MotoGP and EICMA, the International Two-Wheel Exhibition, have today announced EICMA. SHIFT UP – a strategic alliance designed to unite sport, industry, culture, and fan experience under a shared vision.
Unveiled at Mugello ahead of the Brembo Grand Prix of Italy, the launch event detailed a change in how the two-wheel world connects, culminating in a landmark FIM MotoGP World Championship exhibition at EICMA in Milan in November 2026.
This alliance brings together two global platforms at the heart of the motorcycle ecosystem. MotoGP is the pinnacle of racing, with over 630 million fans worldwide and record-breaking start to the 2026 season, while EICMA remains the industry’s leading trade and cultural event, attracting more than 600,000 visitors, more than 2,000 brands, and over 8,000 media each year. Together, they form a complementary ecosystem where performance, innovation, storytelling, and commercial opportunity meet.
