confident as fans.
More vocal as professionals.
More active as decision-makers, consumers, and community builders.

And this has very real commercial implications.

Women are highly engaged fans.
They buy merchandise.
They plan experiences.
They influence the majority of purchasing decisions.
They convert and multiply value.

This is why the opportunity ahead is so significant, especially for sectors like fashion, beauty, and lifestyle, which are only just beginning to understand the scale and depth of the motorsport audience.

Motorsport offers something few platforms can:
global reach, cultural relevance, emotional attachment, and year-round storytelling.

As Oana Leonte rightly says in her article "Motorsport is no longer a niche.
It’s a cultural system with fashion, fandom, and IP at its core."

See the link for the full article in comments.

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