Accenture adds MotoGP to growing list of global sports mandates
Global professional services firm Accenture has added to its bulging sports portfolio by joining premier motorcycle racing body MotoGP in a fresh project to enhance the online fan experience.
Expected to launch next year, Accenture will build a new platform unifying the MotoGPs various classes and World Superbike championship with richer, personalised live-streamed content in areas such as multi-camera viewing and real-time data.
The new partnership with MotoGP adds to Accenture’s growing list of sports engagements signed over the past twelve months, spanning everything from the NFL and English soccer through to the women’s tennis tour and leading British golf body, the R&A.
“MotoGP has a clear vision for how it wants to evolve its direct-to-fan experience and create new sources of value,” said Accenture’s global media & entertainment lead John Peters. “By combining MotoGP’s deep understanding of its fans with Accenture’s experience in building and operating media platforms at scale, we can help create the foundation for the next generation of experiences.”
Switching from four wheels to two, some of that experience Accenture cites is derived from having previously modernised the digital platform for Formula 1, which among other features allows online viewers to tailor their own experience by switching between live streams from the track-side and on-board cameras, as well as offering options such as instant AI subtitles in multiple languages.
Needless to say, Formula 1’s popularity has exploded in recent times, with the sport last year claiming a global fan-base of now more than 820 million people, up by over 60 percent on pre-Covid numbers and driven by a new, younger and more diverse audience. Formula 1 has also significantly grown its annual revenues over that time, to be now pushing above $4 billion.
One aspect of that revenue surge has been in directly connecting its live audience with integrated third-party suppliers – a move that MotoGP would be likely hoping to emulate. As per Accenture; “As sports organisations build deeper, more direct relationships with fans, the opportunity lies in bringing together audience engagement, content, and monetisation on a connected platform.”
630 million fans worldwide
MotoGP also declared its 2025 season as one of record audiences and unprecedented growth, with, similar to Formula 1, its more than 630 million claimed fans worldwide now skewing younger. While reliable country viewing data is hard to come by, Australia has traditionally had a fair interest in the elite level of the sport due to the Phillip Island meet and a reasonable history of success.
“MotoGP has always been defined by innovation, pushing the limits of what’s possible both on and off the track,” commented MotoGP’s Barcelona-based digital business director Gorka Llort. “As we continue to grow our global audience, we’re focused on creating a direct-to-fan experience that also matches the excitement, emotion, and intensity of the world’s most exciting sport.”
Accenture’s assignment with the MotoGP will be led by its ‘Media Engage’ team, and focus on ‘OTT’ transformation, or digital ‘over-the-top’, to provide what it says is “greater speed to market, flexibility, and automation” and the ability for the sports body to “launch and optimise experiences across regions and personalisation at scale” while exploring new ways for fans to consume content.
