What has dominated the Circuit of the Americas (COTA) last weekend? Was it the growing shadow of Aprilia in the 2026 season? The metallic roller coaster structure under construction for the new theme park planned for this year? Or was it the mammoth star-spangled flag floating above turn 1 and the multi-million dollar construction of what will become the luxurious clubhouse at ‘The Circuit’? Already impressive, the COTA, spanning over 1500 acres, asserts itself as one of the five circuits to host both F1 and MotoGP. In each series, it stands out: the US Grand Prix in F1 has been recognized as one of the most attended stages with over 24 events in 2025, and since 2013, it has been the only host of MotoGP in the United States.
Friday in Texas was hot, Saturday was cold, and Sunday had mild weather. A tangible feature 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 the American roar of F1, with crowds nearly quadrupling since the first race in 2012, mainly thanks to the Netflix exposure. For MotoGP, this also reinforced the legend of Marc Márquez, who won six consecutive victories and represents one of the most spectacular and demanding technical tests of the season for the riders.
The United States Grand Prix 2026 was the first with Liberty fully committed to MotoGP. The COTA was in the spotlight for what the series could change this weekend. Although crowd figures remain mysteriously unclear 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 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 gets fuller. It’s great to see the crowd slowly moving towards turn 1 and the hilltop. It’s impressive,” stated Jack Miller of Prima Pramac Yamaha. “COTA is extremely proactive as a circuit in updating facilities and changing surfaces. Nothing to complain about.”
After a chaotic start in the early 21st century with three distinct owners, COTA has been under Bobby Epstein’s direction throughout the MotoGP, and the 61-year-old Austin resident seeks to increase the popularity of bikes while developing COTA’s multidimensional business model, focusing on optimizing the entertainment possibilities of the vast grounds. The site aims to establish itself as a reference in overall fan experience.
“This place will be so different in three to five years from what it is today, and I know it has changed since five years ago,” he said in an exclusive interview on Saturday. “My role has always been beyond the design of the circuit. We had to focus on the guests and the type of program we could put in place. The spaces initially designated by architects for parking were transformed into entertainment areas like the Grand Plaza, the heart of the circuit where the fan expo takes place. It’s a gathering place that can host large festival or fair type activities, and it was intentional.”
COTA is not unique 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, 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 area at one turn, then another space dedicated to Mexican cuisine, and another for Texan barbecue. We can create these ‘destinations’. I experienced this while walking in Melbourne.”
The COTA had already committed to a broader entertainment arc before the F1 explosion, prompting further investments in additional event attractions. “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 show on Netflix, the number of people becoming aware of the sport has increased significantly.”
Epstein’s connections with both F1 and MotoGP put him in a good position to observe how Liberty Media could influence the bikes on their new adventure. When asked what the American conglomerate does well, he responded, “A few points. One of them is that they are excellent partners, not focusing solely on short-term results. They really 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 going further.
The collaboration between Grand Prix event promoters and series promoters can have many aspects. The strength of the connection can 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 blurred. Ticket sales are just one source of revenue, and the involvement of sponsors and partners is also crucial, not to mention the promotional initiatives initiated by these third parties.
The emergence of a venue like COTA makes us reflect on the rise in popularity of motorsports. Being able to combine thrilling races and immersive fan experiences is an ambitious but essential project. As a MotoGP enthusiast, I am excited to see how these developments will influence not only the dynamics of the sport but also the interaction with the audience. Wouldn’t it be great to witness a real transformation of this iconic sport in the years to come?
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