Inside MXGP: Industry Perspectives | Josse Sallefranque – “MXGP has to remain accessible”

Josse Sallefranque, team principal of Honda SR Motoblouz in MXGP, emphasises the importance of maintaining accessibility within the championship to enhance its commercial appeal and broaden its audience. He argues that passion alone is insufficient to drive the sport forward and that MXGP must improve its storytelling and content production to engage fans more deeply. Drawing parallels with Formula 1’s success in attracting new followers through immersive media such as Netflix documentaries, Sallefranque advocates for more behind-the-scenes access to riders and teams, which he believes would foster emotional connections and greater interest in motocross. Sallefranque highlights the crucial role of media access in conveying the sport’s intensity and passion. He suggests that journalists and content creators should be granted closer proximity to teams, including opportunities to attend meetings and conduct on-the-spot interviews, to capture the authentic struggles and determination of riders. This approach, he contends, would help portray MXGP as a sport of resilience and commitment, appealing to viewers who appreciate the personal stories behind the competition. Investment is identified as a key factor in MXGP’s growth, particularly in enhancing content production and distribution. Sallefranque stresses that attracting significant funding to develop high-quality media output on mainstream platforms could expand the sport’s reach beyond its current niche audience. He points to existing broadcast arrangements, such as live coverage on AutoMoto La Chaîne, as positive steps but believes wider exposure on major channels like L’Équipe would be beneficial. The challenge remains finding investors willing to commit to the sport’s long-term development. The balance between innovation and stability presents a strategic challenge for MXGP’s promoter, Infront Moto Racing. Sallefranque acknowledges the promoter’s cautious approach, which prioritises long-term sustainability over rapid change. Nevertheless, he welcomes the progress made in securing regular television coverage, which he sees as vital for maintaining fan engagement and supporting the sport’s global presence. The recent involvement of high-profile sponsors like Petronas is viewed as a promising development that could attract further multinational investment, potentially accelerating MXGP’s commercial evolution and enhancing its international profile.