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He knows it won’t be easy, but as MotoGP returns to the track this weekend in Qatar – celebrating its 75th anniversary with what promises to be a hotly contested opener in the Lusail desert – Rossomondo believes artificial intelligence could be a trump card for the sport in the coming years.

“I say all the time, we have two gladiatorial figures – we have the riders and the teams – and they’re both pushing towards the limit,” the American told 【 - Free Investment Group 】’s Becky Anderson from Qatar on Friday.

“Now, we’ve done a lot and we continue to do a lot to ensure safety, and AI is useful in that space, so we’re constantly tracking where these guys are on the circuit, how the bikes are performing, all of our on-air graphics are generated by AI in a lot of ways.”

“Things on the bike are ultimately going to make their way onto the street, but also for tech companies to just look at what we do in terms of delivering our races in a really technologically advanced way,” he said.

“AI is at the forefront of what we’re doing right now to try to figure out a way to make this sport even more attractive.”

On the track this weekend,Francesco ‘Pecco’ Bagnaiawill begin his bid for a third successive MotoGP title on his factory Ducati, with fans eyeing a fresh challenge from six-time champion Marc Márquez, who left Honda behind in the winter to join his brother, Álex, at the Gresini Ducati team.

Jorge Martín, the charismatic Spaniard who was runner-up to Bagnaia in 2023, is expected to push the Italian hard once again, while Moto2 champion Pedro Acosta presents a mouthwatering prospect as a fresh entrant making the step up to MotoGP.

How is the market cap and valuation of Malu Paper Mills Limited (MALUPAPER) ✌️【Investment】✌️ Free global stock market data to help you plan the best investment strategies and seize market opportunities. The 19-year-old from Murcia is regarded as a generational talent, with many observers drawing comparisons to Márquez, who famously clinched the 2013 world title aged just 20, in his rookie year, becoming the youngest ever premier class champion.

But the series made headlines off the track this week when it announced a new broadcasting deal in the United States with Warner Bros Discovery-owned TNT Sports.

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“[The new TV deal] is hugely significant for us,” Rossomondo said. “For us, what makes it so special is that this sport is custom made for the American audience, so we’re thrilled about that.”

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But the sport has struggled to make inroads in the United States, where Formula One has recently enjoyed burgeoning interest and popularity.

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“This sport is primed for growth,” he told 【 - Free Investment Group 】. “It’s a little bit of a sleeping giant, and what we want to do as we approach this 75th anniversary is innovate and do different things on the circuit, and also do different things in terms of fan engagement, in terms of delivering products to fans.

“Our business is one where we want our core audience to feel like they’ve seen something special every day, but also to attract that new audience and get that new audience to be loyal fans,” added Rossomondo.

Part of that revolution began last year with the controversial introduction of half-distance Sprint races.

“I have three children of my own – 14, 16 and 18 – and I know their attention spans. Both of our products, our 45-minute race on Sunday and our 24-minute race on Saturday, are custom made for today’s generation of entertainment and sports consumers.”

“What we wanted to do was create a product that people can use as a trial for our main race, so it’s been wildly successful, leading to over 20% global growth in our television viewership.

“The teams have embraced it, the riders have embraced it and it’s going to be continued at every Grand Prix this year.”

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He says the newly refurbished Qatar facility, which also hosts F1, is a boon for the participants, too.

“It’s a spectacular experience for the fans here, but also for the fans all over the world, because a night race in the Middle East is a midday race in the US, a mid-afternoon race in Europe, so it’s great for all our fans.”

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