MXGP
Project Overview:
MXGP, the Motocross World Championship, operates in one of the most competitive sectors in global sport. With fans able to choose from a wide range of motorsport properties across both two and four wheels, attracting attention and converting that into revenue requires a highly targeted approach.
Since 2019, MXGP has partnered with Skroller to support a number of key commercial objectives, including growing its global fanbase, increasing ticket sales, and driving subscriptions to MXGP-TV, the championship’s OTT platform. The goal was to connect with the right audiences and turn engagement into measurable growth.
The Activation:
Following an in-depth consultation and audience analysis phase, Skroller developed an integrated marketing strategy focused on fan acquisition, retention, and monetisation across MXGP’s digital ecosystem. The work continues to evolve, with Skroller supporting the next generation of MXGP’s digital ecosystem to meet changing audience expectations, creating new commercial opportunities and utilising insights from fan data.The strategy was based on three key principles:
Paid media built for conversion
Skroller designed and managed performance-driven paid media campaigns focused on subscription growth, ticket sales, and membership revenue. Campaigns were continuously optimised to maximise efficiency, delivering highly competitive acquisition costs while scaling reach across international markets.Lifecycle marketing and fan engagement
Alongside paid acquisition, Skroller implemented a structured email marketing programme designed to keep fans connected throughout the season. More than 1000 campaigns have been delivered since 2019, helping MXGP maintain regular communication with its registered fanbase and promote key events, products, and subscription offers.Authentic athlete-led promotion
Riders became an important part of the campaign strategy, delivering direct-to-camera calls to action and promotional content that felt credible to the motocross community. By placing athletes at the centre of campaign messaging, MXGP was able to strengthen audience trust and improve engagement with commercial offers.Product marketing and growth strategy
Skroller supported MXGP in developing its OTT proposition and wider product strategy, with a focus on creating sustainable growth and new revenue opportunities. This has included shaping the MXGP-TV subscription model using data connected to audience expectations. The new subscription model delivered a 20% increase in retention and a 17% increase in acquisition season-on-season.Commercial Impact
Over five seasons, the partnership has delivered significant commercial growth across MXGP’s digital channels and fan products.The Strategy:
The combination of targeted acquisition, audience nurturing, and ongoing optimisation has helped MXGP increase subscription revenue while building stronger relationships with fans throughout the season.The success of the programme came from aligning marketing activity directly with commercial objectives, in order to achieve a positive ROI across both the short and long-term. Rather than focusing solely on reach or engagement metrics, every campaign was designed around specific outcomes, from subscription purchases and ticket sales to membership growth and fan retention.
By combining data-led paid media with highly relevant fan communications and authentic athlete involvement, MXGP created a marketing ecosystem capable of converting audience interest into long-term value.
The result is a sustained growth model that continues to support the commercial development of MXGP-TV and the wider MXGP business.