MotoGP to Host Immersive London Watch Party at Iconic Attraction
MotoGP will bring the Dutch Grand Prix to London on June 28, hosting a public, immersive watch party at the Outernet. The event, held in partnership with TNT Sports, utilizes 360-degree screens and high-fidelity audio to broadcast the race from the TT Circuit Assen. This activation serves as the inaugural large-scale, immersive viewing experience for the championship, designed to engage both existing fans and new audiences in the lead-up to the British Grand Prix at Silverstone.
Did You Know? The Outernet, located at Tottenham Court Road, is the United Kingdom’s most visited attraction, drawing approximately 120 million visitors annually.
Why the Outernet is hosting MotoGP
According to Rowena Maddock, Commercial Director of Experiential, Events & Venue at Outernet, the venue was chosen because its immersive technology aligns with the high-speed and emotional nature of the sport. By moving the race experience off the circuit and into the center of a global city, organizers intend to reach new audiences. Kelly Brittain, Managing Director of Global Marketing at MotoGP, stated that the initiative is part of a broader effort to reimagine how fans connect with the sport, allowing them to experience the intensity of race day in a new environment.
Expert Insight: Samantha Carter notes that this move represents a strategic shift in sports marketing. By leveraging high-traffic urban hubs like the Outernet, MotoGP is moving away from traditional, siloed broadcast models toward an experiential, “world-building” approach. This strategy likely aims to convert casual city-center foot traffic into long-term followers ahead of the high-stakes British Grand Prix.
What happens next for MotoGP in the UK
The June 28 event functions as a precursor to the British Grand Prix, scheduled for August 7–9 at the Silverstone circuit. Scott Young, EVP of Warner Bros. Discovery Sports Europe, indicated that the watch party is intended to build anticipation for the Silverstone race, which the network will broadcast to millions. Following the London activation, MotoGP may utilize similar immersive events across the UK to maintain momentum throughout the summer. Fans looking to attend the live races at Silverstone can find ticket information here.
Frequently Asked Questions
Where will the watch party take place?
The event will be held at the Outernet, located in central London near the Tottenham Court Road Underground station.
What time does the race coverage begin?
The Grand Prix broadcast is scheduled to get underway at 1pm BST on June 28.
Is this the only event planned before the British Grand Prix?
No, the watch party is described as the first of a number of planned activations at the Outernet and across the UK designed to build awareness for the Silverstone race in August.
How do you think immersive digital technology changes the way audiences engage with traditional live sports?