MotoGP and EICMA Launch Strategic Partnership

A new collaboration between the FIM MotoGP World Championship and EICMA, the international motorcycle exhibition in Milan, was announced during the Italian Grand Prix at Mugello on 29 May. Operating under the banner EICMA. SHIFT UP, the initiative aims to connect motorsport, industry and motorcycle culture in a more structured and strategic way than ever before.

The partnership is built on the fact that the two platforms already share a similar audience. MotoGP concluded the 2025 season with 3.6 million spectators attending events throughout the year and reports a global fanbase of 632 million people. The 2026 season has already begun with record-breaking crowds. EICMA, meanwhile, attracts around 600,000 visitors over six days, featuring 734 exhibitors and more than 2,000 brands from 50 countries. In addition, more than 43,000 industry professionals from 167 countries attend the exhibition each year.

Carlos Ezpeleta, Chief Sporting Officer of MotoGP, described the collaboration as a strategic step forward for the entire two-wheeled world:

“This opens the door to new audiences, new opportunities and new ways for fans to engage with MotoGP. It’s exciting news for the industry and for the hundreds of millions of fans around the world.”

The first tangible outcome of the partnership will be an exhibition dedicated to the history of MotoGP, which will open at EICMA 2026, taking place from 5 to 8 November at Fiera Milano Rho. The exhibition is expected to feature race bikes, prototypes and historical archives spanning the World Championship’s history, from its earliest years through to the present day. The FIM is also involved in the project and has announced that, following its appearance in Milan, the exhibition will move to the newly inaugurated Racing Motorcycling Museum adjacent to the FIM headquarters in Switzerland.

The partnership also includes the Road to EICMA initiative, a series of activities linked to major racing events across Italy throughout the season, including Mugello, Cremona, where WorldSBK stages its Italian round with EICMA as title sponsor, and Misano, where MotoGP returns in September for the San Marino Grand Prix.

According to EICMA Chief Executive Officer Paolo Magri, this year’s edition of the exhibition is set to be the most comprehensive in its history, with every major manufacturer represented for the first time ever and displays spread across ten exhibition halls.