The Circuit of the Americas (COTA) was the center of attention over the past weekend. Was it the looming presence of Aprilia in the 2026 season? The metallic structure of roller coasters being built for the new theme park scheduled for this year? Or was it the massive star-spangled flag waving above turn 1 and the construction of the multi-million dollar luxurious clubhouse known as “The Circuit”? Impressively vast, the COTA, sprawling over 1500 acres, solidifies its status as one of only five circuits to host both F1 and MotoGP. In each series, it stands out: the F1 United States Grand Prix has been recognized as one of the most well-attended rounds with over 24 races in 2025, and since 2013 it has been the sole MotoGP host in the United States.
Friday in Texas was hot, Saturday was cold, and Sunday had mild weather. A noteworthy characteristic of this event (the third round of the season) was the effect of Liberty Media. After the pandemic, the circuit served as the first visual manifestation of F1’s American roar, with crowds nearly quadrupling since the inaugural race in 2012, largely thanks to exposure on Netflix. For MotoGP, this also reinforced the legend of Marc Márquez, who claimed six consecutive victories and represents one of the most spectacular and demanding technical tests of the season for riders.
The 2026 United States Grand Prix was the first with Liberty fully engaged in MotoGP. The COTA was in the spotlight for what the series could change this weekend. While crowd figures remain mysteriously vague for Grand Prix races in both series, there was a sense of healthy presence, with anecdotal reports of more Harley Davidson riders entering the site to witness the inauguration of the Baggers World Cup, and a lively paddock where American fans seemed more excited than ever to grab a drink or take a selfie with the riders.
“Every year, this place fills up more and more. It’s great to see the crowd slowly moving towards turn 1 and the hilltop. It’s impressive,” remarked Jack Miller of Pramac Yamaha. “COTA is extremely proactive as a circuit when it comes to updating facilities and changing surfaces. Nothing to complain about.”
After a tumultuous start at the beginning of the last century with three distinct owners, the COTA has been under the leadership of Bobby Epstein throughout MotoGP, and the 61-year-old Austin resident seeks to increase the popularity of motorcycles while developing COTA’s multidimensional business model based on optimizing entertainment possibilities on the vast grounds. The site aims to establish itself as a reference for overall fan experience.
“This place will be so different in three to five years compared to what it is today, and I already know it has changed in the last five years,” he revealed in an exclusive interview. “My role has always been outside of circuit design. We had to focus on guests and the type of program we could put in place. Spaces initially designated by architects for parking have been transformed into animation zones, like the Grand Plaza at the heart of the circuit, where the fan expo takes place. It’s a gathering place that can host large festival or fair activities, and that was intentional.”
The COTA is not alone in its ‘360’ perspective. Inspiration comes from one of the few F1 Grand Prix events that attract over 400,000 estimated visitors to Texas each year. “We looked at Australia, at Melbourne. That’s where we borrowed the idea of ‘villages’ for F1 and we hope to introduce it to MotoGP as it grows. In F1, we have a Bavarian zone at one turn, then another space dedicated to Mexican cuisine, and another for Texan barbecue. We can create these ‘destinations’. I experienced this by walking around Melbourne.”
The COTA had already committed to a broader entertainment arc before the F1 explosion, prompting them to think about more assets around events. “Taylor Swift performed here the year before Liberty arrived,” he revealed. “So we had a commitment to entertainment even before that. Liberty added to that, and with the launch of the Netflix show, the number of people becoming aware of the sport has significantly increased.”
Epstein’s connections with both F1 and MotoGP put him in a good position to observe how Liberty Media could influence motorcycles in their new venture. When asked about what the American conglomerate does well, he responded, “A few points. One of them is that they are excellent partners, not just focusing on short-term results. They truly consider long-term growth, and this mindset allows them to invest in the sport, rather than just extract from it.”
“What will come in the next three years: I think it will be transformative,” he added, without elaborating further.
The partnership between Grand Prix event promoters and series promoters can involve many aspects. The strength of the connection may depend on history, personal relationships (hence the importance of the presence of Carmelo and Carlos Ezpeleta, respectively CEO and CSO, for most of the MotoGP calendar), necessity, and political support from central and local governments.
The division of responsibilities to create a successful Grand Prix can sometimes be blurry. Ticket sales are just one source of revenue, and sponsor and partner involvement is crucial, not to mention the promotional initiatives launched by these third parties.
The rise of a venue like the COTA makes us reflect on the growing popularity of motorsports. Being able to combine thrilling races and immersive experiences for fans is an ambitious yet essential project. As a MotoGP enthusiast, I look forward to seeing how these developments will influence not only the dynamics of the sport but also the interaction with the audience. Wouldn’t it be ideal to witness a true transformation of this iconic sport in the years to come?
