The Circuit of the Americas was the center of attention last weekend. Was it the growing dominance of Aprilia in the 2026 season? Or the towering steel structure of the roller coaster being built for the new theme park planned for this year? Perhaps it was the mammoth star-spangled banner floating above turn 1 and the construction of the multi-million dollar luxurious clubhouse that will become ‘The Circuit’? Already impressive, the COTA, sprawling over 1500 acres, solidifies its status as one of the 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 best-attended stages 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 saw mild weather. A notable feature of this event (the third round of the season) was the impact 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 due to exposure on Netflix. For MotoGP, this further elevated the legend of Marc Márquez, who won six consecutive victories, representing one of the most spectacular and demanding technical tests of the season for the 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 events in both series, there was a sense of healthy presence with anecdotal reports of more Harley Davidson bikers entering the site to admire the inauguration of the Baggers World Cup, and a bustling paddock where American fans seemed more excited than ever to grab a glimpse or 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 uphill hill. It’s impressive,” declared Jack Miller of Prima Pramac Yamaha. “The COTA is extremely proactive as a circuit when it comes to updating facilities and changing surfaces. Nothing to complain about.”
After a chaotic start to the century with three distinct owners, the COTA has been under the direction of Bobby Epstein throughout the MotoGP, and the 61-year-old Austin resident seeks to increase the popularity of bikes while developing COTA’s multidimensional business model, optimizing the entertainment possibilities of the vast terrain. The site aims to establish itself as a reference for the overall fan ‘experience’.
“This place will be so different in three to five years from what it is today, and I already know it has changed in five years,” he confided in an exclusive interview on Saturday. “My role has always been outside of the circuit’s design. We had to focus on guests and the type of program we could put in place. The spaces originally designated by architects for parking, we turned them into animated areas, like the Grand Plaza at the heart of the circuit where the fan expo takes place. It’s a gathering place for hosting large festival or fair activities, and it was intentional.”
The COTA is not unique in its ‘360’ perspective. Inspiration came 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 walking around Melbourne.”
The COTA had already committed to a broader entertainment arc before the F1 explosion, prompting them to think more about assets around events. “Taylor Swift performed here the year before the arrival of Liberty,” he revealed. “So we had an entertainment commitment even before that. Liberty added to that, and with the launch of the show on Netflix, 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 journey. 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 really think about long-term growth, and this mentality allows them to invest in the sport rather than just extracting from it.”
“This is so exciting, and I almost wish these would come true as early as this year. 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 have many aspects. The strength of the bond may depend on history, personal relationships (hence the importance of the presence of Carmelo and Carlos Ezpeleta, respectively CEO and COO, 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 event can sometimes be blurry. Ticket sales are just one revenue source, and sponsor and partner involvement is also crucial, not to mention the promotion initiatives initiated 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 but essential project. As a MotoGP enthusiast, I look forward to seeing how these developments will not only influence 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?
