Behind Social Media at a MotoGP team with Sofía Peñil López

In the MotoGP world, how has social media changed the way riders, teams and sponsors connect with fans? In this episode of The Motorsport Effect, we sit down with Sofía, social media specialist at Honda LCR MotoGP team, to explore her journey from being a young fan of the championship to working inside the world of professional motorsport. We talk about the evolution of social media in MotoGP, the growing importance of riders as personal brands, and what it takes to create content that genuinely connects with fans. Sofía also shares her perspective on working with sponsors and agencies, the balance between racing and content creation, the role of authenticity, and what the future of social media could look like in motorsport. Because today, being fast on track isn't the only way to connect with an audience. 🎙️ In this episode: 00:00 – Sofía's journey to MotoGP 06:09 – The role of social media in MotoGP 11:49 – Collaborating with sponsors and agencies 18:01 – Riders as personal brands 24:06 – The future of social media in MotoGP 30:07 – Connecting with fans through authenticity 💬 “If you are not there on social, you don't exist.” From rider storytelling to sponsor activations and the rise of authentic, raw content, this conversation explores why social media has become such an important part of the modern motorsport ecosystem. 🏁 The Motorsport Effect Beyond racing. The podcast exploring the branding, marketing, business and culture behind the world's biggest motorsport championships. Subscribe for more conversations with the people shaping motorsport beyond the track. #MotoGP #Motorsport #SocialMedia #SportsMarketing #RiderBranding #MotorsportMarketing #Sponsorship #DigitalMarketing