The global appeal of MotoGP continues to grow, but its presence in the United States remains limited. Justin Marks believes that could soon change, with Liberty Media positioned to drive a new phase of expansion.
Marks, who leads Trackhouse Racing, said his experience in the championship has highlighted both its strengths and its untapped potential. While MotoGP delivers world class racing and commands a strong global following, he noted that broader exposure is still needed, particularly in key markets like the US.
Liberty Media’s recent move to acquire MotoGP is expected to play a decisive role. Marks anticipates a more aggressive growth strategy, with meaningful changes likely to emerge within the next one to two years. He pointed to Liberty’s track record with Formula 1 as evidence of its ability to transform a sport’s commercial reach and audience engagement.
A key lesson, according to Marks, is the importance of alignment between teams and governing bodies. Drawing from his background in NASCAR, he stressed that financial stability allows teams to invest in performance and promotion, which ultimately benefits the entire championship.
As the only American outfit on the MotoGP grid, Trackhouse Racing sees itself as a gateway to the US audience. Marks has called for bold and creative approaches to attract new fans, arguing that the series must take calculated risks to gain traction in such a competitive sports market.
He also highlighted the need to expand beyond traditional motorcycle industry sponsors. While MotoGP offers strong value compared to other top tier series, many global brands remain unfamiliar with its commercial potential. Increasing awareness among technology and lifestyle companies will be crucial to closing that gap.
On the sporting side, Trackhouse continues to build steadily through its partnership with Aprilia. Marks described the collaboration as stable and productive, with a shared focus on long term development. At the same time, the team is exploring opportunities to bring in minority investors to strengthen its global connections and commercial reach.
Beyond performance, Marks emphasized the importance of storytelling in modern motorsport. Riders who can connect with fans on a personal level are seen as key assets. He pointed to Ai Ogura as an example, noting that his background and identity as the only Asian rider on the grid add a compelling narrative that resonates with audiences and sponsors alike.
With Liberty Media preparing to shape MotoGP’s next chapter, Marks believes the pieces are in place for significant growth. The challenge now lies in translating the sport’s on track excitement into broader global recognition, particularly in the United States.
