The arrival of Petronas as a sponsor of the HRC team for the 2026 season represents a major turning point. The Malaysian multinational, specializing in oil, gas, and petroleum products, has established itself as a key player in sports sponsorship, particularly in motorsport.
In Formula 1, Petronas is especially known for its partnership with Mercedes-AMG Petronas F1 Team, in addition to having invested as title sponsor of the Petronas Yamaha SRT team, further strengthening its global visibility and demonstrating its commitment to motorsports.
Attracting a partner of this scale to Motocross is quite an achievement today. At the head of Team Honda HRC, Giacomo Gariboldi answered questions from Daily Motocross following the announcement of this new collaboration:
“Today, having a sponsor of Petronas’s caliber involved in Motocross is a huge success for HRC. This was made possible thanks to HRC’s excellent reputation in the motorsport world. Brands know that being associated with HRC adds value, and that’s why they want to invest.”
Compared with disciplines like F1 or MotoGP, Motocross still retains a relatively modest—if not niche—dimension. Yet the commercial potential of the MXGP championship is far from negligible. According to the head of Team Honda HRC, the world championship could take a major step forward by expanding internationally and strengthening its television presence, paving the way for new sponsors and a broader audience.
“I’ve always believed that the MXGP world championship needs to increase its TV visibility if we want to attract the biggest international brands. If we compare what is done in F1 or MotoGP with MXGP, we understand why it’s easier for them to attract these investors. We also need to improve the quality of the footage we offer for our championship. With top-level production, our sport could become one of the most spectacular. Of course, that would increase production costs, because more cameras, operators, and so on would be required. But the potential revenue would be enormous.”
Given its starting point, the MXGP championship probably offers the greatest growth potential compared with other disciplines. For Giacomo Gariboldi, the main difference lies in the level of professionalism with which the championship and its teams present the product to potential investors—an approach that could transform MXGP into a truly attractive platform for major international brands.
“I agree that MXGP has the greatest room for improvement. It should be noted that the approach in F1 and MotoGP is more professional in the way the product is presented to potential investors. In MXGP, only a few teams can afford to do this on that scale.”
In recent years, Honda HRC has made considerable efforts to increase its value to potential investors. Behind closed doors, the team has invested heavily in its infrastructure, creating high-end VIP spaces and personalized services to host partners and clients. This behind-the-scenes work is not just a luxury—it is a crucial element of HRC’s marketing strategy. In a sport where visibility remains limited, the ability to attract and retain heavyweights like Petronas becomes essential to ensure the team’s competitiveness and support its ambitions.
“In F1 as in MotoGP, sponsors can use events to invite their clients and offer them a high-quality experience, with all the comfort needed to fully enjoy the weekend. For us in MXGP, our offer is completely different because we cannot provide the same type of infrastructure. It’s very rare for our partners to host their clients in a welcoming environment. At HRC, we’ve significantly improved our facilities to receive our guests, and we can offer top-level hospitality and a VIP lounge with all the necessary comfort to meet our guests’ needs throughout the weekend. Sometimes fans don’t understand why we bring so many trucks to world championship rounds. They might think it’s just to show off—but it’s also what allowed HRC to welcome prestigious brands like Petronas into its program.”
Despite efforts to attract sponsors, Motocross still struggles to convince some international investors, held back by limited visibility and media exposure. HRC, thanks to its involvement in several major disciplines and its globally recognized brand, nonetheless enjoys a clear advantage.
“As I’ve already said, Motocross isn’t media-exposed enough and its visibility is still very limited. Sometimes when we present the sport to marketing executives, they don’t even know what it is. At HRC it’s a bit easier for us because we’re present and active in F1, MotoGP, World Superbike, Motocross, Supercross, and Trial, and our brand is recognized worldwide. International investors are therefore more inclined to commit.”
For HRC, polishing the team’s image is not just talk—it’s a strategic investment essential for attracting and retaining sponsors. Giacomo Gariboldi explains:
“We’ve invested massively in the team’s image. It’s the only way to increase a team’s value. Some people think Motocross should stay simple and close to its roots, but without drastic changes our sport could disappear or simply remain a niche. Motocross only generates profits if it’s managed professionally, like any business. Manufacturers invest because they need a platform to test and showcase their new models, and they get a return on investment if they choose the right teams. The same goes for sponsors: they get a return on their investment, but they must select the best opportunities among what the MXGP paddock has to offer. Of course, our sport could generate much more revenue if we manage to reach a wider audience.”
Funding and sponsorship are not just about money—they directly influence sporting performance. For Giacomo Gariboldi, choosing partners must be thoughtful and strategic, in order to strengthen both the team’s resources and its image on the international stage.
“The financial aspect is always the first thing considered in a partnership, but it also has to match the team’s philosophy and align with our objectives and strategies. If we have strong sponsor support, we can sign better riders and have the best bikes. Performance is closely linked to sponsorship.”
Finally, the presence of a major sponsor like Petronas directly influences the team’s ambitions.
“Representing a sponsor like Petronas is a great honor, but also a great responsibility. They expect the team to deliver, which raises our ambitions and objectives. It’s a motivation for every member of the team,” concludes Giacomo Gariboldi.
Honda HRC x Petronas: a new collaboration that promises to open up fresh opportunities.
