MotoGP and EICMA join forces for a major new alliance

This is absolutely wild for the sport. MotoGP and EICMA have just announced a strategic alliance, dubbed EICMA. SHIFT UP, meant to merge the world of racing with industry and fan culture. The deal, unveiled at Mugello, aims to unify the motorcycle ecosystem by bringing together a global racing platform that boasts over 630 million fans with the massive scale of EICMA, which draws in over 600,000 visitors and 2,000 brands annually.

The centerpiece of this collaboration is a landmark exhibition set for the 83rd edition of EICMA in Milan, scheduled for 5–8 November 2026. This showcase will dive into the history and future of MotoGP, featuring iconic bikes and stories curated in partnership with the FIM. Beyond the exhibition, the "Road to EICMA" initiative will link key racing events at Mugello, Cremona, and Misano, pushing the connection between the track and the industry even further.

As Carlos Ezpeleta, Chief Sporting Officer of MotoGP, noted, the partnership is about unlocking new opportunities and engaging deeper with global communities. With the 2026 EICMA event already promising record-breaking exhibition space, this is a massive shift for the two-wheel world.