Why Aprilia is “disappointed” not to have a title sponsor in MotoGP

Aprilia Racing CEO Massimo Rivola has admitted he is “disappointed” his team has yet to secure a title sponsor despite enjoying its most successful MotoGP season to date.

Aprilia remains the only factory team on the grid without a naming partner heading into 2026, despite having several notable brands in its sponsor portfolio. In fact, apart from Aprilia and its satellite squad Trackhouse, all other teams on the grid have a title sponsor for the upcoming season.

As a relatively small manufacturer compared to Japanese giants Honda and Yamaha, both of which ship millions of motorcycles annually, Aprilia faces a different financial reality than its rivals. While it is part of the wider Piaggio Group, the Italian company is still dwarfed by Ducati’s parent company Volkswagen Group and KTM’s new owner Bajaj Auto.

Nevertheless, regular investment has turned Aprilia into a consistent frontrunner, with the Noale factory recording four wins last year to end up second in the manufacturers’ standings.

Speaking at the launch of the RS-GP26, Rivola said he was frustrated that Aprilia’s on-track success had not been reflected in its ability to attract a title sponsor.

“When you start believing in the project, then whatever direction it goes, you win as long as you share it with your people and your partners,” he said.

“At the end, people make the difference. So if our partners believe in what we do, in myself and [technical chief] Fabiano Steralacchini and other people, we will continue having good sponsors like we have now.

“Honestly, I don’t want to say surprised, but I’m a bit disappointed that we didn’t achieve a top title sponsor.

“Luckily, we have the Piaggio Group that can save us. But I would love to call Mr [Michele] Colannino [Piaggio CEO] one day and tell him that we found 10 million for the budget. 

“So it’s part of my job, and I’m sure I will do it as best as I can.”

MotoGP teams and their title sponsors

Rivola’s comments come following Liberty Media’s acquisition of MotoGP last year, bringing the two-wheel championship under the same ownership umbrella as Formula 1.

Despite MotoGP’s global reach and strong engagement, the championship has yet to unlock its full commercial potential, especially in comparison to its four-wheel counterpart. This contrast is reflected most clearly in team valuations: while all F1 squads are now worth well over $1bn, MotoGP outfits are valued at a fraction of that figure.

Asked why big brands are not willing to invest in MotoGP, Rivola said: “It’s a long answer. But as a result, the level of MotoGP brands didn’t [rise]. 

“I don’t think they will do the step that Formula 1 did. Obviously, the investments were massive in F1. 

“I don’t think we have to do the copy and paste of what it was in F1. I think that MotoGP has its characteristics and we should keep that.

Marco Bezzecchi, Aprilia Racing

Photo by: Mirco Lazzari GP – Getty Images

“But in terms of brand, we all need to rise to the level. Riders must be used as ambassadors for the show that we provide that is still the best in the world.”

MotoGP’s calendar has expanded significantly over the last few years, with the 2025 season featuring a record 22 rounds – with riders split on how the demanding schedule affects them mentally and physically.

Rivola said a larger calendar was manageable, but the focus needed to be on generating greater returns for teams.

“It would be nice to have less than that [22 rounds],” he admitted. “I don’t think we will have less than that, especially with Liberty coming, because obviously the show is the one that pays off.

“As long as we raise the level of the business, then I think we can cover 22 races with the number of tests that we are doing now. Maybe a solution could be to dramatically reduce the testing. 

“The reason why I say that is because, for example, in Formula 1 they start getting more mechanics, more engineers, and rotating them.

“But we need to raise the level of the business in MotoGP. Then the solution, I don’t want to say [it will be] easy, but we will find a solution.

“Income, absolutely [is important]. As long as top sponsors will join MotoGP, then we will benefit too.”

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