Business of Sport Richard Coleman, Tech3 Team Principal: ‘The $4.9bn Bet: Can Liberty Replicate F1 Success with MotoGP?’ (Ep.89)
Today, we’re delighted to welcome Richard Coleman to the show. Alongside one of our favourite previous guests Mr Guenther Steiner, Richard is the new co-owner and Team Principal of MotoGP team Tech3. This sport has had some big headlines since Liberty’s $4.9bn acquisition went through earlier this year. As the infamous owners of F1 who have played a major role in re-inventing the sport and making it one of the most popular and marketable entertainment products on the planet, it’s not hard to understand why the buzz has now spread to asking what it is that Liberty can do with MotoGP; a hugely popular and successful motorsport, but one that doesn’t have the global reach or brand power F1 has enjoyed.
In a world of massively inflating sports assets prices and the clamour for good deals and unique opportunities, do these racing teams present some of the most exciting sports business opportunities on the market? The parallels to F1 are obvious, but this is also very much a property with its own values, diehard fans, and a plan to capture the audience in a way that differentiates itself from four wheel racing. This a look at the big business of MotoGP and the big potential of Tech3.
Timestamps:
00:00 Intro
03:50 Liberty Media’s $4.9B MotoGP Takeover
10:04 Why MotoGP Is Undervalued
16:23 Can MotoGP Fix Its Competitive Imbalance?
20:02 How to Run a MotoGP Team Sustainably
22:38 How MotoGP Teams Make Money
26:52 The New Wave of Sponsors in MotoGP
29:12 How MotoGP Can Create Global Superstars
35:10 Can MotoGP Grow Without Losing Its Core Fans?
42:47 The Core Risks Behind Investing in MotoGP
46:09 Inside The Media Rights Structure
47:45 The Attention Economy & Youth in Motorsport
51:56 What Makes The Best Riders?
52:42 Why Riding a Bike Is Harder Than Driving an F1 Car
54:00 Health & Safety in MotoGP
01:00:29 Quick-Fire Round
On today’s show we discuss:
1. The Business of MotoGP:
How the $4.9bn Liberty Media acquisition has transformed the outlook for MotoGP and why the new owners are betting they can replicate the Formula One boom.
What this means for valuations across the grid, and how teams like Tech3 are transitioning from racing outfits into full-scale businesses and global entertainment brands.
Why Richard believes MotoGP is one of the most undervalued sports assets in the world today.
2. Inside the Tech3 Acquisition:
The story behind Richard and Guenther Steiner’s joint purchase of the Red Bull KTM Tech3 team.
The financial realities of running a race team: from start-money payments to manufacturer support and sponsorship structures.
Why the goal isn’t just to compete on track, but to build a sustainable commercial operation behind it
3. Building Global Reach:
Why the sport must expand beyond Southern Europe to truly go global and the opportunities and risks that come with it.
How MotoGP can attract younger and more diverse audiences, develop riders from new regions, and create stars with global recognition.
The importance of telling the human stories. The “gladiators of the modern age” risking everything on two wheels
4. Safety, Technology & the Human Element:
How MotoGP is balancing spectacle with safety through better circuits, tech innovations, and airbag suits.
Why confidence, courage, and connection matter as much as engineering and how the sport can make its heroes household name
The unseen dangers of racing at 230+ mph and the deep bond between riders and their crews.
A huge thank you to our amazing partners on the show:
Stryde
Bringing sports investment opportunities to your door. Visit http://www.gostryde.com to become part of the movement!