MotoGP bets on Austin to grow its U.S. audience
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Marc Marquez (93) of Spain and Ducati Lenovo Team lead the pack of riders into turn one on the opening lap of the MotoGP U.S. Grand Prix on March 30, 2025. Photo: David Buono/Icon Sportswire via Getty Images
MotoGP's only U.S. race returns to Austin this weekend, putting the city at the center of the racing series' bid to grow in America.
Why it matters: Circuit of the Americas serves as MotoGP's lone foothold in the U.S., making Austin a test case for whether another European motorsport can break through with American fans.
Catch up quick: MotoGP came to COTA in 2013, a year after the circuit hosted its first Formula One race.
- MotoGP races are shorter and often tighter than F1 races, with more on-track battles for the lead.
- Crashes are more common, making the sport more physical and unpredictable.
Driving the news: The three-day race weekend runs Friday through Sunday at COTA. It's the third of 22 rounds on the 2026 MotoGP calendar.
- Last year's champion Marc Marquez now sits fourth, with younger riders like Marco Bezzecchi shaking up the standings.
What they're saying: MotoGP sees Austin as its proof-of-concept market in the U.S., with no immediate plans to expand to other cities until it builds a stronger foothold, according to Kelly Brittain, MotoGP's managing director of global marketing.
- "We have one race in the U.S. ... What we really want to do is make this as successful as possible before adding more," Brittain tells Axios.
Between the lines: Formula One saw a boom in popularity in the U.S. after the release of "Drive to Survive" on Netflix, but MotoGP hasn't had the same breakout moment.
- MotoGP is investing in the fan experience, including expanded fan zones along with influencer and celebrity appearances during race weekend.
- It's also pursuing new commercial partnerships with U.S. brands, particularly outside traditional motorsports categories, according to Brittain.
By the numbers: Most fans at this weekend's race are traveling from within the U.S., according to MotoGP officials, who declined to say how many tickets have been sold.
- Roughly 27% are from Texas, and 13% are local to the Austin area.
- Nearly 10% are international attendees.
Zoom in: MotoGP officials have found that U.S. fans are highly engaged, even if a slim part of the sport's entire audience, Brittain says.
- "They will consume MotoGP content more frequently than fans across our other markets, and also they are the most emotionally invested in the racing," she says.
- Last year, 123,000 viewers tuned in to watch the U.S. Grand Prix on FS1, up 50% from the 2024 telecast on TBS, per Forbes. This weekend's race will air on Fox.
How it works: Friday practice sessions determine who advances directly to the top qualifying rounds.
- Saturday features qualifying to set the starting grid, plus a shorter sprint race that awards points.
- Sunday's Grand Prix — the main race — runs 19 laps, with full championship points on the line.
If you go: Single-day tickets and three-day passes are available online.