Justin Marks on MotoGP’s Future and Trackhouse’s Role
Now in his third season as the owner of the Trackhouse team in MotoGP, Justin Marks has become one of the most recognizable faces in the world of motorsport. Having built a successful career in NASCAR, he now believes that the time is right for Liberty Media to step up and help MotoGP unlock its full potential in terms of popularity and business opportunities.
During an interview, Marks shared his insights on how his perception of MotoGP has evolved since taking over the team. He emphasized that while his initial view of the sport was open-minded, his understanding of its global potential has grown significantly.
“I wouldn’t say my perspective has changed that much, mainly because I didn’t have a preconceived idea when I arrived,” Marks said. “I came in with a completely open mind, ready to learn from scratch. Where my perspective has evolved is in understanding the global potential of the championship – how it can grow and what the key drivers of that growth are.”
MotoGP, according to Marks, is an incredible spectacle that deserves more exposure. “The key is putting it in front of as many people as possible and bringing in new fans. Over the past couple of years, I’ve focused on understanding how the sport is structured, what Dorna’s vision is, and how Liberty Media fits into that. Our goal is to position ourselves as strategic partners in the championship’s future growth.”
Expanding the US Market
Trackhouse is the only American team in MotoGP, and Marks believes the series needs to penetrate the US market more deeply and quickly. “I consider myself an aggressive person when I see opportunities. I believe you have to go after them without being afraid to fail. Historically, many racing series have been slow to make big changes or try new things. We try to encourage risk-taking and investment. If you identify an opportunity to bring MotoGP to a new audience or region, you have to act decisively and go for it.”
With Liberty Media now involved, Marks expects growth to accelerate. “Yes, I do think expansion will accelerate. Liberty is made up of very smart people, and they’ve invested a lot of money in the championship for a reason. They’ve spent the last year observing, learning, and defining a three-, five-, and 10-year strategy. In the next 12 to 16 months, we’ll start to see more involvement from them as they begin executing that growth plan.”
Negotiating New Agreements
Teams and manufacturers are currently negotiating a new commercial agreement with Dorna and Liberty. Marks compared this process to what happened in NASCAR. “It’s actually very similar to what we experienced in NASCAR when we renegotiated there. The most important thing is that the relationship between teams and the governing body encourages cooperation to grow the sport. There’s always negotiation, because teams need financial stability and long-term viability.”
He acknowledged the gap between what Dorna is offering and what teams are asking for. “Liberty’s involvement introduces a new element – a global media company that understands how to increase the value of a sports property. That changes the context.”
Sustainability of Independent Teams
Marks also discussed the sustainability of independent teams under current conditions. “There’s still work to be done in that area. One of the challenges is that too many sponsors are tied specifically to the motorcycle industry. The championship needs to attract global lifestyle and technology brands.”
He believes MotoGP offers significant value compared to other motorsports. “In my view, MotoGP is one of the greatest value opportunities in all of motorsport: it has a huge fan base, the racing is incredible, and the cost is relatively low compared to other series like Formula 1 or the World Endurance Championship. The key is positioning the sport so more companies understand its potential as a marketing platform.”
Attracting Non-Endemic Brands
Several teams, including Aprilia, lack a title sponsor. Marks explained that awareness is the biggest limitation in attracting non-endemic brands. “A lot of it comes down to awareness. When we talk to major companies about NASCAR or Formula 1, they know exactly what those are. But with MotoGP, they often say: ‘Explain it to me.’ The issue is that major corporations still don’t fully understand how compelling and inspiring this sport is.”
He added that there is room for more brands like Red Bull and Monster. “The difference with Formula 1 is that companies simply aren’t as familiar with MotoGP yet.”
Potential New Partnerships
Marks is always considering new partnerships for the team. “We’re always considering it. There are investment groups and sports funds that can be very strategic for our growth. For example, selling a minority stake to a company that’s well connected with global brands can open a lot of doors – sponsorship, marketing, global expansion.”
He mentioned that while he has no intention of selling the team, meaningful discussions are ongoing. “We’re having conversations. Since Liberty announced the acquisition, interest has increased significantly. We’ve received a lot of calls from investors looking to get involved.”
Relationship with Aprilia
When asked about his relationship with Aprilia, Marks said, “We’re very happy with Aprilia. From the beginning, we wanted to be a true factory partner – running the same equipment and contributing data and development. That’s exactly what the relationship has been.”
He emphasized the importance of stability in growth. “Of course, everyone talks to everyone in the paddock, that’s normal, but we’re happy where we are. We don’t want to introduce instability, because stability is key to growth.”
Selecting Riders for 2027
When it comes to selecting riders for 2027, Marks prioritizes both performance and business aspects. “We’re happy with our current riders. When it comes to selection, there are two key aspects. First, performance: talented, prepared, focused, and dedicated riders. Second, the business side. We look for profiles with compelling stories that connect with fans.”
He highlighted the value of unique stories, such as Ai Ogura, the only Asian rider on the grid. “That brings value. We do the same in NASCAR – we look for stories that resonate with people. It helps with engagement, sponsorship, and partnerships.”
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