How can MXGP become more commercially attractive? A question that may seem simple at first glance, but one that actually touches on some of the deepest challenges facing the championship.
In a context where key stakeholders are looking to take the next step both economically and in terms of media exposure, the question of attractiveness for both the general public and investors is once again at the centre of discussions. Passion is still very much present, but it is no longer enough on its own to drive the sport forward. So how can a niche discipline be turned into a product capable of appealing far beyond its current audience?
In the first part of Kevin Frelaud’s investigation with industry members, Josse Sallefranque shares his perspective. According to the Honda SR Motoblouz team principal — who works with riders such as Thibault Benistant and Kévin Horgmo in MXGP — one key direction lies in improving the sport’s accessibility and its ability to tell stories. Sallefranque believes the championship should open its doors further in order to produce more immersive content. The goal: to build both engagement and emotional attachment. A strategy that could also help rebalance the way motocross is perceived, in a media landscape where coverage is sometimes limited, or not always fully representative of the reality of the sport in mainstream outlets. A way of taking back control of the sport’s narrative and enhancing its value.
“According to me, MXGP has to remain accessible,” Sallefranque explains. “We need to keep producing content across all platforms and social media, whether through your media, MX Actu, or others. The idea is to make people want to go deeper into the sport. That’s what I personally enjoy. For example, I didn’t really follow Formula 1 before; it was very commercial. But eventually, I got into it and I really enjoyed it. What worked for me was having Formula 1 content on Netflix that allowed us to go inside the paddock, behind closed doors. It creates interest, there are emotions coming through the riders and the teams. You start thinking that one guy is actually nice, another is doing interesting things. And in the end, you see much more than what you get on TV, through content about teams and riders.”
Beyond content surrounding the MXGP World Championship, Sallefranque also insists on another key factor: media access to teams and riders. In his view, paddock stakeholders also play a central role in conveying emotion and the reality of the sport, provided they are placed as close as possible to the action.
“It would also be good if media like yours had easier access to the teams, so you could be even closer to the heart of the sport and the action. Because you are in a position to transmit emotions and show people that it’s not easy, that we fight, that we are passionate. It may sound simple, but people naturally like warriors, those who never give up. I think you should be given even more access to the teams. Why not attend certain team meetings, do more interviews with riders, on the spot, to really get into the core of the story?”
When asked about opening MXGP up to a new audience, Sallefranque highlights another key factor he considers essential: investment. Because it is primarily by strengthening the production and distribution of content around the sport, with the involvement of all championship stakeholders, that MXGP can take the next step and reach a new, wider audience.
“The first step to reaching a new audience is investment,” admits the Honda SR Motoblouz team boss. “And investment can work, or it can fail. But if we manage to find a way to attract the general public, if a significant budget is allocated to content production — like on Netflix or other mainstream platforms — then people will naturally become interested. AutoMoto La Chaîne is already good, but it should also be broadcast more widely on channels like L’Équipe. In my opinion, people become interested in something because information is brought to them. We are still a niche sport. If a major investment is made into MXGP, it will take another step forward, and it will help all of us automatically. The question is: who will be willing to invest in us?”
In a debate where MXGP must accelerate its development without weakening its foundations, the promoter’s position remains a delicate balancing act. Between maintaining stability and pushing the championship forward, the room for manoeuvre is limited for an organisation whose strategy is primarily focused on the long term. For Infront Moto Racing, this equation requires careful decisions, as Sallefranque points out.
“The position of Infront is always delicate,” he admits. “They do have a certain stability. In this context, I understand that it must be difficult — strategically — to say: ‘OK, let’s take a step forward, let’s take more risks, let’s invest more.’ Because the promoter is operating with a long-term vision. That said, we can be very satisfied that MXGP is now on television. That wasn’t always the case. And I’m very clear about this: it helps us a lot that MXGP is broadcast every Sunday live on AutoMoto La Chaîne. It helps us enormously to keep going, because people can follow the results on TV while we are racing all over the world.”
In the search for new development drivers, the arrival of a major economic player such as Petronas is being closely monitored within the paddock. A signal that some see as essential to strengthen the championship’s attractiveness and open the door to further large-scale investment. The impact of new sponsors is echoed by Sallefranque, who believes such partnerships could play a key role in the championship’s economic evolution.
“The arrival of Petronas is a very positive thing, absolutely. We already had Monster, we already had Red Bull. When you add a sponsor like Petronas, it’s great, because it can potentially attract other multinational companies. That’s why I hope it works for Honda and Petronas. Because if it works for them, it could open doors for Yamaha, KTM, and so on. And even for us, for private teams. If these investors and sponsors come in and want to join the championship because there is television coverage, strong storytelling, and good exposure, it will automatically attract others to our sport.”
While teams cannot influence the overall direction of the MXGP World Championship, they do have direct control over their own attractiveness towards sponsors. For Sallefranque, sporting performance, consistency, and long-term management are the essential pillars of that value, in a constant balance between results, image, and financial stability.
“To increase the value of a team in MXGP, it starts with results. Obviously, the better results you achieve, the more visibility you get, and the more people follow you. That naturally makes sponsors want to invest in your team because you make them dream. Then there is longevity. That’s not easy. To last, you need to be serious and avoid burning yourself out — manage your budget properly, don’t go all-in for one year and then have nothing left for the next. It’s a very important balance linked to sporting results. And that’s why sometimes riders struggle to understand. They think teams are harsh when results are bad and only happy when they win. In our case, that’s not true. When our rider goes through difficult moments, we support him. But at the same time, we have to be honest: we cannot afford too many poor results in a row. Because at some point, sponsors lose confidence and motivation, and they withdraw funding. And that budget is what keeps the team running and pays the rider. So it’s not simple.”
In an environment where image and performance are increasingly intertwined, Sallefranque also highlights the growing importance of digital platforms. Social media, content, and visibility now play a real role in how teams are perceived by sponsors.
But for the Honda SR Motoblouz team boss, the main foundation remains unchanged: sporting performance is still the key driver for investors, confirming that despite the evolution of media usage, results on track remain at the core of a team’s value in the world championship.
“When it comes to whether image and influence have overtaken sporting results, I would say no. They are two different audiences. On the financial side of a team, it is clearly the sporting results that matter. Of course, you need a strong image and good representation. But for investors, performance is key. Then comes the second aspect, which is more focused on the general public. It is clearly split in two. For that second part, you need strong communication and social media presence. You need ideas, a good community manager, strong video and photo content to properly showcase the team. Because in the end, sponsors are happy to see views on videos and followers on platforms. But most partners remain strongly attached to sporting results, which are still the most important factor.”
Several other paddock figures, including Hans Corvers, Jacky Martens, Steve Dixon, and Bruno Verhaeghe, also shared their views on the subject, each adding further perspective to this broader debate. Their insights will further expand this first part of the series. Stay tuned.
